Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
In Q4 of 2013, we surveyed over 100 retail marketing executives across the United States on what technologies, data, and innovative ideas were most important to them. Not only that, we asked them what there current budgets and planned budgets were for all these strategies over the next 5 years. The results were surprising!
their reporting and trackingHow Industrial Marketers Track ROI?Andrew Flynn
More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
In Q4 of 2013, we surveyed over 100 retail marketing executives across the United States on what technologies, data, and innovative ideas were most important to them. Not only that, we asked them what there current budgets and planned budgets were for all these strategies over the next 5 years. The results were surprising!
their reporting and trackingHow Industrial Marketers Track ROI?Andrew Flynn
More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
The Chief Marketing Officer Council: Getting Involved as a SponsorCMOCouncil
The CMO Council is a global channel of insight, access and influence, representing over 8,500 members across 110 countries. Tapping into this valuable channel can happen in a number of ways. This presentation shares the makeup of the CMO Council membership, its global reach and digital footprint and ways in which sponsors can engage with the peer-powered network of marketing leaders.
In a rapidly evolving, digitally driven world, how do marketers really feel about new platforms, new data sources and new expectations of their role? Marketing Monitor is a study from TNS that surveys more than 2,700 marketers from across Asia Pacific to track the key issues dominating their agenda.
The CMO Survey Report: Highlight and Insights August 2014christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
Digital Technology: The Organizational Quandary, Qubit and Forrester researchQubit
Qubit recently commissioned Forrester Consulting to carry out a research project on the difficulties marketers are facing in getting the most out of their digital marketing technology. Read on for the key findings from the whitepaper, 'Digital Technology: The Organizational Quandary', September 2013.
Social Media has a strong influence on consumer behaviour and brand commitment. It is part of a new “word of mouth” culture where recommendations are not only given and received amongst family and friends - but amongst a much wider audience. New business models such as group buying, move far beyond a recommendation to an immediate call to action from friends.
Consumers are now used to read other peoples’ comments and that influence their purchase decisions. There are also many consumers who write comments and want to influence companies in doing so. The consumer wants to be heard and enter into a dialog with companies as opposed to the former one-way communication. These trends show the importance of social media conversation and suggests that social media will gain even more importance in the future than it already does. TNS supports Clients in finiding new insights for Growth
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
The CMO Survey Highlights and Insights February 2015christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
Five statistics on using social media to drive lead generation for B2B companies.
Most B2B marketers still think of social media as a consumer tactic. But, in truth, by pinpointing the right message to the right targets through the right social media platforms at the right times, you can connect and convert the sale faster than traditional channels.
www.pinpointmarketresearch.com
www.andersonjonespr.com
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
The Chief Marketing Officer Council: Getting Involved as a SponsorCMOCouncil
The CMO Council is a global channel of insight, access and influence, representing over 8,500 members across 110 countries. Tapping into this valuable channel can happen in a number of ways. This presentation shares the makeup of the CMO Council membership, its global reach and digital footprint and ways in which sponsors can engage with the peer-powered network of marketing leaders.
In a rapidly evolving, digitally driven world, how do marketers really feel about new platforms, new data sources and new expectations of their role? Marketing Monitor is a study from TNS that surveys more than 2,700 marketers from across Asia Pacific to track the key issues dominating their agenda.
The CMO Survey Report: Highlight and Insights August 2014christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
Digital Technology: The Organizational Quandary, Qubit and Forrester researchQubit
Qubit recently commissioned Forrester Consulting to carry out a research project on the difficulties marketers are facing in getting the most out of their digital marketing technology. Read on for the key findings from the whitepaper, 'Digital Technology: The Organizational Quandary', September 2013.
Social Media has a strong influence on consumer behaviour and brand commitment. It is part of a new “word of mouth” culture where recommendations are not only given and received amongst family and friends - but amongst a much wider audience. New business models such as group buying, move far beyond a recommendation to an immediate call to action from friends.
Consumers are now used to read other peoples’ comments and that influence their purchase decisions. There are also many consumers who write comments and want to influence companies in doing so. The consumer wants to be heard and enter into a dialog with companies as opposed to the former one-way communication. These trends show the importance of social media conversation and suggests that social media will gain even more importance in the future than it already does. TNS supports Clients in finiding new insights for Growth
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
The CMO Survey Highlights and Insights February 2015christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
Five statistics on using social media to drive lead generation for B2B companies.
Most B2B marketers still think of social media as a consumer tactic. But, in truth, by pinpointing the right message to the right targets through the right social media platforms at the right times, you can connect and convert the sale faster than traditional channels.
www.pinpointmarketresearch.com
www.andersonjonespr.com
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
"What is design" from a holistic point of view. This slide show is a update from my first one "The changing role of design. It was presented on 16 Aug 2008 at The Fellowship of Inventors Workshop "Design for Life".
11 Design Strategies Of The Next Decadedesignsojourn
How will we design differently in the next decade? Join the conversation at http://www.designsojourn.com/11-design-strategies-of-the-next-decade and stand a chance to win a HP Mini 5101!
Customer interview presentation at Lean Startup Machine Amman-Jordan.
Describe best practice, what to do, what not, where to find your customers and what to ask them, as part of customer discovery process (Cus_Dev & Lean Startup methodology)
Intro and Description of Business Model Canvas (Osterwalder), Value Proposition Designer (Osterwalder), and 7 steps to follow when working with these business design tools. I have developed these steps from my experiences as a startup coach.
New research presented at Demand Metric Demand Generation Virtual Summit: http://events.demandmetric.com/
Watch the presentation: https://www.youtube.com/edit?video_referrer=watch&video_id=z1xy8lvpd3o
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
State of marketing measurement survey 2014Prayukth K V
The 2014 State of Marketing Measurement Survey revealed CEOs desire all marketing
activities to be continuously measured and decision-making to be founded on strong
statistical evidence. The line between online and offline marketing channels is blurring, and the rise of mobile is diversifying industry metrics.
2014 Demand Metric Outlook Study: Highlights & HorizonsDemand Metric
There’s little doubt that 2013 was the Year of the Customer. Successful companies have always known that the “Customer is King.” What was different about 2013 was that companies, particularly their marketing and sales organizations, had better tools with which to understand their needs, wants and desires and better ways to serve these needs.
2013 was also the year in which the Modern Marketing Organization consolidated and deepened its role within large and mid-sized organizations as the owner and driver of revenue-producing initiatives and programs. More than ever before, Marketing has direct control over the sales/buying process and with it the customer journey. That change has given Marketing more opportunity to prove its value to the company, while at the same time increasing pressure to deliver results with measureable advances in performance and productivity.
This premier Demand Metric Outlook Study will examine Highlights of 2013: Our best research, great marketing moments and major
influencers in our industry as shared by our Research Directors and Senior Analyst Network.
In the Horizons section of this study, we pull out our crystal balls and share our predictions for trends, new ideas and emerging vendors and
products we see on the Horizon for 2014.
To obtain this document, visit us at http://www.demandmetric.com/register
As part of the award-winning SUBSCRIBERS, FANS, & FOLLOWERS research series, we surveyed hundreds of digital marketers on the tactics they’re using today to gain more invested, more engaged audiences across every digital channel. From mobile apps to email, consider this data your catalyst for audience growth brainstorming and success.
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]Placester
Want to find out what digital marketing trends occurred in 2015 — and which you need to pay close attention to in 2016? In our free ebook, we provide dozens of the most revealing online marketing statistics from the past year, featuring data on everything from SEO and social media to email marketing and analytics. So use these content marketing stats to formulate your real estate marketing plan for the next year, and be sure to tweet out your favorite stats to your Twitter followers!
capgemini research on cmo responsibilities with changing times in 2021Social Samosa
The latest Capgemini research highlights the need for CMOs to transform their skills with the evolving times and reimagine the customer journey with real-time engagement for a data-driven marketing environment.
State Of Digital Healthcare In 2017 - HIMSS - • Healthcare Marketing Leadership Index
• Online and Digital Marketing Techniques Used
• CMS, CRM, and Marketing Automation
• ROI and KPIs
• Web Innovations
• Importance/Effectiveness of Digital Marketing Efforts
• Driving Digital Transformation of the Healthcare Brand
• Resources
• Key Take-aways
• Recommendations From the Research for Providers
My background is healthcare marketing; products (injectable & oral pharmaceuticals, IV pumps, disposables), healthcare services (market access programs, pharmacy benefits), managed care and healthcare digital marketing. Connect with me at LinkedIn and Twitter, visit my healthcare website -an industry resource since 2004...
Twitter: @johngbaresky
LinkedIn: https://www.linkedin.com/in/johngbaresky
My website: www.healthcaremedicalpharmaceuticaldirectory.com
Portfolio: https://www.clippings.me/johngbaresky
#IOT #digital #healthcare #marketing #medical #pharmaceutical #doctor #patient #consumer
... Healthcare Marketing Leader: Pharmaceutical, Medical Device, RPA, SaaS, Digital Marketing Strategy, Managed Care, Market Access - John G. Baresky
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
2. 2 /
2015 STATE OF
MARKETING
In the fall of 2014, we surveyed thousands of marketers
for our second annual State of Marketing report. We
wanted to learn marketers’ top priorities for 2015
across all digital channels — and how their budgets,
metrics, and strategies supported their goals.
