Which channel do you believe has the biggest impact on growing revenue?
Content is still king. A few that have moved up in popularity: app marketplaces, engineering-as-marketing, and events. The one that moved down in popularity the most: advertising.
Which channels have you invested resources in the last 12 months?
There's a huge redistribution from content to all other channels compared to 2023. It's possible that 2023 respondents were over-indexed on content, or it's possible that it's a more macro-shift that's happened in the last year.
Which channels have your company advertised on in the last 12 months?
Compared to 2023, there's a much more even distribution across advertising channels. Given the answer about marketing dollars invested in the last year, this is also not surprising.
Does your company send an email newsletter?
Compared to 2023, the number of companies sending an email newsletter has gone up by 20%.
Which best describes how much money you have invested in marketing in the last 12 months, including salaries?
There’s a wide spread of results across the board. This question in particular is going to depend on revenue, funding, and time in market. So it’s not a great standalone analysis. Regardless, interesting to compare against budgets.
