Here are the main points from the report:
Mobile applications, marketing analytics and customer relationship management tools are the three most important technologies to creating a cohesive customer journey. The following graphic ranks technologies by importance and the perception of their effectiveness by marketers.
The top five areas of increased spending include social media advertising (70%), social media marketing (70%), social media engagement (67%), location-based mobile tracking (67%) and mobile applications (66%). The following graphic compares the top 5 areas of increased spending and three technologies critical to creating a cohesive customer journey.
Social media and mobile marketing are quickly emerging as critical enablers of products and services. Marketers plan to spend more on social media advertising, social media marketing, social media engagement, location-based mobile tracking, and mobile applications. The first graphic shows the percentage of marketers who plan to invest in these respective areas in 2015, and the second graphic shows why mobile marketing and social media marketing are core to marketer’s businesses:
The three most pressing business challenges facing marketers in 2015 are new business development, quality of leads, & remaining up to date with current market technology and trends (27% each), customer acquisition (26%), and quantifying marketing’s return on investment (25%). The following graphic lists in prioritized order the most pressing business challenges marketers are facing in 2015:
Mobile marketing is paying off for many marketers, with 31% reporting that these strategies produce ROI. Mobile marketing increased as a critical enabler of marketer’s products and services from 57% in 2014 to 70% in 2015. The following graphic shows the specific results pertaining to Mobile Marketing Return on Investment.
There was a 39% leap in the importance of social media marketing as a critical enabler of products and services between 2014 and 2015. In 2014, 25% of marketers considered social media marketing a critical enabler of products and services, increasing to 64% in 2015. The following graphic from the study illustrates social media marketing’s rapid impact on business:
Revenue and customer satisfaction are the most common metrics used to evaluate marketing’s contribution. The top 5 digital marketing metrics marketers are planning to use in 2015 include revenue growth (32%), customer satisfaction (30%), return on investment (23%), customer retention rates (23%) and customer acquisition (23%).