International marketing requires marketing strategies that are responsive to many diverse markets, so it may come as a surprise that U.S. marketing trends correspond so closely with those we see across key European markets. The explanation is simple: Buying behavior has changed in Europe the same way it has in the U.S. Buyers are conducting their research and consuming content online, and they are actively engaging with social media. This is driving the need for marketers to increase the use of inbound tactics in the marketing mix.
We surveyed marketing leaders and demand creation professionals in European markets including the United Kingdom, France, Italy, Germany, Spain, the Netherlands and the Nordic region. We asked participants to identify their marketing mix across four categories: inbound, outbound, social and mobile marketing. Although social and mobile fall into the inbound and outbound categories, respectively, we measured them independently to examine their prevalence in the demand creation mix.
Here’s what marketers revealed about how their demand creation program spend is shifting:
Best-in-class demand creators – those that understand and adapt to the changing needs of their buyers – are shifting their marketing mix to include a balanced, integrated blend of inbound and outbound marketing tactics.
For more insights from our European demand creation study, attend our upcoming webinar “Demand Creation Resources and Technology: The EMEA Landscape.” Clients can also access the replay of the first in our series of webcasts: “Effective Demand Creation Techniques for UK Markets.”