With more than 5,000 responses, this report offers a
data-centric look at the digital marketing landscape
of 2015, as well as the increasing significance of the
customer journey.
Executive Summary: Global
Finding a Focus for 2015
Ranking the Top Obstacles
Banking on Social and Mobile
Using Technology to Craft the Customer Journey
Email Keeps a High Profile
Raising the Stakes on Responsive Design
The Year of Mobile Has Arrived — for Real This Time
Small Screen, Big Impact: Integrating Mobile
Social Takes the Spotlight
2015 Recommendations
Executive Summaries by Country and Region
Australia
Brazil
Canada
France
Germany
Japan
The Nordics
United Kingdom
United States
Executive Summaries by Business Type
B2B
B2C
Survey Methodology and Demographics
3
4
6
8
11
13
17
19
22
27
30
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Table of Contents
2015 State of Marketing 2
3. The 2015 State of Marketing survey asked marketers about their budgets, priorities, channels, strategies, and metrics for 2015. Here’s a snapshot of
key findings based on cumulative responses from marketers around the world. See executive summaries by country, region, and business type (B2B
and B2C) beginning on p. 37 for more detailed data.
84% of marketers plan to increase or maintain their spend in 2015.
38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: Global
SOCIAL
MOBILE
EMAIL
66% of marketers believe social media
marketing is core to their business
N=2986*
66% have a dedicated social
media team
64% believe social is a critical enabler
of their products and services
42% rate social media traffic as the most
important social marketing metric
71% of marketers believe mobile
marketing is core to their business
N=2306*
68% have integrated mobile marketing
into their overall marketing strategy
58% have a dedicated mobile
marketing team
43% rate mobile website or app traffic as
the most important mobile marketing metric
73% of marketers believe email
marketing is core to their business
N=2397*
49% always/often use responsive
design in emails
47% report click-through rate as the
most important email marketing metric
23% don’t know what device emails
are read on
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1
New business
development
#2 Quality of leads #3 Remaining up to date with current
marketing technology and trends
Top 5 Areas for Increased Spending
Social media
advertising
70%
Social media
marketing
70%
Social media
engagement
67%
Location-
based
mobile
tracking
67%
Mobile
applications
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Mobile
applications
57%
7%
Marketing
analytics
54%
66%
CRM
tools
54%
67% 66%
2015 State of Marketing 3
4. 2015 State of Marketing 4
Marketers in 2015 will have a record-high number of technologies,
channels, and tactics to choose from. The first step toward a solid
strategy is finding focus amid the noise, whether that noise is coming
from a social network claiming to own the most valuable audience or a
pundit declaring that the CMO is now the chief officer of something new.
With an ever-greater number of responsibilities and tactics to test,
marketers must keep a tight focus on the metrics that not only matter
to their business, but also can truly be influenced. We asked survey
respondents to identify their top metrics for success in the new year, as
shown in the following chart.
Revenue growth was the number-one metric for surveyed marketers. In
The State of Marketing Leadership,1
a report on senior-level marketers
published by LinkedIn and Salesforce Marketing Cloud, revenue growth
was also named the top metric to gauge marketing success. Revenue
growth will continue be the primary success metric that marketers use
in 2015, while customer satisfaction is a close second: 30% of marketers
say that customer satisfaction is one of their top metrics.
The third most important metric was a tie between ROI, customer retention
rates, and customer acquisition, demonstrating that 2015 focus will largely
center on attracting customers and engaging them long-term.
With so many technologies demanding substantial time and effort,
marketers must evaluate which tools will be most effective for their unique
business goals. The chart on p. 5 shows a long list of potential channels
and strategies to invest in and the percentage of marketers who currently
use them. It also shows average ratings of that channel or strategy’s
effectiveness and whether marketers who aren’t using it plan to do so in
the next 12 months.
Finding a Focus for 2015
Top 5 Digital Marketing Metrics for Success
Revenue growth
32%
30%
23% 23% 23%
Customer satisfaction Return on investment Customer retention rates Customer acquisition (i.e.,
audience and/or list growth)
Increasingly, marketers are shifting attention from traditional metrics like conversion
rates and return on investment to metrics that better reflect customer satisfaction.
1
The State of Marketing Leadership, Salesforce Marketing Cloud and LinkedIn, November 2014
5. 2015 State of Marketing 5
Email marketing, social media advertising, and social media listening
had the highest very effective/effective ratings. Meanwhile, blogging,
display/banner ads, corporate website, and native advertising had the
highest number of marketers saying they didn’t know whether they’d
use them, showing a need for greater training and education around
these techniques. For recommendations on how to make the most of
the digital marketing channels and strategies you choose to pilot and
implement in 2015, flip to the “Recommendations” section on p. 30 of
this report.
Finding a Focus for 2015
Popularity and Effectiveness of Digital Marketing Channels and Strategies
56%
44%
44%
44%
42%
41%
40%
39%
38%
37%
35%
32%
31%
31%
29%
27%
27%
25%
24%
24%
22%
21%
20%
19%
18%
15%
Corporate website
Social media engagement
Social media marketing
SEO/SEM
Landing pages
Email marketing
Display/banner ads
Social media advertising
Blogging
Social media listening
Videos
Native advertising
Web personalization
Content marketing
Recommendations via email
Data targeting and segmentation
Mobile application(s)
Guided selling
Mobile text messaging (SMS)
Video advertising
Marketing automation
Offer management
Lead nurturing and scoring
Mobile push notifications
Location-based mobile tracking
Podcasting
26%
27%
29%
31%
31%
27%
30%
29%
31%
30%
29%
30%
36%
32%
31%
34%
34%
32%
31%
31%
34%
31%
34%
34%
32%
30%
0% 100%
Piloting/Plan
to Use in Next
12 Months
Currently
Using
64% 25% 10%
67% 22% 10%
66% 23% 9%
66% 25% 7%
66% 24% 8%
68% 23% 8%
68% 22% 8%
68% 21% 9%
61% 27% 9%
58% 28% 9%
66%
66%
62%
25% 8%
26%
27%
6%
9%
65% 26% 7%
65% 24% 8%
67% 24% 7%
65% 24% 8%
64% 25% 8%
67% 23% 7%
64% 24% 8%
66% 24% 8%
66% 25% 6%
67% 25% 7%
62% 28% 8%
59% 29% 10%
58% 27% 13%
Very effective/effective
Somewhat effective
Not very effective/
not at all effective
Don’t know
20% 40% 60% 80%
6. 2015 State of Marketing 6
Digital channels can have long-lasting impact on ROI and audience
growth, and an ever-greater number of marketers understand that
nurturing the customer journey is crucial to growing a business (see
the section “Using Technology to Craft the Customer Journey”). But
with so many barriers to attracting consumer attention and a long
list of responsibilities on marketers’ plates, reaching this ideal state of
customer satisfaction and business success can be highly challenging.
As part of this survey, we asked marketers to share the top challenges
that they face while executing their marketing strategy.
Last year, our report asked about business challenges primarily in the
context of email lifecycle marketing. This year, we expanded our focus
to include business challenges that encompassed the entire customer
journey, as shown in the following chart. We first asked marketers to
select all of their most pressing business challenges from the list. Of the
business challenges they selected, we then asked them to rank their top
three business challenges, which are reflected in the rankings on the
right side of the chart.
Ranking the Top Obstacles
RANK
1
2
3
4
5
9
6
11
7
8
13
10
16
19
12
17
15
18
14
20
27%
27%
27%
26%
25%
25%
23%
23%
22%
22%
22%
21%
21%
21%
20%
20%
19%
18%
18%
1%
New business development
Quality of leads
Remaining up to date with current marketing technology and trends
Customer acquisition
Quantifying marketing's return on investment
Integration of marketing tools/systems
Demand and lead generation
Budgetary constraints
Building deep customer relationships
Creating a personalized cross-channel experience
Producing unique, original content
Using existing data to drive more relevant messages and experiences
Keeping pace with competitors
Staying ahead of social media trends
Talent acquisition and retention
Understanding what data to analyze
Shifting consumer demographics
Channel expansion and device adoption
Enterprise-level system optimization
Other
Most Pressing Business Challenges
7. 2015 State of Marketing 7
Three challenges tied for first place: new business development,
quality of leads, and remaining up to date with current marketing
technology and trends. Interestingly, challenges like budgetary
constraints and uniqueness of content weren’t among the most
common challenges for marketers, indicating that marketing
resources aren’t necessarily strapped — it’s more about filling the
funnel with quality instead of quantity.
The challenge of staying updated with current technology and trends
also makes sense as a top obstacle. Senior marketing leaders today
report a growing responsibility to teach their teams how to perform
new functions and develop their marketing technology skills.
