Data analysis is a vital and growing part of the modern marketing toolkit. Spending on this aspect of marketing is expected to grow from 6.7 percent to 11 percent over the next three years. Why? Because poring over the data collected during an advertising campaign helps marketers follow the customer's journey from the moment they first see your message to the moment they make a purchase, sign up for an e-mail list, or exit your site without engaging at all.
The constant give and take between clients and agencies often fuels the content marketing industry. Clients perceive a certain value in what they want done and agencies accept the offer or bend to accommodate it. Oftentimes agencies agree to take on a project or assignment and then scramble to figure out how they’re going to execute it while still generating a profit. A recent survey on the State of Content Marketing by CopyPress illustrates exactly how delicate this relationship is by comparing interview responses between marketers, agencies, and freelancers themselves.