It’s hard to generalize about “the state of marketing” in the world when marketing looks and feels different depending on where you are.
Just like location, technologies, culture, and politics affects consumer behavior, it also affects how marketers, well … do marketing. Marketers in Asia-Pacific might find themselves with different priorities, challenges, and practices than marketers in Latin America, or in Europe, or in Australia and New Zealand, and so on.
We wanted to help paint a clearer picture of what marketing looks like in every region of the world – which is why we created our 2015 State of Inbound report. For this report, we surveyed 4,000 marketers and salespeople around the globe to learn about their top marketing tactics, what they find most challenging, how – and whether – they track the ROI of their marketing activities, how long it takes them to write blog posts, etc.
Here are some of our key findings from that global survey, divided by region. Whether you’re building out a global marketing strategy or simply want to get to know marketing in your own region better, there are useful statistics in here for you.
The Regions of the World
Click a category title to jump to a specific region:
- Asia-Pacific (APAC)
- North America (NORTHAM)
- Latin America (LATAM)
- Europe, the Middle East & Africa (EMEA)
- Australia & New Zealand (ANZ)
36 Marketing Stats From Across the Globe
Asia-Pacific (APAC)
1) 72% of marketers in APAC prioritize an inbound approach to marketing. (Click to tweet!)
2) 80% of businesses in APAC with 0–25 employees prioritized inbound marketing over outbound marketing, while 70% of businesses with 26–200 employees and 62% of businesses with 201 or more employees prioritized inbound. (Click to tweet!)
3) While inbound marketing hasn’t caught on as strongly with enterprise in APAC, SMBs with budgets lower than $500,000 overwhelmingly utilize inbound marketing strategies. (Click to tweet!)
4) Both inbound and outbound marketers in APAC agree overwhelmingly that traditional paid ads are the #1 most overrated marketing tactic. (Click to tweet!)
5) Marketers in APAC who measured marketing analytics 2+ times per week were twice as more likely to achieve greater ROI. (Click to tweet!)
6) Marketers in APAC whose teams demonstrated positive ROI were more than twice as likely to receive a higher budget. (Click to tweet!)
7) APAC was on par with the global benchmarks for seeing greater ROI with inbound marketing. (Click to tweet!)
8) Nearly 70% of marketers in APAC say that growing their SEO/organic presence was the most important marketing tactic last year – which means growing traffic is top-of-mind. (Click to tweet!)
9) The top priorities for marketers in APAC are generating contacts/leads and converting them into customers. (Click to tweet!)
Image Credit: HubSpot’s State of Inbound 2015 for Asia
10) Marketers in APAC were, on average, 17% more likely to see tailoring their marketing content to an international audience as a challenge than other regions. (Click to tweet!)
11) Over 50% of marketers in APAC said it takes them 1–3 hours to write a 500-word blog post, while 25% reported that it took them more than four hours per blog post. (Click to tweet!)
North America (NORTHAM)
12) 41% of marketers in North America said the most overrated marketing tactic is traditional outbound marketing (like print ads, outdoor ads, and broadcasts), followed by online paid advertising (16%). (Click to tweet!)
13) Marketers in North America track ROI most reliably, demonstrate more positive ROI, and check marketing analytics most frequently of any other region. (Click to tweet!)
14) North America was the only region where more than half of marketers indicated they check their marketing metrics 3 or more times per week. (Click to tweet!)
15) About half (49%) of marketers in North America saw greater ROI on their marketing efforts last year than in the previous year. (Click to tweet!)
16) In North America, 88% of marketing content is written by staff in-house – which is the most of any region. (Click to tweet!)
Latin America (LATAM)
17) 66% of marketers in Latin America say that growing their SEO/organic presence was the most important marketing tactic last year – which means growing traffic is top-of-mind. (Click to tweet!)
18) More than half of marketers in Latin America don’t track the ROI of their marketing efforts. (Click to tweet!)
19) Almost half (49%) of marketers in Latin America said proving the ROI of marketing activities was their top marketing challenge. (Click to tweet!)
20) Latin America was more challenged by identifying the right marketing technologies than any other region. (Click to tweet!)
21) In Latin America, 61% of marketing content is written by staff in-house, and 29% by executives and 26% by agency partners. (Click to tweet!)
22) 32% of marketers in Latin America spend 1–2 hours writing a typical blog post, followed by 21% of marketers spending 2–3 hours per post, 18% spending less than one hour per post, and 12% spending 4+ hours per post. (Click to tweet!)
23) Latin America was the only region where more marketers reported spending under an hour per post (18%) than marketers who spent 4+ hours per post (12%). (Click to tweet!)
Europe, the Middle East & Africa (EMEA)
24) 70% of marketers in EMEA say that growing their SEO/organic presence was the most important marketing tactic last year – which means growing traffic is top-of-mind. (Click to tweet!)
25) The top marketing challenges for marketers in EMEA were proving the ROI of marketing activities (46%) and securing enough budget (33%). (Click to tweet!)
26) Just over one-third (34%) of marketers in EMEA said traditional outbound marketing (like print ads, outdoor ads, and broadcasts) was the most overrated marketing tactic, followed by online paid advertising (13%) and social media (11%). (Click to tweet!)
27) In EMEA, 32% of marketers measured marketing analytics once per week, with 28% measuring their analytics daily. (Click to tweet!)
28) Just over half (51%) of marketers in EMEA track the ROI of their marketing efforts. (Click to tweet!)
29) 35% of marketers in EMEA spend 1–2 hours writing a typical blog post, followed by almost a quarter of marketers spending 2–3 hours per post, 17% spending 4+ hours per post, and 10% spending less than one hour per post. (Click to tweet!)
30) In EMEA, 72% of marketing content is written by staff in-house, followed by 31% written by executives. (Click to tweet!)
Australia & New Zealand (ANZ)
31) 42% of marketers in ANZ said traditional outbound marketing (like print ads, outdoor ads, and broadcasts) was the most overrated marketing tactic. (Click to tweet!)
32) Marketers in ANZ said the second most overrated marketing tactic was social media (14%), followed by online paid advertising (11%). The least overrated marketing tactics were blogging (1%) and collateral development (2%). (Click to tweet!)
33) The top marketing challenges for marketers in ANZ were proving the ROI of marketing activities (59%) and securing enough budget (36%). (Click to tweet!)
34) 79% of marketers in ANZ said that blog content creation was the most important marketing tactic, followed by growing their SEO/organic presence. (Click to tweet!)
35) In ANZ, 79% of marketing content is written by staff in-house – which is the second most of any region, after North America. (Click to tweet!)
36) 42% of marketers in ANZ spend 1–2 hours writing a typical blog post, followed by 27% of marketers spending 2–3 hours per post, 17% spending 4+ hours per post, and only 5% spending less than one hour per post. (Click to tweet!)
What do you think of these regional marketing trends? Share with us in the comments.
from HubSpot Marketing Blog http://bit.ly/23NaOST
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