As 2014 begins, marketers top priorities include driving increased conversion rates, improving brand awareness, and collecting, measuring, and using behavior-based data. This according to Salesforce’s recently released 2014 ExactTarget Marketing Cloud State of Marketing report, based on a survey of over 2,500 respondents.
Technology remains a focus, as marketers are increasing their efforts and budgets on solutions related to data and analytics, marketing automation, and content management among others.
Some of the studies additional findings include:
- 65% of marketers said driving subscriber engagement is their primary lifecycle challenge.
- 47% and 46% say they are prioritizing driving increased conversion rates and improving brand awareness, respectively
- 29% are focusing on collecting, measuring, and utilizing behavior-based data
- Social media marketing and SEO / SEM ranked third and fifth respectively in digital marketing areas that are most commonly-used among the survey base
The report reveals that the vast majority of marketers plan on maintaining a strong presence in email marketing (68%) and nearly half (46%) of marketers surveyed believe social is core to their business. 80% of marketers using mobile believe mobile efforts do or will provide ROI however 42% rarely / never use responsive design.
Several mobile technologies rated low for respondents. As highlighted in a MarketingCharts article covering the survey, “many respondents don’t have any plans to use mobile push notifications (53%), guided selling (51%), SMS messaging (49%), offer management (48%) and personalized web (42%) this year.”
Despite limited mobile technology emphasis, 41% of respondents also said that 31-50% of their subscribers open their emails via a mobile device, and 24% report that their emails are opened on a mobile device more than 51% of the time. As such, survey authors expect mobile email opens to increase alongside mobile device saturation, “so 2014 is the year to commit to mobile-friendliness.”
Salesforce’s 28 page report is available via download on their website, via short submission form.
Screenshot of PDF report cover taken 1/15/2014