In any role, it can be all too easy to fall into a comfort zone; you figure out a method that works, perfect your execution and watch as the fruits of your labor flood in. And repeat.
Of course, this can be a perfectly acceptable approach, but resting on your laurels can potentially cost you in the long term. While you’re using your tried and tested way of working over and over, your competitors are not only catching up, but trying out new ways of working that could leave you behind.
Digital and content marketing is an industry that prides itself on innovation. It is, of course, the data-driven offspring of traditional marketing, but results from Zazzle Media’s recent State of Content Marketing Survey[1] revealed that even our industry is guilty of dragging its heels when it comes to jumping on emerging trends and technologies.
For example, just 2% of marketers surveyed said that voice search would be a key focus for them this year. While this is somewhat caveated by the fact that 17% of the marketers we asked are going to introduce voice search into their marketing mix in the next year, it’s still a low percentage of people who are eager to take the reins and own this space.
This trend continues across the survey, with the three least used channels comprising emerging technologies that have generated a lot of hype and excitement in the marketing space.
Just 13% of marketers are using programmatic as a marketing method and despite the massive growth and spread of virtual reality (VR) in marketing in 2017, only 6% are using this channel right now.
So