Content marketing was believed to be the most effective digital technique based on the responses of global marketers in early 2020. When asked to identify the single activity they thought would make the largest commercial impact on their own or their clients’ businesses, 17 percent pointed to content marketing. Following that was marketing automation, big data, AI, as well as machine learning.
Why could AI be beneficial for marketing?
Across North America, Europe and Asia Pacific artificial intelligence is most commonly used in marketing data analysis. There are some differences between the regions, however, where Asian marketers seem to be more experimental with the use of AI and employ the technology in content creation, whereas North American and European industry professionals tend to utilize AI for automation of marketing processes such as personalization, optimization or programmatic advertising. It falls in line with what marketers really expect from AI – making their tasks easier and improving marketing effectiveness. Among those who have already used artificial intelligence in their marketing efforts, the majority claim that AI helped them with better content recognition, increasing sales and customer relations as well as facilitating new product launches. As a result, the share of marketers using AI for digital marketing worldwide skyrocketed, from 29 percent in 2018 to 84 percent in 2020.
Most effective digital marketing techniques according to marketers worldwide in 2020
Characteristic
Share of respondents
Content marketing
17.4%
Marketing automation
17.4%
Big data
15.3%
Artificial intelligence and machine learning
12.9%
Social media marketing
7.8%
Conversion rate optimisation (CRO) and improving website experiences
Original question: "Select the single marketing activity that you think will make the largest commercial impact in 2020" The source does not provide information about the survey methodology. The date provided is the release date.
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Redfish Group. (February 4, 2020). Most effective digital marketing techniques according to marketers worldwide in 2020 [Graph]. In Statista. Retrieved December 06, 2024, from https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/
Redfish Group. "Most effective digital marketing techniques according to marketers worldwide in 2020." Chart. February 4, 2020. Statista. Accessed December 06, 2024. https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/
Redfish Group. (2020). Most effective digital marketing techniques according to marketers worldwide in 2020. Statista. Statista Inc.. Accessed: December 06, 2024. https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/
Redfish Group. "Most Effective Digital Marketing Techniques According to Marketers Worldwide in 2020." Statista, Statista Inc., 4 Feb 2020, https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/
Redfish Group, Most effective digital marketing techniques according to marketers worldwide in 2020 Statista, https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/ (last visited December 06, 2024)
Most effective digital marketing techniques according to marketers worldwide in 2020 [Graph], Redfish Group, February 4, 2020. [Online]. Available: https://www.statista.com/statistics/190858/most-effective-online-marketing-channels-according-to-us-companies/