6 trends changing the marketing industry, Duke survey says

From chief marketing officers using their brands to communicate a stance on politically charged issues to marketing analytics being used to make half of all marketing decisions, here are six trends changing the marketing industry, according to a Sept. 13 survey conducted by Duke University's Fuqua School of Business.

The survey includes responses from 273 marketing leaders at for-profit U.S. firms and was sponsored by Duke University's Fuqua School of Business, Deloitte LLP and the American Marketing Association. 

Six marketing trends to know:

  1. Remote work is increasing for marketing teams as nearly 58 percent of respondents reported working from home at least some of the time, while 48 percent say they're exclusively working from home.

  2. Analytics spending has increased, with 9 percent of the marketing budget dedicated to it, an all-time high, according to the survey.

  3. Marketing analytics is now being used in nearly half of all marketing decisions, increasing from 38 percent compared to pre-pandemic times.

  4. About 30 percent of marketing leaders are using their brands to communicate or take a stance on politically charged issues.

  5. Fifty-percent of marketing companies are using face-to-face channels to market, while 41 percent are using social media to sell products. Only 11 percent of marketers said their face-to-face channels would be going digital. 

  6. Marketing companies said the use of AI would increase by 166 percent in the next three years.  

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