The results of StrongView’s annual Marketing Trends Survey are in and email retains the top spot for increased investment in 2015, followed by social media and mobile marketing. Overall, the majority of marketers (54%) are increasing their budgets in 2015 – and that’s a healthy 17% increase of 2014.
The results are also encouraging for email marketing’s long march to one-to-one marketing. The top targets for increased email marketing investment are triggered and lifecycle marketing messages. This emphasis on automated messaging over batch mailings is a welcome development, as marketers clearly are looking at new and expanded data sources to trigger messages based on multiple data streams.
Despite the high ROI of email, in order for marketers to effectively leverage the channel and foster brand loyalty, they need to shift to more continuous messaging based on how their customers are interacting with them across channels. This survey shows that marketers are putting more dollars behind this shift, but that barriers still exist – as evidenced by the top challenges being accessing and leveraging customer data, as well as coordinating across channels.
For more information on some of the key trends from the survey, check out the infographic below or download a full resolution version.