It’s clear that marketers come up against a variety of challenging
obstaclesbothinternallyattheircompanies(asinthecaseofquantifying
marketing’s ROI) and externally with their audiences (as with customer
acquisition). See the recommendations at the end of this report for
guidance on how to improve marketing results amid these challenges.
Ranking the Top Obstacles
The biggest challenges of 2015 are new business development, quality of leads, and
remaining up to date with current marketing technology and trends.
8. 2015 State of Marketing 8
On average, 84% of respondents plan to increase or maintain their
spend on marketing activities and technology in 2015. Marketers in the
US plan to increase or maintain spend at the lowest rate of countries and
regions surveyed (80%). The top spenders are Canadian and Brazilian
marketers: 96% plan to increase or maintain their spend.
Take a look at the percentage of marketers in each country that plan to
increase or maintain their overall marketing spend in 2015.
Banking on Social and Mobile
80%
N=3002
US
96% 96% 81% 85% 88% 90% 90% 94%
N=250 N=430 N=251 N=252 N=250 N=251 N=253 N=114
Canada Brazil Japan Australia UK Germany France Nordics
N=3002 N=250 N=430 N=251 N=252 N=250 N=251 N=253 N=114
Social media
advertising
70%
Social media
marketing
70%
Social media
engagement
67%
Location-based
mobile tracking
67%
Mobile
applications
66%
Now that we understand who’s planning to spend at higher rates, how
will marketers use those larger budgets? One emerging area is online
advertising. Surveyed marketers said they planned to shift 38% of their
marketing spend from traditional advertising to digital advertising in
2015. B2C marketers plan to shift spend at a slightly higher rate, with
42% of B2C marketers planning to move traditional budget into digital
vs. 34% of B2B marketers.
Marketers plan to spend more money on these five key areas in 2015
(percentages represent marketers who plan to increase spend on that
activity).
9. 2015 State of Marketing 9
These statistics point to 2015 as the year when marketers will truly bank
on social and mobile. Contrast these five areas with those from our 2014
State of Marketing report: data and analytics, marketing automation,
email marketing, social media marketing, and content management,
respectively, were the top five areas in which marketers planned to
increase spend in 2014. Last year’s results indicated that marketers were
attempting a far-reaching focus on many areas of digital marketing,
while marketers this year seem to be carefully choosing social and
mobile as pillars in their strategy.
This decision to invest more financial resources in social and mobile
makes sense, as 64% of marketers see social media marketing as a
critical enabler of products and services and 70% see mobile marketing
as a critical enabler of products and services. As customers increasingly
switch between devices and expect brands to create real-time one-to-
one connections, these increased social and mobile spends will help
marketers take customers on a journey.
The goal of modern marketing is to elevate the customer experience
across every channel. Marketers are now able to extend the customer
journey in a powerful new way inside apps and across devices, creating
personal brand experiences for every interaction with every customer.
Banking on Social and Mobile
64% of marketers see social media marketing as a critical enabler of products and
services and 70% see mobile marketing as a critical enabler of products and services.
Why Is Mobile Marketing Core to Your Business?
16% 70% 15%
Our business’ primary revenue source is directly linked to mobile marketing
Mobile marketing is a critical enabler of our products and services
Mobile marketing indirectly impacts our business performance
Why Is Social Media Marketing Core to Your Business?
16% 64% 19%
Our business’ primary revenue source is directly linked to social media marketing
Social media marketing is a critical enabler of our products and services
Social media marketing indirectly impacts our business performance
10. 2015 State of Marketing 10
This chart provides a more detailed look at how marketers plan to spend money on various digital marketing technologies, and whether the amount
spent will increase or decrease — with social and mobile leading the way.
Banking on Social and Mobile
70%
70%
67%
67%
66%
65%
64%
63%
63%
62%
62%
61%
61%
60%
60%
60%
59%
59%
59%
58%
56%
56%
56%
54%
53%
51%
24%
25%
27%
27%
27%
30%
29%
29%
31%
30%
32%
31%
32%
32%
32%
32%
32%
35%
33%
34%
38%
37%
37%
34%
36%
40%
3%
2%
3%
4%
3%
3%
3%
4%
3%
3%
3%
4%
3%
5%
4%
5%
5%
3%
4%
5%
3%
4%
4%
7%
6%
5%
0% 20% 40% 60% 80% 100%
Social media advertising
Social media marketing
Social media engagement
Location-based mobile tracking
Mobile application(s)
Mobile push notifications
Web personalization
Marketing automation
Social media listening
Content marketing
SEO/SEM
Video advertising
Guided selling
Videos
Display/banner ads
Podcasting
Email marketing
Lead nurturing and scoring
Mobile text messaging (SMS)
Corporate website
Landing pages
Blogging
Native advertising
Offer management
Recommendations via email
Increase substantially/increase somewhat
Stay about the same
Decrease somewhat/decrease substantially
Don't know
Areas of Increase and Decrease in 2015 Budget
Data targeting and segmentation
11. 2015 State of Marketing 11
Using Technology to Craft the Customer Journey
For the past 10 years, digital channels and data points have been
accumulating at breakneck speed. Every industry has been disrupted.
The customer now rules, and speed is the new currency of business.
Marketers have scarcely had a moment to make sense of it all with
a single big idea that ties everything together. Enter the customer
journey. A growing number of marketers today are envisioning their
entire marketing strategy under the umbrella of a cohesive customer
journey, which we define as all of the interactions a customer has with
brands, products, or services across all touchpoints and channels.
According to recent research, 86% of senior-level marketers say that
it’s absolutely critical or very important to create a cohesive customer
journey. Another 11% view the customer journey as moderately
important.2
Technology is the essential glue that connects various
moments along the customer journey to create one-to-one experiences.
From analytics that help marketers create personalized interactions, to
mobile applications that create personal brand experiences for every
interaction, to CRM tools that let marketers track the span of a customer
relationship, the customer journey relies completely on its technological
elements.
The following chart shows which technologies marketers find most
effective at creating a cohesive customer journey. The left column
shows the percentage of marketers that rate that technology absolutely
critical/very important to the customer journey.
Absolutely Critical/
Very Important
57%
54%
54%
51%
44%
42%
41%
40%
40%
37%
50%
46%
45%
45%
41%
39%
39%
41%
43%
42%
27%
30%
29%
31%
29%
27%
32%
30%
29%
28%
22%
23%
24%
23%
28%
31%
27%
27%
26%
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile applications
Marketing analytics
Customer relationship management (CRM) tools
Content management
Marketing automation
Predictive intelligence
Collaboration tools
Social listening tools
Social publishing tools
Enterprise resource planning (ERP) software
Very e ective/e ective Somewhat e ective Not very e ective/not at all e ective Don't know
The Effectiveness of Various Technologies at Creating a Cohesive Customer Journey
2
The State of Marketing Leadership, Salesforce Marketing Cloud and LinkedIn, November 2014
12. 2015 State of Marketing 12
Using Technology to Craft the Customer Journey
The three technologies rated as most critical and important to the
customer journey were mobile applications, marketing analytics,
and CRM tools. The best-rated technologies varied widely in their
functionalities, from content management to social listening tools,
demonstrating that customer journey touchpoints can transpire
anywhere and require specialized attention to meet customer needs.
Consult the recommendations at the end of this report for specific
suggestions on mapping and optimizing your customer journey.
86% of senior-level marketers say that it’s absolutely critical or very important to create
a cohesive customer journey.
Technologies Rated as Most Critical and Important to the Customer Journey
#1 Mobile applications #2 Marketing analytics #3 Customer relationship management (CRM) tools
13. 2015 State of Marketing 13
Email is an integral touchpoint along the customer journey for the
majority of marketers: 73% agree that email marketing is core to
their business. We see that email’s importance is on the rise when
comparing 2014 to 2015 responses to the question, “Why is email core
to your business?” Sixty percent of marketers in the 2015 survey said
that email is a critical enabler of products and services vs. 42% of
marketers in 2014.
Email’s growing importance coincides with the increased popularity of
smartphones, which offer consumers a constant inbox in their pocket.
One-third of marketers said their subscribers read emails on mobile
devices at least 50% of the time. (See the next section for more on
mobile email trends.) Fifty-nine percent of marketers plan on increasing
their email marketing budgets in 2015, hoping to give subscribers more
email content and a better experience on their mobile devices.
Email Keeps a High Profile
2015 vs. 2014: Why Is Email Core to Your Business?
60%
20%
20%
2015
Email indirectly impacts our
business performance
Our business' primary revenue
source is directly linked to email
operations
Email is a critical enabler of our
products and services
42%
16%
42%
2014
Email is an integral touchpoint along the customer journey for the majority of marketers:
73% agree that email marketing is core to their business.
