Marketers to Focus on Mobile & Consumer-Generated Content Strategies: NYAMA & BrandSpark

Marketers to Focus on Mobile & Consumer-Generated Content Strategies: NYAMA & BrandSpark

Survey by New York American Marketing Association/BrandSpark Finds 50% of Marketers Have a Third of Media Budget Assigned to Digital Initiatives


Las Vegas, Nevada—The New York American Marketing Association (NYAMA) and BrandSpark announced the results of the first annual NYAMA/BrandSpark American Marketers Survey.

According to the report, researchers expect to see marketers make big investments in technologies to improve mobile marketing effectiveness and consumer-generated content strategies over the next six to 12 months.

The survey reports the views of more than 650 marketers across the U.S., representing a range of major industries. Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions and ROI perceptions.

“Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive,” said Lukas Pospichal, managing director, GreenBook & New York AMA.

“Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months. (And 10 years.) While only 41% have a mobile strategy in place; another 30% are planning to implement within the next year.”
nyana-brandspark-graph-15-17Robert Levy, president, BrandSpark International, added, “Similarly, just over 30% indicated they had a strategy on consumer-generated content or influencer marketing. But just as many are planning to implement one in the coming year.

“As they do so, they should be cognizant of the fact that while most organizations rely solely on consumer-generated content from social media or contests and promotions, only a small percentage indicate their initiatives are very successful. The highest success rates were cited when marketers cite multiple sources for generating consumers review and other content.”

The survey also found that content marketing/branded content, data management and analytics, and online video are the other marketing areas expected to see the greatest growth as strategies implemented (or firmed up) in the coming year. That is, Levy warned, “if marketers can overcome the biggest challenge cited to implementation plans. That is a lack of resources available to make the shift.”

Another key challenge remains the ability to accurately measure ROI. However, marketers are increasing spend on channels they believe will offer the highest ROI. These include CRM/e-mail marketing and social network advertising. Online video is also on the rise.

Other key findings of the study include:

* The top tactical tool to implement in the coming year is marketing technology software. About 50% are planning to implement software.
* Among the seven in 10 marketers with a digital strategy, half have more than 30% of their media budget assigned to digital initiatives; a quarter have more than 50%.
* More than 50% of marketers with a content marketing strategy have a dedicated staff to manage and produce content.
* Advanced marketing analytics and the emergence of millennials are expected to have almost as much impact as mobile over the next 10 years.

The survey findings available online via the Dapresy dashboard. Dapresy is a global provider of data visualization and data integration software.


Founded in 1931, the New York American Marketing Association (NYAMA) is the principal community for marketing professionals. The organization crosses all industries and disciplines in the New York area. Offering programs, monthly events and interaction with the chapter through volunteer activities, it provides marketers with an opportunity to increase their knowledge and reach in the marketing community. It also serves as a resource for all marketing events, activities and news in the New York area.

BrandSpark International

BrandSpark International is a brand, marketing and product innovation research company. With expertise in consumer packaged goods, BrandSpark has a global perspective on what drives innovation. BrandSpark runs a consumer voted awards program for new products, the Best New Product Awards, for North America. It also generates new product reviews, certified claims and insights through its new shopper engagement platform, Shopper Army.