Although 2016 has just begun, research shows that senior marketers already anticipate spending more on digital marketing efforts this year compared to last. The “2016 New Year Outlook Survey” published by RSW/US indicates that the majority of marketers (80 percent) expect their digital marketing spend to be “somewhat” or “significantly” higher than 2015.
In addition to digital, more than 50 percent of respondents said that they expect their mobile marketing spend to be somewhat or significantly higher than last year as well. About 60 percent stated the same for social media marketing.
In terms of necessities, marketers anticipate a greater need for data capabilities in 2016. About 80 percent claimed that they expect to see the demand for marketing analytics capabilities to “sharply” or “somewhat” rise this year. Nearly half (43 percent) indicated that it will be “important” for their company to provide these capabilities.
Marketing Professionals Place Confidence in Data
Marketers are already familiar with the benefits of data-driven marketing, according to previous research. The “Global Review of Data-Driven Marketing and Advertising” report published by MediaMath and produced by the Winterberry Group and Global DMA found that 81 percent describe data as “important” to their efforts.
Throughout 2015, about 36 percent of U.S. marketers indicated that they had seen a moderate increase in their data-driven marketing spend. Looking ahead to 2016, nearly 39 percent said they expected this amount to rise again.