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.
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
Source: Campaigner, January 2016
Plan To Implement Predictive Analytics For Marketing Purposes Within 2016
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
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?