Hubspot put out their state of marketing 2023 report. I found a couple of data points.
First, let’s note an industry reaction to data privacy. 86% of marketers said data privacy changes had impacted their overall marketing strategy over the past year. 28% of respondents are collecting first-party data from their customers. That’s data handed from customers directly to their company.
Second, let’s note a data point about customer communications. More than one in five Gen Zers and nearly 25% of Millennials report directly contacting a brand on social media for customer service.
Finally, since marketing is an area providers continually are reexamining. How are the data points in the space?
- Web traffic was overall down over 6% in 2022 compared to 2021.
- Email open rates went down across the board by over 12%.
- Marketing teams could still capture leads, and influence closed deals: Web conversions saw a nearly 11% increase, and inbound leads increased by 6.66%.
I had two reasons to care. First, data privacy is a technology need, so providers should be involved here. 86% impacted means essentially, “everyone needs this.” Second, it’s valuable data for companies on their marketing plans. Links in the article on Businessof.tech to grab the report.