A new marketing report has been published by Salesforce, one of the world’s leading customer relationship management (CRM) software providers. The 2016 State of Marketing Report collated information from 3,975 marketers from across the globe and offers some interesting insights into the industry.
Salesforce Marketing Cloud Director of Product Marketing Meghann York said: “High-performing marketers are extensively utilising sophisticated marketing technology, like marketing analytics and predictive intelligence, and are more likely to extensively use data targeting and segmentation.”
It was also revealed by the firm that those investing in marketing technology are pleased with where their numbers are going. In fact, over the course of 2016, it seems that many marketers aim to spend over 70 per cent of their entire budget on digital marketing. Social channels are likely to see significant growth in investment, with Facebook, Twitter, YouTube and Google+ being the most effective platforms.
However, York explained that there are other alternatives: “We’re also seeing interesting opportunities for marketers on channels like Snapchat and Instagram. Snapchat really moved into social media’s centre stage from the fringes in 2015 and it’s quickly becoming a preferred channel for younger consumers.”
Salesforce’s marketing report revealed that more than two-thirds of marketers are extremely serious about their mobile strategies. There’s no longer a focus on mobile-only or mobile-first because every channel is now mobile. As a result, respondents to the survey indicated mobile app usage has grown by 98 per cent over the past year, whilst location-based mobile tracking has soared by 149 per cent.
Despite Salesforce’s publication focusing on digital marketing, there was also a strong indication that consumers no longer care which channel or medium companies use to engage. Instead, it is essential for firms to remain relevant and consistent in their marketing. As a result, many marketers are now becoming “customer experience designers”, with York revealing that well-executed consumer journeys are essential, as is a degree of personalisation across all channels.
Finally, the report makes it extremely clear that technology has opened up new ways for customers and companies to engage and, as a result, marketers need to build personal rapport with people if they’re to connect in a positive way. In addition, though new channels may offer some novelty and promises of better tracking and efficiency, they’re still just channels, and the same consistency and relevance needs to be given to consumers if rewards are to be seen.
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