According to the marketing trends survey, by Campaigner, detailing key industry insights and identifying specific areas of focus for 2015, marketers across the board are confident in their strategies with no plans of adaptation to meet the growing technology demands, but investing in email marketing and social media.
EJ McGowan, general manager, Campaigner, says “… the modern day marketer has a lot to consider when developing 2015 strategies… they should regularly monitor consumer reactions to new innovations, and… moving into 2015… email will remain a significant investment… with added emphasis on the mobile commerce movement…”
While technology advancements are increasing, marketers are showing no concerns, says the report. When asked if these would impact 2015 marketing strategies, only 10% of respondents believed new innovations would have a definite impact, 36% said they expect no effect, while 39% are unsure and still researching the effects of the new technologies. Even with momentous developments like Apple Pay 87% of respondents believe the m-commerce channel will have little impact on their New Year strategies.
Despite the entrance of new marketing channels and technology innovations, the survey found that email remains to be the best digital channel for marketing ROI in 2014. Over 62% of respondents rank email marketing as one of the top ROI generators, followed by
To achieve the greatest bang for their buck, respondents plan to leverage the leading ROI producers with 76% planning to invest in email marketing and 33% in social media for 2015. A majority (41%) claim that click-through rates are the most important metric in defining email marketing success, while 38% rely on email opens
Most Important Metric For Email Success | |
Metric | % of Respondents |
Email opens | 37.89 |
Click-through rates | 41.05 |
Bounce rates | 8.42 |
Social interaction | 4.21 |
Google analytics | 8.42 |
Source: Campaigner, December 2014 |
53% of respondents report that higher click-through rates and email interaction are the number one email marketing priorities for 2015. Others prioritize a more holistic marketing plan (20%), integrating email with mobile and social components
Number 1 Email Mail Marketing Priority | |
Priority | % of Respondents |
Higher click-through and email interaction | 52.53% |
Improved data collection and management | 13.68 |
Increased use of email marketing tools to improve results | 13.68 |
More holistic marketing plan | 20.00 |
Source: Campaigner, December 2014 |
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Drawing from the data, Campaigner proposes a list of Marketing Resolutions that to follow in order to have campaigns thrive and produce an enviable ROI.
With 2015 here, marketers should be ready to adapt to new technologies and keep attuned to industry changes to guarantee the success of marketing campaigns for this upcoming year, concludes the report.
For additional information, please visit Campaigner here.