Martech Investscape April-June 2015

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It's interesting to look at the percentage breakdown of investment dollars by category (marketing analytics, content marketing, social media marketing, etc.) While perhaps not in all categories, I think the breakdown does in some ways reflect the relative importance one should place on their own marketing spend - especially for small and mid-size businesses.

For example, marketing analytics is relatively more important than predictive analytics and just slightly behind business intelligence platforms. However, analytics is less important than content marketing.  Common sense will tell you that if you're doing content marketing well you'll see results, even if you're not tracking them. Of course, that doesn't mean that marketing analytics isn't important, just relatively less so.

This chart makes for a nice breakdown of categories to consider what and how your business is investing in marketing efforts.