Most effective digital marketing techniques 2020

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.

根据2020年早期全球营销者的反馈，内容营销被认为是最有效的数字营销技术。在询问他们认为哪项单一活动将对自身或客户企业的商业影响最大时，17%的受访者指出内容营销。紧随其后的是营销自动化、大数据、人工智能以及机器学习。人工智能为何对营销具有益处？在全北美、欧洲和亚太地区，人工智能在营销数据分析方面得到最广泛的应用。然而，各地区之间存在一些差异，亚洲营销者似乎在人工智能的应用上更为勇于尝试，并在内容创作中采用这项技术，而北美和欧洲的行业专业人士则倾向于利用人工智能自动化营销流程，如个性化、优化或程序化广告。这恰好符合营销者对人工智能的期望——简化他们的工作并提高营销效率。在那些已经将人工智能应用于营销努力的受访者中，大多数人声称人工智能帮助他们实现了更好的内容识别、销售和客户关系增长，以及新产品的快速上市。因此，全球范围内使用人工智能进行数字营销的营销者比例急剧上升，从2018年的29%激增至2020年的84%。