Web marketing is evolving quickly, which means the ability to plan strategy effectively fewer than 30 percent of B2C marketers have a documented strategy and making data-driven decisions will continue to grow in importance.

I believe we ll also continue to see methods like influencer marketing and native advertising increase in prominence as well, given the diminishing reach of organic social-media marketing and the sheer number of content messages consumers are receiving every day.

That said, if I could only pick one technique or tool to focus on, I d pick email marketing.

That s a mistake, as studies consistently prove email marketing is one of the most effective marketing strategies out there.

For instance, a study by Gigaom asked marketers to rank their most effective digital-marketing tactics, and the responses unanimously pointed to email as the best method for achieving awareness, acquisition, conversion and retention.

They re good now, but they ve always been good.

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