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Social, Mobile, E-Mail Top Marketers Agendas for 2015: Salesforce Report
Budgets for social are growing more than any other digital marketing channel, according to the State of Marketing 2015 report from Salesforce.com. Sixty-four percent of marketers now view social as a critical enabler of products and services, up from 25 percent in the 2014 State of Marketing report. Seventy percent of marketers said they would increase spending on social media advertising.
Marketers are also integrating mobile into their overall marketing strategy. Marketers are increasingly focused on ensuring they are reaching their customers with 1:1 interactions in real-time via mobile devices, according to the report. Sixty-eight percent report they have integrated mobile into their overall marketing strategy, up from 48 percent in last year’s report. Sixty-five percent plan to spend more on mobile push notifications, a 32 percent year-over-year increase. Fifty-eight percent now have a dedicated mobile marketing team, up from 35 percent in 2014.
Salesforce adds that e-mail reigns as the digital marketing engine. Seventy-three percent of marketers agree that email is core to their business, and 92 percent report that email produces a return on investment (ROI). Forty-seven percent of survey participants cited click-through rates as the key metric for measuring email marketing success, while 43 percent identified conversion rate as the key metric.
“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,” said Scott McCorkle, CEO, Salesforce Marketing Cloud division in a prepared statement. “Our 2015 State of Marketing report shows that this will be the year that businesses connect the dots accordingly and implement a truly multi-channel approach to personalize each customer’s engagement.”
Source: http://mobilemarketingandtechnology.com/2015/01/26/social-mobile-e-mail-top-marketers-agendas-for-2015-salesforce-report/