14. 2015 State of Marketing 14
Is Email Marketing Producing ROI? Email Team Size
Annual Send Volume
92%
Produces significant ROI
Produces some ROI
Will eventually produce ROI
Indirectly produces ROI
74%
21%
32%
20%
18%
3%
5%
Not likely to produce ROI
Unsure
1 person
2-3 people
4-5 people
6 or more people
43%
23%
17%
17%
2014
32%
19%
12%
13%
7%
5%
3%
3%
6%
NA
26%
14%
11%
11%
8%
8%
4%
3%
6%
9%
Less than 100,000
100,000-499,999
500,000-less than 1 million
1 million-less than 5 million
5 million-less than 10 million
10 million-less than 25 million
25 million-less than 50 million
50 million-less than 100 million
More than 100 million
Don't know
Email Keeps a High Profile
To support more ambitious email efforts, email marketing teams are getting bigger, as revealed in the chart “Email Team Size.” The following charts
depict the current email marketing landscape, from ROI to annual send volume.
15. 152015 State of Marketing
We asked marketers to share which email campaigns they use and how effective they find these campaigns. Newsletters are used most often;
however, they rank lower for overall effectiveness. Conversely, mobile opt-in campaigns are rated the most effective, but are not widely used.
Looking for ways to create and measure better email campaigns based on this data? See the recommendations on email at the end of this report.
Metrics Used to Measure Email Marketing Success
47%
43%
38%
34% 34%
23% 21%
17%
13%
2%
Click-through
rate
Conversion
rate
Click-to-open
rate
Unique open
rate
Lead
generation
Unsubscribe
rate
List growth
rate
Bounce
rate
Inactive user
rate
Other
Email Keeps a High Profile
Currently
Using
Piloting/
Plan to Use
in Next 12
Months
63% 22%
54% 23%
42% 29%
40% 27%
38% 28%
38% 22%
36% 28%
34% 33%
30% 31%
28% 30%
27% 24%
26% 23%
26% 30%
24% 30%
24% 22%
66%
69%
72%
64%
67%
74%
72%
63%
67%
64%
75%
74%
76%
73%
72%
26%
23%
21%
25%
25%
18%
21%
26%
23%
26%
17%
18%
17%
20%
20%
7%
6%
5%
8%
6%
6%
5%
9%
7%
8%
6%
7%
6%
5%
5%
0% 20% 40% 60% 80% 100%
Newsletter
Promotional content
Welcome series
Web opt-in
Post-purchase
Transactional
Loyalty
Reengagement
Social opt-in
Win-back
Birthday
Anniversary
Mobile opt-in
Browse retargeting
Abandoned cart
Don't know
Very effective/effective
Not very effective/not at all effective
Somewhat effective
Usage Rates of Email Marketing Campaigns and Their Effectiveness
16. Email Keeps a High Profile
66%
58%
57%
55%
58%
53%
54%
52%
53%
59%
25%
28%
29%
29%
28%
28%
27%
30%
31%
27%
8%
11%
12%
14%
11%
15%
17%
15%
12%
12%
Email content and design
Campaign management
Contact management
Data and analysis
Quality control
Device friendliness
Responsive design
Integration
Support
Templates
Absolutely
Critical/
Very
Important
79%
74%
74%
73%
71%
69%
68%
62%
58%
58%
0% 20% 40% 60% 80% 100%
Don't know
Very effective/effective
Not very effective/not at all effective
Somewhat effective
The Importance and Effectiveness of Email Features
162015 State of Marketing
17. 2015 State of Marketing 17
If you’ve been paying attention to your email analytics lately, you don’t
need convincing that mobile email is now the rule — not the exception.
Take a glimpse of the state of mobile email:
• 72% of US online adults send or receive personal emails via
smartphone at least weekly.3
• Nine countries likely surpassed 50% mobile penetration in 2014.4
• Responsive design can lead to a 130% increase in email clicks.5
2015 State of Marketing survey respondents confirmed the mobile email
trend, as we tracked substantial growth from last year to this year in the
number of subscribers who read emails on mobile devices. This year,
33% of marketers said their emails are read on a mobile device at least
50% of the time; last year, it was 24%.
Note on charts below: due to rounding, totals don’t equal 100%. In 2014,
we didn’t provide a “don’t know” option on this question.
Raising the Stakes on Responsive Design
Volume of Subscriber Emails Read on a Mobile Device
35%
22%
41%
22%
19%
16%
4%
11%
1%
3% 1% 23%
2014
2015
Less than 30% 30-49% 50-69% 70-74%
75-89% 90% or more Don't know
3
Brief: Email Marketing Gets Responsive, Forrester, May 2014
4
Worldwide Smartphone Usage to Grow 25% in 2014, eMarketer, June 2014
5
Responsive Design A/B Testing Leads to a 130% Increase in Clicks, Litmus, November 2014
18. 2015 State of Marketing 18
Raising the Stakes on Responsive Design
7%
12% 27%
12%
15%
20%
22%
29%
18%
19% 17%
2015 2014
9%
13%
22%
13% 15%
19%
22%
28% 19%
18%
21%
2015 2014
Emails Landing Pages
Usage Rates of Mobile Responsive Design
Always
Often
Sometimes
Rarely
Never
Don’t know
Another area of growth in 2014 was the number of marketers who
currently use responsive design in emails and landing pages. In our
2014 research, 42% rarely or never used responsive design in emails;
this year, only 24% of marketers use it rarely or never. Additionally, 46%
of marketers report using responsive design in landing pages often/
always in 2015, compared to 40% in 2014.
Sixty-eight percent of marketers view responsive design as absolutely
critical/very important to building email marketing campaigns — a sign
that marketers are listening to the analytics and understanding that the
mobile inbox is mission-critical. Yet 17% relate that they’re still struggling
to effectively design responsive emails. If you’re among that 17%, make
it a priority in 2015 to not only appreciate the importance of responsive
design, but also become highly effective at implementing it.
You can get the ball rolling by providing your designers with educational
resources to help them learn. You may also consider hiring a temporary
designer who’s skilled in this area to show your team the ropes. Read
our email recommendations at the end of this report for more ideas on
responsive design implementation.
19. 2015 State of Marketing 19
Last year, a Forbes article declared 2014 “the third annual year of
mobile.”6
Marketers cry “mobile” like the boy who cried “wolf,” but
this year, it’s looking like the real thing. For starters, 46% of marketers
surveyed are using some form of mobile marketing — either SMS, push
notifications, mobile apps, or location-based functionality — compared
to only 23% in our 2014 report.
Marketers are shifting their focus to deliver more tailored, one-to-one
mobile interactions. Fifty-eight percent of marketers have a dedicated
team to manage their company’s mobile marketing program, up from
35% in 2014. Seventy percent of marketers using mobile say it’s a
critical enabler of products or services, a 13% jump from last year. With
smartphones quickly becoming the number-one Web access device,
every touchpoint along the customer journey must be planned with a
mobile-first mindset.
The Year of Mobile Has Arrived — for Real This Time
Mobile Marketing Impact on Business
16% 70% 15%2015
2014
Mobile marketing indirectly impacts our business performance
Mobile marketing is a critical enabler of our products and services
Our business' primary revenue source is linked to mobile marketing
14% 57% 29%
Mobile Marketing Return on Investment
90%
64%
Produces significant ROI
Produces some ROI
Not likely to produce ROI
Unsure
Will eventually produce ROI
Indirectly produces ROI
9%
22%
33%
26%
4%
6%
1 person
2-3 people
4-5 people
6 or more people
Mobile Marketing Team Size
39%
41%
13%
7%
6
http://www.forbes.com/sites/kimberlywhitler/2014/02/06/is-2014-finally-the-year-of-mobile/
20. 2015 State of Marketing 20
The Year of Mobile Has Arrived — for Real This Time
With this rise in mobile activity, how are marketers actually using the
channel? Mobile loyalty campaigns are the most widely used and
the most effective type of mobile campaign, as ranked by marketers.
Overall, a majority of marketers using mobile rated all campaign types
as highly effective, further supporting mobile’s crucial position in
marketing strategy.
Currently
Using
Piloting/
Plan to Use
in Next 12
Months
37% 36%
36% 36%
36% 35%
35% 36%
35% 38%
33% 35%
33% 38%
33% 35%
32% 36%
86%
83%
83%
84%
83%
85%
84%
85%
85%
12%
14%
15%
12%
13%
12%
14%
13%
11%
2%
2%
1%
2%
2%
2%
1%
2%
3%
0% 20% 40% 60% 80% 100%
Loyalty
Holiday or event campaign
Promoting email subscription via SMS
Mobile welcome SMS
Drive cross-channel engagement
Mobile-exclusive deals
Reengagement
Win-back
Conversation via keyword
Don't know
Very effective/effective
Not very effective/not at all effective
Somewhat effective
Mobile Campaign Popularity and Effectiveness
43%
39%
37% 35% 35% 35%
28% 28%
1%
Mobile website or
app tra c
Conversion
rate
Lead
generation
Volume of mobile
phone
interactions
Overall brand
awareness/
preference
Revenue directly
attributed to
mobile device
transactions
Mobile app
ratings
Number of SMS/
push notification
opt-ins
Other
Metrics for Measuring Mobile Marketing Success
21. 2015 State of Marketing 21
By and large, marketers measure mobile marketing success by mobile
website or app traffic. In this research, we see that 27% of marketers
have a mobile application, with support for Android slightly edging out
iOS support (79% and 77%, respectively), as shown in the following
chart. Another 34% of marketers are piloting or planning to create a
mobile application in the next 12 months.
