What’s top of mind year over year? If Google Search is the bell weather for human curiosity, then Google Trends reveals what people are actively searching for. Last year we ran a comparison in searches for 2014 between a generic term of “Digital Marketing” (Purple) to other Integrated Marketing Management-related terms: Integrated Marketing (Blue)
- Marketing Process (Red)
- Campaign Management (Yellow)
- Marketing Automation (Green)
How did these terms trend in 2015?
“Digital Marketing” remains king, campaign management isn’t searched for enough times to merit placement and it appears that YOY, people aren’t thinking about “Marketing Process” during the summer months. Yet it tends to spike at the end of the calendar year – probably when budgets are due.
So we tested a few other terms. The marketing buzzword of 2015, “Customer Experience,” hasn’t been searched for enough to become a Google Trend. However, “Content Marketing” (Yellow) appears to remain top of mind.
And The Winner Is…
While “Customer Experience” may not yet appear as a trend, “CRM” (Customer Relationship Management) crushes the other marketing terms.
It’s not too surprising when you look at market share.
According to Gartner’s 2015 CRM market share report, the CRM (Customer Relationship Management) global market grew 13.3% in 2014. Worldwide revenues increased from $20.4 billion in 2013 to $23.2 billion in 2014. Salesforce is the leader in the CRM market with an 18.4% market share.
Looks like “Marketing Automation” still has a ways to go.
As of 2015, while 142,700 business are now using marketing automation software only 369 of the top 10,000 websites have implemented it. The marketing automation industry is now worth approximately $1.62 billion per annum, and Hubspot is the most popular marketing automation vendor, with a 36.3% share of the total automation market. (Marketing Automation Insider, 2015).
What marketing terms will trend in 2016? We’re betting on “Customer Experience.” What terms would you add to the 2016 prediction list?