Saleforce surveyed 5,000 marketers globally at the end of 2014 to discuss their priorities and digital strategies in 2015.
The report importantly concludes that “marketers plan to increase investments in social media advertising, social media marketing, location-based mobile tracking, mobile apps and email marketing in an effort to create cohesive customer journeys”. Let’s look at this, and other results from the report.
The Customer Journey Is Highly Important
Marketers are prepared for a shift from campaign-type marketing activities to personalised 1 on 1 customer journeys. 86% of senior marketers agree that creating “a cohesive customer journey across all touchpoints and channels” is critical.
The most relevant tools to us in order to create this experience, are “mobile apps, marketing analytics and customer relationship management (CRM) tools”.
“the future of marketing is building cohesive customer journeys across sales, service and marketing interactions. It is more important than ever to connect with each person interacting with your brand, and personalize journeys based on their actions and preferences… This will be the year that businesses connect the dots accordingly and implement a truly multi-channel approach to personalize each customer’s engagement.”
Social Budgets Are Growing More Than Any Other Digital Channel.
The report found that there has been a “major shift in how marketers view social” – 64% of marketers see social as “a critical enabler of products and services”. Compared to 25% in the previous report. In fact, 70% of respondents said that they are increasing their “spending on social media advertising” for 2015. This includes “mobile ads on platforms such as Facebook, Twitter, Instagram and Snapchat“. Finally, another major shift in terms of traditional marketing versus digital – “38% of marketers will shift spend from traditional advertising to digital” in 2015.
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Marketers Integrate Mobile A Lot More In Their Strategies.
It is clear that the only way marketers can read customers on a 1:1 basis is through real-time interaction on their mobile devices. 68% of marketers say that they have “integrated mobile into their overall marketing strategy” – This percentage sees a 20% surge from last report’s 48%. Also, this year, 65% say they “plan to spend more on mobile push notifications“. That’s a 32% increase from last year! Also, 67% will be investing in mobile data tracking and finally, 58% responded that they have dedicated mobile marketing teams for this purpose.
Email Reigns Supreme “As The Digital Marketing Engine”.
The report showed that email is still “core to business”. 73% of marketers agree to this – 92% of marketers agree that email drives ROI and is therefore highly relevant for 2015. The key metric for email marketing success remains the click-through rate (47%) barely above conversion rate (43%). Just over half (56%) of marketers agree that their corporate websites are still the most effective digital technologies.
You can download the full report here