From our 2014 Mobile Behavior Report,7
we know that 76% of
smartphone users agree that location sharing provides more
meaningful content, and 73% believe location sharing is somewhat
or very useful. Among smartphone and tablet owners, 79% have
allowed location sharing when using an app and 70% allowed push
notifications. Despite this interest from the consumer side, marketers
have just started dipping a toe into the geolocation pool: only 18%
currently use location-based functionality in their marketing. Because
location-based marketing is still in the early stages of adoption, and
because it can be a disruptive form of communication (for better or
worse), marketers are approaching with care.
The Year of Mobile Has Arrived — for Real This Time
Yes
No
Don’t know
Marketers Tracking Mobile App Analytics
69%
13%
7%
23%
8%
79% 77%
39%
20%
2%
Android iOS Windows Blackberry Other
Mobile App Support for Operating Systems
67% 25% 7%
Very effective/effective at using
Somewhat effective at using
Piloting Planning
to use in next 12 months
Substantially/somewhat
increase spending in 2015
Marketers Using Location-Based Tracking
18%
32%
67%
7
Mobile Behavior Report, Salesforce Marketing Cloud, February 2014
22. 2015 State of Marketing 22
A successful customer journey requires integrating mobile into your
marketing strategy. Among marketers using mobile channels, 68%
have integrated mobile marketing into their overall strategy — meaning
they’ve incorporated either SMS, push notifications, mobile apps, or
location-based functionality. Sixty-one percent rate the integration as
very effective or effective (compared to 46% last year) and 32% rate it
as somewhat effective.
When we look at the top challenges of B2C marketers, the difference
between the mobile integration “haves” and “have-nots” paints a clear
picture. Those who haven’t integrated mobile cite their number-one
challenge as creating a personalized cross-channel experience (one-
to-one customer journey). For those who have integrated mobile, this
concern isn’t even listed in the top five challenges. In other words,
integrating mobile is a major step to delivering the personalized brand
experiences that customers expect today. As it stands, B2C companies
are far more likely than B2B companies to have integrated mobile
marketing into their overall marketing strategy. See more detailed B2B
and B2C data on p. 47.
Small Screen, Big Impact: Integrating Mobile
Have You Integrated Mobile Marketing Into Your
Overall Marketing Strategy?
2015 vs. 2014 B2B vs. B2C
68%
49%
28%
40%
4%
11%
2015 2014
Don't knowNoYes Don't knowNoYes
53%
77%
41%
21%
6% 3%
B2B B2C
Effectiveness of Mobile
Marketing Integration
61%
32%
6%
Don't know
Very effective/effective
Not very effective/not at all effective
Somewhat effective
23. 2015 State of Marketing 23
Marketers who have integrated mobile with their overall marketing approach see significant increases in marketing effectiveness. As marketers
integrate mobile into their overall marketing strategy, the volume of mobile sales dramatically increases. In terms of sales occurring on mobile
devices, nearly twice as many of those who have integrated mobile see 6% or more in mobile sales (79% of mobile integrated vs. 46% of not
mobile integrated).
Small Screen, Big Impact: Integrating Mobile
How Mobile Integration Affects Marketers’ Challenges
Total
1
2
3
B2B B2C
Integrated Not integrated Integrated Not integrated Integrated Not integrated
Creating a personalized
cross-channel experience
Remaining up to date with
current marketing technologies
Quality of leads
New business development
Remaining up to date with
current marketing technologies
Remaining up to date with
current marketing technologies
Remaining up to date with
current marketing technologies
Customer acquisition
(audience and/or list growth)
New business development
Demand and lead generation
Quality of leads
New business development New business development
Quality of leads
Enterprise-level
system optimization
New business development
Quantifying marketing’s return
on investment
Enterprise-level
system optimization
How Mobile Integration Affects Marketers’ Challenges
Total
1
2
3
B2B B2C
Integrated Not integrated Integrated Not integrated Integrated Not integra
Creating a pers
cross-channel e
Remaining up t
current marketing
Quality of l
New business development
Remaining up to date with
current marketing technologies
Remaining up to date with
current marketing technologies
Remaining up to date with
current marketing technologies
Customer acquisition
(audience and/or list growth)
New business development
Demand and lead generation
Quality of leads
New business development New business development
Quality of leads
Enterprise-level
system optimization
New business development
Quantifying marketing’s return
on investment
Enterprise-level
system optimization
Percentage of Sales Occurring on Mobile Device by Mobile Integration
5%
21%
10%
26%
3%
16%
9%
14%
10%
12%
8%
17%
47%
15%
28%
10%
55%
21%
20%
11%
26%
8%
17%
15%
13%
20%
18%
27%
11%
12%
6%
19%
8%
18%
6%
20%
Integrated Not integrated Integrated Not integrated Integrated Not integrated
Total B2B B2C
1% or less 2-5%
6-10% 11-15%
2-5%
6-10% 11-15%
2-5%
6-10% 11-15%
More than 15% Don’t know/not applicable
1% or less
More than 15% Don’t know/not applicable
1% or less
More than 15% Don’t know/not applicable
24. 2015 State of Marketing 24
As mobile impacts sales, it also impacts spending on marketing
activities. Marketers who have integrated mobile are shifting more of
their marketing spend from traditional advertising to digital channels
like mobile app ads, social ads, and display ads. Additionally, the total
spend dramatically increases as marketers integrate their mobile
marketing; this is perhaps a cyclical trend, where increased ROI from
mobile integration fuels increased spending, so on and so forth. Among
marketers who have fully integrated mobile, 84% are increasing their
total digital spend substantially/somewhat, compared to 66% for those
who haven’t integrated mobile.
A rising tide lifts all ships — and this tide is mobile integration. Marketers
who have committed to mobile integration rate all implemented
technologies — from CRM to social listening tools — as more effective
across the board. This pattern further supports the idea that mobile
can’t be treated as an isolated channel, but rather as a key component
of the customer journey and enabler of other channels. Similarly, as
marketers integrate mobile into their overall strategy, effectiveness of
individual channels also rises, as seen in the chart on p. 25. In short,
when mobile is integrated, all marketing technologies and channels
become more effective.
Small Screen, Big Impact: Integrating Mobile
Marketers Shifting from Traditional Advertising to Digital Channels by Mobile Integration
Integrated
Total
Not Integrated Integrated Not Integrated
B2B
Integrated Not Integrated
B2C
Marketers Increasing Total Digital Spend Substantially/Somewhat by Mobile Integration
43% 30% 45% 31% 42% 30%
Integrated
Total
Not Integrated Integrated Not Integrated
B2B
Integrated Not Integrated
B2C
67% 67% 67% 67% 67% 67%
84% 66% 81% 71% 86% 61%
25. 2015 State of Marketing 25
Small Screen, Big Impact: Integrating Mobile
73% 74% 73% 72% 68% 68% 67% 70% 72% 72%
43%
49% 47% 46%
40% 37% 38% 40%
44% 42%
Mobile
applications
Marketing
analytics
Customer
relationship
management
(CRM) tools
Content
management
Marketing
automation
Predictive
intelligence
Collaboration
tools
Social listening
tools
Social
publishing tools
Enterprise
resource
planning (ERP)
software
Integrated
Not integrated
69% 72% 72% 70%
66% 65%
69% 67%
71% 68%
46%
55% 54% 52%
44%
41%
46% 46% 48% 46%
Mobile
applications
Marketing
analytics
Customer
relationship
management
(CRM) tools
Content
management
Marketing
automation
Predictive
intelligence
Collaboration
tools
Social listening
tools
Social
publishing tools
Enterprise
resource
planning (ERP)
software
Integrated
Not integrated
74% 75% 73% 72% 69% 70% 67%
71% 72% 73%
40% 42%
37% 40%
35% 32%
27%
32%
38% 38%
Mobile
applications
Marketing
analytics
Customer
relationship
management
(CRM) tools
Content
management
Marketing
automation
Predictive
intelligence
Collaboration
tools
Social listening
tools
Social
publishing tools
Enterprise
resource
planning (ERP)
software
Integrated
Not integrated
Total
Technologies Rated Very Effective/Effective by Marketers, Mobile-Integrated vs. Not Integrated
B2B
B2C
26. 2015 State of Marketing 26
Small Screen, Big Impact: Integrating Mobile
Marketers Who Have Dedicated
Digital Teams by Channel
EMAIL
N=827 N=521
78% 42%
MOBILE
N=1562 N=650
79% 14%
SOCIAL
N=1398 N=515
