Tuesday, September 29, 2015

Digital Marketers Banking on Mobile, Social Channels

In this article, some statistics from Salesforce's research (survey of 5000 marketers worldwide) clearly states that marketers now view digital channels as the cornerstone of their strategy, and many of these channels now anchor marketing functions. 

According to the research, 45% of marketers plan to shift spending from traditional mass advertising to advertising on digital channels. The report looks at marketers’ top priorities across all digital channels, and how their budgets, metrics, and strategies are shifting to support their goals.

As part of the survey, Salesforce asked marketers to share their top challenges that they face while executing their strategy. And among the top concerns marketers worry about most is the need to constantly stay on top off all the new marketing technologies and emerging trends. 

The article also revealed some stark contrasts between marketing in 2014 and 2015 — significant changes for such a short period of time. In 2014, the top areas in which marketers planned to increase spend were scattered across multiple disciplines and disparate initiatives. In 2015, the top five areas are all tied to social and mobile channels.

According to the report, 78% of marketers today have integrated mobile into their overall strategy, and 46% rate mobile website or app traffic as the most important mobile marketing metric. The Salesforce report singles out two specific mobile opportunities: loyalty and location-based campaigns. Marketers running mobile-based loyalty campaigns say they are extremely effective. They also recommend that you don’t wait any longer to test location-based content. “The consumer appetite for location-based content is there,” says Salesforce. “You just need to discover how your business can respectfully and relevantly use customer locations to create a more cohesive journey in the real world as much as in the online world.”

Social media is no longer seen as the fringe marketing outlet that it once was. In the study, 66% of marketers rated social media as core to their business. 78% have a dedicated social media team, up from 57% in 2014. Salesforce says it’s time to get serious about social, and test new channels. you need to invest the resources — both headcount and budget — to support social as a viable channel. If you’re not yet seeing significant business results from social, they recommend starting small and focusing on just one platform. What’s the one channel where your social audience is most responsive? Direct more resources to growing that space instead of spreading your efforts too thin.

Link to full article:

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