Commentary

Button Up!

According to a new marketing trends survey by Campaigner, advances in social media, data analysis and customer experience will be the leading influences shaping the email marketing industry in the coming year. Social integration data indicates a shift in the use of social tools, specifically centered on direct buy buttons, as 36% of marketers report seeing an increase in sales from buy button integration.

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The study results indicate an even higher emphasis on this tool in 2016, with close to 60% more marketers projected to utilize buy buttons this year. In 2015, only 22% of marketers implemented buy buttons, yet the data suggests 35% plan on using them in 2016.

Furthermore, it seems this investment in buy buttons and other social integrations is paying off. More than two-thirds of marketers reported seeing higher referral traffic from social media in 2015, with almost half of them attributing it to a higher social spend.

Currently Implement Any Type Of Direct Buy Button

Implement Button

% of Respondents

No

78.1%

Yes

21.9%

Source: Campaigner, January 2016

 

 

Percentage Of Sales Seen As A Result Of Social Buy Buttons

% of Sales

% of Respondents

None

64%

1-5%

19.4%

6-10

9.3%

11-15

3.5%

16-20

2.7%

21-25

0.8%

Over 25%

0.4%

Source: Campaigner, January 2016

Types Of Buy Button Features Planned To Implement For 2016 Marketing Strategies

Button Feature

% of Respondents

Email buy button

22.3%

Facebook buy button

20.0%

Google buy button

8.4%

Twitter buy button

7.7%

Instagram buy button

7.0%

Pinterest buy button

7.0%

None of the above

64.7%

Source: Campaigner, January 2016

Additionally, the survey data reveals that marketers are turning away from the recent hype of big data, and, instead, seeking out segmented data on their target audiences. According to the survey, two-thirds of marketers believe smaller, segmented data provides better insight for marketing strategy and execution than big data.

Best Actionable Insights For Marketing Strategy And Execution

Action Preferred

% of Respondents

Smaller segmented data on my target audience

33.9%

Smaller segmented data on my specific industry verticals

18.5%

Big data on target audience trends and buying habits

14.7%

Smaller segmented data on my existing customers

13.4%

Big data on existing customer trends and buying

12.7%

Big data on industry / business trends

6.9%

Source: Campaigner, January 2016

EJ McGowan, general manager, Campaigner, says “…this idea around ‘little data’ will be crucial to marketing success in 2016… marketing strategy should not only be based on data, but… directly relevant to your audience… industry is moving from a macro-data outlook to… segmented and targeted approach to metrics… “

Supplementary to little data, predictive analytics will become a bigger emphasis for marketers in 2016. The survey reveals an almost 50% increase in the use of predictive analytics from 2015 to 2016

Currently Utilize Predictive Analytics Technology To Improve Marketing Strategy

  • No – 80.2%
  • Yes – 19.8%

Source: Campaigner, January 2016

Plan To Implement Predictive Analytics For Marketing Purposes Within 2016

  • No -­- 70.5%
  • Yes -­- 29.5%

Source: Campaigner, January 2016

Marketers will be able to leverage these strategies to gain deeper insights into customers and establish more effective relationships in order to accomplish what they rank as their top two goals for 2016: attracting new customers and retaining current customers.

Top Two Marketing Goals For 2016

Goal

% of Respondents

Attracting new customers

74%

Customer retention

40.1%

Increased brand awareness

39.3%

Increased e-­-commerce activity

29%

Brand loyalty

18.5%

Source: Campaigner, January 2016

Job descriptions of email marketers in 2016 may be vastly different from those of years past, thanks to new emerging technologies and goals, says the report. The data shows that 70% of marketers see their role evolving this year by focusing on optimizing their website for individualized, personalized user experiences. 46% see an increase of ownership of the customer experience, and almost a third foresee their role evolving into more of a marketing technologist.

Marketing Role Evolving In 2016

Anticipated Marketing Role

% of Respondents

Optimizing the website for individualized, personalized user experience

 69.5%

Taking on ownership of customer experience

 45.9%

Becoming more of a marketing technologist

 31.4%

Increasing use of content localization as business expands globally

 25.2%

Adopting prescriptive analytics to make data-­-informed investments

 18.3%

Moving away from advertising in light of ad-­-blocker prevalence

 9.8%

Source: Campaigner, January 2016

McGowan concludes by saying, “… just as marketing strategies and technologies are evolving, so are marketers’ roles and responsibilities… adapting to new innovations… key to maintaining, and increasing, business success… promising for the future of the industry… ”

For more information on this study, please contact Campaigner.com

 

 

1 comment about "Button Up!".
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  1. Merri Grace McLeroy from Integrated Marketing Strategies LLC, January 27, 2016 at 11:02 a.m.

    Super article. I'm curious as to the methodology behind the survey because I find it shocking that 74% of respondents cite attracting new customers as their primary goal and only 18% are focused on increasing brand loyalty. History proves a focus on increasing loyalty is much more profitable than attracting new customers. It begs the question, is this focus on acquisition a frustrated attempt to attract the illusive Millenial?

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