86% 38%
Integrated Not Integrated
Integrated Not Integrated
Integrated Not Integrated
Effectiveness of Channels and Strategies, Mobile-Integrated vs. Not Integrated
Not Integrated Integrated
79%
82%
83%
82%
78%
74%
76%
82%
77%
83%
72%
75%
78%
75%
71%
73%
75%
79%
73%
70%
72%
71%
73%
72%
72%
69%
17%
12%
12%
15%
18%
20%
18%
13%
18%
13%
20%
22%
19%
20%
22%
21%
19%
17%
21%
23%
23%
20%
20%
23%
22%
25%
4%
5%
4%
3%
3%
5%
5%
3%
5%
3%
6%
2%
2%
4%
6%
5%
4%
3%
5%
6%
4%
7%
5%
6%
5%
5%
0% 20% 40% 60% 80% 100%
Corporate website
Social media engagement
Social media marketing
SEO/SEM
Landing pages
Email marketing
Display/banner ads
Social media advertising
Blogging
Social media listening
Videos
Native advertising
Web personalization
Content marketing
Recommendations via email
Data targeting and segmentation
Mobile application(s)
Guided selling
Mobile text (SMS) messaging
Video advertising
Marketing automation
Offer management
Lead nurturing and scoring
Mobile push notifications
Location-based mobile tracking
Podcasting
66%
65%
58%
65%
67%
67%
53%
61%
55%
61%
56%
54%
63%
66%
66%
67%
46%
66%
50%
63%
74%
64%
72%
48%
50%
60%
23%
23%
28%
28%
24%
25%
33%
28%
29%
26%
31%
34%
27%
27%
25%
24%
34%
27%
34%
23%
18%
28%
20%
31%
34%
25%
9%
11%
13%
6%
8%
8%
13%
10%
14%
11%
11%
7%
7%
5%
8%
7%
16%
4%
14%
9%
7%
5%
7%
15%
12%
12%
0%20%40%60%80%100%
Don't know
Very effective/effective
Not very effective/not at all effective
Somewhat effective
Don't know
Very effective/effective
Not very effective/not at all effective
Somewhat effective
Effectiveness of Channels and Strategies, Mobile-Integrated vs. Not Integrated
Not Integrated Integrated
79%
82%
83%
82%
78%
74%
76%
82%
77%
83%
72%
75%
78%
75%
71%
73%
75%
79%
73%
70%
72%
71%
73%
72%
72%
69%
17%
12%
12%
15%
18%
20%
18%
13%
18%
13%
20%
22%
19%
20%
22%
21%
19%
17%
21%
23%
23%
20%
20%
23%
22%
25%
4%
5%
4%
3%
3%
5%
5%
3%
5%
3%
6%
2%
2%
4%
6%
5%
4%
3%
5%
6%
4%
7%
5%
6%
5%
5%
Corporate website
Social media engagement
Social media marketing
SEO/SEM
Landing pages
Email marketing
Display/banner ads
Social media advertising
Blogging
Social media listening
Videos
Native advertising
Web personalization
Content marketing
Recommendations via email
Data targeting and segmentation
Mobile application(s)
Guided selling
Mobile text (SMS) messaging
Video advertising
Marketing automation
Offer management
Lead nurturing and scoring
Mobile push notifications
Location-based mobile tracking
Podcasting
66%
65%
58%
65%
67%
67%
53%
61%
55%
61%
56%
54%
63%
66%
66%
67%
46%
66%
50%
63%
74%
64%
72%
48%
50%
60%
23%
23%
28%
28%
24%
25%
33%
28%
29%
26%
31%
34%
27%
27%
25%
24%
34%
27%
34%
23%
18%
28%
20%
31%
34%
25%
9%
11%
13%
6%
8%
8%
13%
10%
14%
11%
11%
7%
7%
5%
8%
7%
16%
4%
14%
9%
7%
5%
7%
15%
12%
12%
27. 2015 State of Marketing 27
In the last year, social media marketing has graduated from understudy
to headliner, and the numbers prove it:
• While 25% of marketers in 2014 saw social as a critical enabler of
products and services, that number leaps to 64% in this year’s
research.
• Sixty-six percent of marketers agree that social media marketing
is core to their business.
• In 2015, nearly twice as many marketers categorize social as a
primary revenue source vs. 2014.
As such, social budgets are on the rise. Marketers are increasing their
budgets for social more than any other digital marketing channel in
2015. Sixty-six percent of marketers now have a dedicated team to
manage their company’s social media marketing programs, a 9%
increase from 2014. The size of those teams is substantially increasing
as well, as indicated in the chart below.
Social Takes the Spotlight
Social Media Marketing Return on Investment
86%
55%
9%
20%
27%
30%
8%
7%
Not likely to produce ROI
Unsure
Produces significant ROI
Produces some ROI
Will eventually produce ROI
Indirectly produces ROI
1 person
2-3 people
4-5 people
6 or more people
Social Media Marketing Team Size
30%
10% 17%
43%
Social Media Marketing Impact on Business
2015
2014
Social media marketing indirectly impacts our business performance
Social media marketing is a critical enabler of our products and services
Our business' primary revenue source is linked to social media marketing
16%
9%
64%
25%
19%
66%
28. 2015 State of Marketing 28
Facebook continues to be the most popular social channel for marketers
to engage customers around the world. Marketers are also seeing great
success with newer social channels such as Tagged, a social discovery
website that reports 300 million members, and Viadeo, a social network
geared toward professionals with 65 million members. For all the talk
about Pinterest, this channel scored relatively low in current usage (24%
use Pinterest for marketing), with only 57% of marketers ranking it as
very effective/effective.
Social Takes the Spotlight
Marketers are increasing their budgets for social more than any other digital marketing channel.
Currently
Using
Piloting/
Plan to Use
in Next 12
Months
80% 12%
70% 18%
62% 22%
56% 20%
56% 25%
34% 26%
34% 29%
27% 21%
24% 25%
23% 23%
20% 30%
20% 25%
19% 23%
19% 24%
19% 26%
17% 23%
16% 28%
15% 21%
14% 21%
13% 24%
11% 23%
11% 22%
8% 27%
73%
68%
69%
69%
68%
71%
67%
81%
57%
86%
68%
69%
77%
68%
68%
76%
71%
67%
77%
73%
78%
81%
76%
19%
22%
21%
16%
24%
22%
23%
14%
28%
11%
26%
22%
18%
23%
24%
19%
24%
22%
19%
21%
18%
17%
21%
8%
10%
10%
14%
8%
7%
10%
5%
15%
3%
6%
9%
6%
9%
8%
5%
5%
12%
4%
6%
4%
3%
4%
0% 20% 40% 60% 80% 100%
Facebook
Twitter
LinkedIn
Google+
YouTube
Blogging
Instagram
Video
Pinterest
Tagged
Podcasts
Flickr
WhatsApp
Other Messaging Apps
SlideShare
MySpace
Vine
Foursquare
WeChat
Snapchat
Line
KakaoTalk
Mobage
Very effective/effective
Not very effective/not at all effective
Somewhat effective
Social Media Networking Channels Being Used and Their Effectiveness
29. Social Takes the Spotlight
42% 40%
35% 34%
31% 30% 28% 28% 27% 24% 23% 23%
1%
Social media
tra c
Audience
engagement
Audience
growth rate
Overall brand
awareness /
preference
Lead
generation
Visitor
frequency
Conversion
rate
Content
quality &
relevance
Measuring
sentiment
Revenue
directly
attributed to
SM
Organic vs.
paid reach
Share of
voice
Other
Metrics Used to Measure Social Media Marketing Success
292015 State of Marketing
31. 2015 State of Marketing 31
2015 Recommendations
This year’s State of Marketing research makes it clear that marketers
view digital channels as critical enablers of their companies’ products
and services, and many of these channels are now core to business
functions. If you’d like to make this report’s data more actionable in your
2015 strategy, consider these recommendations.
Be aware of these key differences between marketing
in 2014 and 2015.
• Last year, the top areas in which marketers planned to increase
spend were scattered across multiple disciplines. In 2015, the top
five areas all relate to social and mobile channels. Make 2015 the
year that your social media and mobile marketing activities mature
into powerful customer journey touchpoints.
• Email marketing should be integral to your campaigns this year.
Sixty percent of marketers in 2015 said that email is a critical
enabler of products and services vs. 42% of marketers in 2014.
• In our 2014 research, 42% of respondents rarely or never used
responsive design in emails. This year, only 24% of marketers used
responsive design rarely or never. Small-screen friendliness must
become part of every visual element in your marketing strategy.
• Mobile integration should also be a key focus. The “Small Screen,
Big Impact” section shares compelling evidence that mobile
integration is an all-around win: marketers who have integrated
mobile (68% in 2015 vs. 49% in 2014) report all other marketing
technologies and marketing channels as more effective.
Make every experience mobile.
• The number-one most pressing business challenge for today’s
marketer is new business development. Where is that new business
hiding? On smartphones and tablets, which are increasingly
responsible for a bigger portion of all time spent online.
• Landing pages, your corporate website, an app, social media, and
especially email — all of these are opportunities to offer customers
a fully optimized, accessible mobile experience.
Invest in advertising strategically.
• More than ever, the time has come to evaluate the money you’re
spending on offline advertising with indefinable results. This
year, 38% of marketers plan to shift spend from traditional mass
advertising to advertising on digital channels.
• Seventy percent of marketers plan to invest more money in social
media advertising next year, making it the number-one area in which
they plan to invest more budget (tied with social media marketing).
