Hubspot released their 2012 State of Inbound Marketing ebook which is essential reading for any digital marketer. The report is based on a January 2012 survey of 972 professionals familiar with their business’ marketing strategy. The key takeaways are:
Inbound Marketing Brings Low-Cost Leads
Inbound marketing channels are maintaining their low-cost advantage. Inbound marketing-dominated organizations experience a cost per lead 61% lower than outbound marketing-dominated organizations.
More Spending on Inbound Channels
The distribution of marketing budgets continues to shift to inbound channels. The difference between inbound and outbound marketing expenditures grew by 50% from 2011 to 2012.
Social media Growth
2012 saw growth in social media use across the spectrum. 62% of companies said that social media had become more important as a source of leads in the past six months.
The Rise of Google+
Google+ has started to affect social media marketing. Within six months of its launch, over 40% of marketers consider it “useful,” “important” or “critical.” It’ll be interesting to see how Google+ affects marketers in the future.
Increasing Value of Blogging
Businesses are increasingly aware their blog is highly valuable. 81% of businesses rated their company blogs as “useful,” “important” or “critical.” An impressive 25% rated their company blog as “critical” to their business.
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