According to the Campaigner Marketing Trends Survey 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. And, are inclined to invest resources into email marketing, along with the rising popularity of social
media as a marketing channel.
EJ McGowan, general manager, Campaigner, notes that “… for marketers to stay up-to-speed… they should regularly monitor
consumer reactions to new innovations… adjust strategies accordingly… email will remain a significant investment in overall planning (in 2015)… with added emphasis on
the mobile commerce movement…”
According to the report, while technology advancements are increasing, only 10% of respondents believed they would have a definite impact, 36%
said they expect no effect, and 39% are unsure and still researching the effects of the new technologies. 87% of respondents believe the m-commerce channel will have little impact on their
New Year strategies.
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:
- Social media (26%)
- SEO (25%)
- Offline direct marketing (20%)
Number One Email Marketing Priority Going Into 2015 |
Priority | % of Respondents |
Higher click-through rates and email interaction | 52.63% |
Improved data collection and management | 13.68% |
Increased use of email marketing tools to improve results (A/B split testing, email automation, etc.) | 13.68% |
A more holistic marketing plan (integrated social, mobile, email, etc.) | 20.00% |
Source: Campaigner, December 2014 |
Respondents aim to leverage the leading ROI producers with 76% planning to invest in email marketing and 33% in social media for 2015, Additional marketing resolutions revealed, says
the report, include:
- 53% of respondents report that higher click-through rates and email interaction are the number one email marketing priorities for 2015
- 20%
prioritize a more holistic marketing plan (integrating email with mobile and social components)
- 41% claim that click-through rates are the most important metric in defining email
marketing success, while 38% rely on email opens
The report concludes with a list of New Year Resolutions that all top marketers might wish to follow in order to have their
campaigns thrive and produce an ROI enviable by all:
- Marketers should take advantage of social media and really quantify what they’re getting back by using click-through
tracking, email collection and click-through sales among other metrics
- Marketers should be more concerned that only10% of respondents think technological advances will have a
definite impact, and be ready to accommodate tech innovations as they develop, monitoring how they alter consumer interaction with their brands
- Marketers should expect a wave of m-commerce
as mobile emails and websites continue to become more responsive, and the purchasing processes become intuitive and streamlined. Incorporate mobile into 2015 strategies by using responsive
design templates and an integrated overall plan
- Considering that only 14% of respondents are prioritizing improved data collection and management for 2015, marketers should
dig into data and gain more valuable insights in order to build a better strategy. Using segmentation and A/B testing to learn from the data will provide the best results to bolster
campaigns
- Targeted emails will prioritize above competitors in the long run, says the report. Marketers should tap into transactional emails, which notoriously show the
largest rate of interaction with users to achieve an early advantage with the new advancement
For charts, data and
more information from Campaigner, please visit here.