Realize that spending more money on social media won’t work
if your social presence is negligent or too self-promotional, so
advertising and organic content must work in tandem.
32. 2015 State of Marketing 32
2015 Recommendations: Email
Evaluate email’s role in the customer journey.
• Subscribers keep their inboxes close, whether in their pocket or
an always-open browser tab. Email can guide subscribers through
many stages of the customer journey, but first evaluate the journey
you’re currently leading them on.
• Recognize that your work schedule won’t always coincide with
your subscribers’ email-reading habits. Explore sending campaigns
over the weekend, when subscribers may have more leisure time
to peruse their personal email accounts and non-urgent messages.
• Ask the following questions as you map your email touchpoints:
Are you sending too many welcome messages early on, but too
few retention emails? Are your communications steady throughout
the journey, or do they appear randomly whenever you’re running
a new campaign? How can the email customer journey become
more one-to-one instead of one-to-many?
Catch up with your subscribers. Design responsively.
• Like the marketers surveyed, you likely saw a rise in the percentage
of mobile email opens compared to desktop opens last year
— possibly even a two-digit increase. Subscribers are voting
for responsive design with every click, so if you’re not already
designing an easily navigable experience on mobile, it’s high time.
• Don’t forget tablets. Just as you should be designing for various
smartphone devices, the tablet environment is another critical area
for responsive design improvement.
Breathe new life into email campaigns.
• Email has been around longer than social and mobile, but that
doesn’t mean your campaigns have to be old-school. When it
comes to email, many marketers aren’t trying new campaigns
that rank extremely high in effectiveness, instead relying on old
standbys. For example, newsletters are used most often but rank
lower on overall effectiveness. Mobile opt-in campaigns are rated
the most effective, but only 26% of marketers use them.
• Other email campaigns with low usage but high effectiveness
ratings include abandoned cart (24% use; 93% rate as at least
somewhat effective), browse retargeting (24% use; 93% rate as
at least somewhat effective), and anniversary (26% use; 91% rate
as at least somewhat effective). Some of these campaigns take
extra effort to implement, but they may deliver your best email
conversion rates.
• Try spring-cleaning your email. Send a reengagement campaign
that invites subscribers to update their preferences and gain
more control over the type and frequency of messages they’re
receiving. Make it easy for seasonal subscribers who are
interested only in your holiday deals to unsubscribe without
resorting to the spam button.
33. 2015 Recommendations: The Customer Journey
Step away from lifecycle marketing and personas.
• Lifecycle marketing looks at broad terms like need, awareness,
consideration, selection, and purchase. A cohesive customer
journey looks at the unique people interacting with your
messages and profiles, personalizing the journey based on their
actions and preferences.
• Personas can be useful when trying to imagine how common
types of customers may respond to your marketing, but aim for a
single view of each customer instead of thinking too broadly.
Evangelize the customer journey in your organization.
• Do your colleagues know that 86% of senior-level marketers say
that it’s absolutely critical or very important to create a cohesive
customer journey, and another 11% view the customer journey as
moderately important?7
Stress the industry-wide importance of
this approach to marketing in 2015.
• Host a customer journey-mapping brainstorm for coworkers with a
whiteboard and an open mind. Invite team members from different
sides of the organization—including sales, product, and services—
to piece together a complete view of how customers interact with
your brand.
• When mapping a customer journey, don’t tiptoe around poor
experiences and gaps in the journey. Addressing issues and
crafting better communications and technological solutions
around them are the only ways to move forward.
Think about the customer journey beyond email.
• It’s easier to think about how the customer journey applies to
email because it’s such a linear communication path: first this
email, then that one. Try to incorporate multichannel elements in
your customer journey mapping, testing new channels based on
where your audience spends the most time online.
• Which social channels are most successful for your brand? Mix
up the types of messages that appear on social channels so that
customers in various stages of the journey receive content that’s
relevant to them. Above all, always reply to individual customers’
messages on social media. At no point in your customers’ journeys
do they wish to be ignored.
2015 State of Marketing 33
34. 2015 Recommendations: Mobile
Join the mobile majority.
• Consider 2015 “last call” to get started with mobile. With 58% of
marketers now having a dedicated mobile marketing team, you’re
in the minority if you aren’t headed in this direction.
• If you’re part of the 23% of marketers who aren’t tracking mobile
analytics (or the 8% who don’t know), take steps to remedy that
now. Mobile analytics will help you pinpoint exactly how mobile fits
into your overall customer journey.
Integrate mobile and reap the benefits.
• All signs point to mobile integration being a boon for
business. Marketers, B2B and B2C alike, report higher levels of
effectiveness in other marketing channels and technologies when
mobile is integrated.
• Marketers who have integrated mobile into their overall strategy
are twice as likely to have dedicated digital teams by channel and
have larger teams overall.
Educate your team — and the larger organization —
on the importance of mobile.
• The first step in integrating mobile with your overall marketing
strategy is to help your team and larger marketing department
understand the huge impact on business. Start by sharing this
report, or pull out a few key statistics to share in your next
presentation. Once others see the data behind mobile integration,
it becomes easier to get things moving.
• Figure out who your internal mobile experts are — or turn to a
trusted vendor — to assess any barriers that may exist between
mobile and your other channels. Bring your mobile team together
with your social, email, and web team to take a holistic look at how
your customers currently interact via mobile as part of the journey
with your brand.
Explore loyalty and location-based campaigns.
• Mobile loyalty campaigns have the highest very effective/effective
rating at 86%. They’re also the most common type of mobile
campaign, with 37% of mobile marketers using them. And if you
don’t yet have a loyalty program, developing one with a mobile-
first mindset is a smart way to start.
• Don’t wait another few years to test out location-based content.
With 67% of marketers planning to substantially or somewhat
increase spending in this category in 2015, you risk falling behind if
you don’t explore it.
• The consumer appetite for location-based content is there —
you just need to discover how your business can respectfully
and relevantly use customer locations to create a more cohesive
journey in the real world as much as in the online world.
2015 State of Marketing 34
35. 2015 Recommendations: Social
Test new social channels.
• Do your research on channels that might resonate best with your
unique audience. For example, Tagged was ranked the most
effective channel in our survey — even above big-name outlets like
Facebook. Engage in some social listening to see if topics relevant
to your brand or competitors are taking place on these lesser-
known social networks.
• Consider using the chart on p. 28 as a guide to test new
channels, keeping these marketer ratings and, of course, your
audience in mind.
Get serious about social.
• Invest the resources — both headcount and budget — to support
social as a viable channel, because it is. With 66% of marketers
rating it as core to their business, it’s no longer the fringe
marketing outlet it once was.
• As further proof, the jump in marketers who view social media
marketing as a critical enabler for products or services (from 25%
in 2014 to 64% in 2015) tells you that it’s working. If you’re not yet
seeing significant business results from social, start small. What’s
the one channel where your social audience is most responsive?
Direct more resources to growing that space instead of spreading
your efforts too thin.
Adopt a round-the-clock strategy.
• New data shows that consumers are most engaged on social
media during weekends — which is when brands post the least
frequently. Designate on-call social managers for every hour of
the day, because customers interact on their own terms when it
comes to social channels.
• True, you can schedule messages on Facebook and Twitter
in advance — but you shouldn’t schedule ahead with no one
available to reply. Messages posted to social channels should incite
customer questions and engagement, and few things can frustrate
customers more than a question that goes ignored, especially
when the brand posted just moments earlier.
• Test what works for your own social audience. We recommend
doing an internal benchmark study: track time of day and day of
week social engagement for at least three months, then see when
engagement was highest and lowest. Focus your social efforts
around these findings.
2015 State of Marketing 35
36. Conclusion
Digital marketing as we know it is
fundamentally changing. Marketers and
industry watchers previously viewed
digital marketing as simply one category
within marketing — one tool of many in a
marketer’s kit. Increasingly, perception is
shifting to a more holistic view in which all
marketing is part of the digital world.
No matter which tactics, channels, and
strategies you adopt in 2015, remember
that every touchpoint is an opportunity to
improve and influence the digital
customer journey.
2015 State of Marketing 36
38. These statistics reflect the strategies, challenges, and priorities most important to marketers in Australia.
85% of marketers plan to increase or maintain their spend in 2015.
31% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: Australia
SOCIAL
MOBILE
EMAIL
N=149*
N=125*
N=143*
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Mobile
applications
Social media
advertising
Social media
listening
Social media
engagement
67%
Social media
marketing
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Mobile
applications
7%
CRM
tools
66%
Marketing
analytics
Budgetary
constraints
New business
development
Building deep customer
relationships
70% 70% 68% 68% 68%
57% 54% 54%
64% of marketers believe email marketing
is core to their business
41% always/often use responsive design
to build emails
40% report conversion rate as the most
important email marketing metric
27% don’t know what device subscribers
are using to read emails
69% have integrated mobile marketing into
the overall marketing strategy
56% of marketers believe mobile marketing
is core to their business
54% have a dedicated mobile marketing
team (a 33% increase from 2014)
40% rate mobile website or app traffic as
the most important mobile marketing metric
57% believe social is a critical enabler of
their products and services
55% of marketers believe social media
marketing is core to their business
52% have a dedicated social
media team
40% rate social media traffic as the most
important social marketing metric
59% 56% 53%
2015 State of Marketing 38
39. 2015 State of Marketing 39
These statistics reflect the strategies, challenges, and priorities most important to marketers in Brazil.
