Conversely, social media platforms focused on visual content rather than text will likely see a decline in marketer investment. While Snap continues to innovate its platform with new tools designed to increase ad revenue, only a mere 1 percent of marketers will invest most in the social app, and only 8 percent are planning to invest most in Instagram for 2018.Marketers Don't Know What GDPR Is - This is a Critical Situation The majority of marketers are not familiar with the European Union's GDPR regulations, with 87 percent reporting unfamiliarity with the upcoming mandate. In fact, only 1 percent have listed GDPR compliance as a priority marketing goal for 2018 — a serious problem for marketers who may unknowingly be noncompliant. Compliance will be mandatory for all businesses collecting data or doing business in the EU beginning May 25, 2018. However, some marketers are still unsure whether they have emails from the EU residents in their email lists. In fact, 61 percent of email marketers report not having any EU email addresses in their systems, while 19 percent are unsure. "It's imperative that email marketers familiarize themselves with GDPR to ensure they do not mistakenly break the law," McGowan said. "In order to truly understand how this regulation will affect marketing campaigns, marketers need to understand the basics. Little known to many marketers, implementing GDPR regulations can actually have widespread benefits to an email program, like increasing open rates and engagement." Age of High-Tech: Marketers Expect to See a More Predictive 2018 With new innovations coming to the forefront of marketing this coming year, predictive analytics stand out. As adoption of this disruptive technology grows, it is on track to reach an inflection point in 2018. While only 5 percent of marketers implemented predictive analytics in 2017, 44 percent expect to see more of it in 2018.
Additionally, chatbots continue to rise in popularity, with 19 percent of marketers expecting to see increased usage next year. However, despite their market infiltration, 90 percent do not see chatbots as the biggest threat to email marketing."Marketers continue to have an overwhelming amount of confidence in email while they adapt to the changing market," said Seamas Egan, Associate Director, Revenue Operations, Campaigner. "With an increased interest in predictive analytics, subscribers can expect even more personalized campaigns from marketers in 2018." As the new year approaches, it's important for email marketers to consider new technology and determine whether these tools can help extend their brand's reach and ROI. For additional findings on the tools and tactics marketers can expect to see more of in 2018, view Campaigner's Email Marketer's Report Card infographic: https://www.campaigner.com/resources/pdf/Campaigner-2017-Industry-Report-Card-Infographic-120717.pdf. Survey Methodology The online survey was commissioned by Campaigner on November 7 through November 13, 2017. The survey sampled 506 email marketers from the Campaigner customer base, and the average margin of error is +/- 4%. Full survey data can be found by clicking this link: https://www.campaigner.com/survey/results/Campaigner-Email-Marketing-Industry-Survey-Data-111417.pdf. About Campaigner Campaigner is a robust email marketing solution built by marketers to help small, medium and large businesses strengthen customer relationships and drive sales. Features include professional email campaign creation, industry-leading A/B split testing, advanced list management and segmentation tools, targeted email autoresponders and workflows, powerful API and CRM integration, and detailed campaign reporting. White label solutions are also available for resellers, agencies, and franchises. Campaigner is a brand of the j2 Cloud Services division of j2 Global, Inc. and a registered trademark of j2 Global Canada, Inc. Learn more at www.campaigner.com. About j2 Global j2 Global, Inc. (NASDAQ: JCOM) provides Internet services through two segments: Business Cloud Services and Digital Media. The Business Cloud Services segment offers Internet fax, virtual phone, unified communications, hosted email, email marketing, online backup and CRM solutions. It markets its services principally under the brand names eFax ®, eVoice ®, Onebox ®, FuseMail ®, Campaigner ®, KeepItSafe ®, Livedrive ® and LiveVault ®, and operates a messaging network spanning 50 countries on six continents. The Digital Media segment offers technology, gaming, lifestyle and healthcare content through its digital properties, which include PCMag, IGN, AskMen, Speedtest, Offers, ExtremeTech, Geek, Toolbox, Techbargains, emedia, Salesify, Everyday Health and others. As of December 31, 2016, j2 achieved 21 consecutive fiscal years of revenue growth. For more information about j2, please visit www.j2global.com.