96% of marketers plan to increase or maintain their spend in 2015.
40% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: Brazil
SOCIAL
MOBILE
EMAIL
N=384*
N=323*
N=354*
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Content
marketing
Data
targeting &
segmentation
Lead nurturing
& scoring
Location-
based
mobile
tracking
67%
Marketing
automation
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Marketing
analytics
7%
CRM
tools
66%
Content
management
Integration of
marketing
tools/systems
New business
development
Shifting consumer
demographics
86% 85% 83% 82% 82%
57% 54% 54%
92% of marketers believe email marketing
is core to their business
68% always/often use responsive design to
build emails (a 31% increase from 2014)
49% of subscribers read emails on a mobile
device more than half of the time
44% report conversion rate as the most
important email marketing metric
93% of marketers believe mobile marketing
is core to their business
53% have integrated mobile marketing into
the overall marketing strategy
44% have a dedicated mobile marketing
team (a 12% increase from 2014)
37% rate lead generation and conversion
rate as the most important mobile metrics
88% of marketers believe social media
marketing is core to their business
62% believe social is a critical enabler of
their products and services
53% have a dedicated social media team
(a 21% increase from 2014)
38% rate audience engagement as the most
important social media marketing metric
88% 85% 84%
40. These statistics reflect the strategies, challenges, and priorities most important to marketers in Canada.
96% of marketers plan to increase or maintain their spend in 2015.
34% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: Canada
SOCIAL
MOBILE
EMAIL
N=188*
N=156*
N=173*
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Social media
engagement
Video
advertising
Social media
advertising
Mobile push
notifications
67%
Mobile
applications
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
CRM
tools
7%
Mobile
applications
66% Marketing
analytics
& content
management
Keeping pace with
the competitors
Customer acquisition
(audience and/or list growth)
71% 70% 69% 69% 69%
57% 54% 54%
69% of marketers believe email marketing
is core to their business
47% always/often use responsive design
to build emails
41% report click-through rate as the most
important email marketing metric
18% don’t know what device subscribers
are using to read emails
72% have integrated mobile marketing into
the overall marketing strategy
62% of marketers believe mobile marketing
is core to their business
59% have a dedicated mobile
marketing team
45% rate mobile website or app traffic as
the most important mobile marketing metric
68% of marketers believe social media
marketing is core to their business
63% have a dedicated social
media team
52% believe social is a critical enabler of
their products and services
52% rate social media traffic as the most
important social marketing metric
72% 69% 66%
New business
development
2015 State of Marketing 40
41. These statistics reflect the strategies, challenges, and priorities most important to marketers in France.
90% of marketers plan to increase or maintain their spend in 2015.
28% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: France
SOCIAL
MOBILE
EMAIL
N=172*
N=127*
N=179*
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Mobile
applications
Social media
marketing
Location-
based
mobile
tracking
67%
Social media
advertising
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
CRM
tools
7%
Mobile
applications
66%
Marketing
analytics
Remaining up to date
with current
marketing technology
Integration of
marketing Quality of leads
73% 73% 71% 71% 63%
57% 54% 54%
80% of marketers believe email marketing
is core to their business
49% report click-through rate and conversion
rate as the most important email metrics
32% don’t know what device subscribers
are using to read emails
31% always/often use responsive design to
build emails
67% of marketers believe mobile marketing
is core to their business
58% rate mobile website or app traffic as
the most important mobile marketing metric
55% have integrated mobile marketing into
the overall marketing strategy
34% have a dedicated mobile
marketing team
60% of marketers believe social media
marketing is core to their business
50% believe social is a critical enabler
of their products and services
43% have a dedicated social
media team
42% rate social media traffic as the most
important social marketing metric
Data
targeting &
segmentation
64% 61% 61%
2015 State of Marketing 41
42. These statistics reflect the strategies, challenges, and priorities most important to marketers in Germany.
90% of marketers plan to increase or maintain their spend in 2015.
15% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: Germany
SOCIAL
MOBILE
EMAIL
N=91*
N=90*
N=133*
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Video
advertising
Lead
nurturing &
scoring
Mobile
applications
Content
marketing
67%
SEO/SEM
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Mobile
applications
7%
Marketing
analytics
66%
CRM
tools
Quality of leads
Remaining up-to-date
with current marketing
technology
Quantifying marketing's
return on investment
56% 52% 52% 51% 49%
57%
65% of marketers believe email marketing
is core to their business
52% rarely/never use responsive design
to build emails
38% report click-through rate as the most
important email marketing metric
36% don’t know what device subscribers
are using to read emails
44% have integrated mobile marketing into
the overall marketing strategy
39% rate revenue from mobile device
transactions as the most important metric
34% of marketers believe mobile marketing
is core to their business
28% have a dedicated mobile
marketing team
47% believe social is a critical enabler of
their products and services
42% of marketers believe social media
marketing is core to their business
32% say visitor frequency rate and audience
growth rate are the most important metrics
31% have a dedicated social media team
61% 39% 37%
2015 State of Marketing 42
43. These statistics reflect the strategies, challenges, and priorities most important to marketers in Japan.
81% of marketers plan to increase or maintain their spend in 2015.
20% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: Japan
SOCIAL
MOBILE
EMAIL
N=46*
N=57*
N=78*
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Social media
listening
Social media
marketing
Social media
engagement
SMS
messaging
67%
Social media
advertising
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Mobile
applications
Marketing
analytics
CRM
tools
Quality of leads
Quantifying
marketing’s return
on investment
Remaining up to date with
current marketing technology
53% 52% 50% 46% 43%
54% 54%
63% report click-to-open rate as the most
important email marketing metric
37% don’t know what device subscribers
are using to read emails
31% of marketers believe email marketing
is core to their business
17% always/often use responsive design
to build emails
46% rate overall brand awareness/preference
as the most important mobile metric
40% of marketers believe mobile marketing
is core to their business
40% have integrated mobile marketing into
the overall marketing strategy
25% have a dedicated mobile marketing
team (a 13% increase from 2014)
46% rate overall brand awareness/preference
as the most important social media metric
45% believe social is a critical enabler of
their products and services
43% of marketers believe social media
marketing is core to their business
33% have a dedicated social media team
26% 24%
Most Pressing Business Challenges
31%
2015 State of Marketing 43
44. These statistics reflect the strategies, challenges, and priorities most important to marketers in the Nordics.
94% of marketers plan to increase or maintain their spend in 2015.
28% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: The Nordics
SOCIAL
MOBILE
EMAIL
N=90*
N=55*
N=79*
Most Pressing Business Challenges
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Social media
engagement
Social media
marketing
Web
personalization
Social media
advertising
67%
Videos
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Marketing
analytics
7%
Content
management
66%
Mobile
applications
New business
development
Customer
acquisition
Demand and lead
generation
67% 64% 61% 60% 60%
57% 54% 54%
52% report click-to-open rate as the most
important email marketing metric
51% of marketers believe email marketing
is core to their business
48% always/often use responsive design
to design emails
34% don’t know what device subscribers
are using to read emails
49% have integrated mobile marketing into
the overall marketing strategy
45% rate mobile website or app traffic as the
most important mobile marketing metric
44% of marketers believe mobile marketing
is core to their business
18% have a dedicated mobile
marketing team
65% believe social is a critical enabler of
their products and services
51% of marketers believe social media
marketing is core to their business
48% say visitor frequency rate and audience
engagement are the most important metrics
43% have a dedicated social media team
60% 56% 53%
2015 State of Marketing 44
45. These statistics reflect the strategies, challenges, and priorities most important to marketers in the United Kingdom.
88% of marketers plan to increase or maintain their spend in 2015.
24% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: United Kingdom
SOCIAL
MOBILE
EMAIL
N=153*
N=104*
N=171*
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Marketing
automation
Content
marketing
Social media
advertising
Social media
marketing
67%
Data
targeting &
segmentation
66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Mobile
applications
7%
CRM
tools
66%
Content
management
New business
development
Quality of leads
Customer acquisition
(audience and/or list growth)
72% 60% 60% 60% 58%
57% 54%
74% of marketers believe email marketing
is core to their business
49% report conversion rate as the most
important email marketing metric
42% always/often use responsive design
to build emails
30% don’t know what device subscribers
are using to read emails
46% of marketers believe mobile marketing
is core to their business
45% have integrated mobile marketin
into the overall marketing strategy
43% say conversion rate is the most
important mobile marketing metric
17% have a dedicated mobile
marketing team
79% of marketers use Twitter compared to
74% on Facebook to engage customers
54% believe social is a critical enabler of
their products and services
52% of marketers believe social media
marketing is core to their business
42% rate social media traffic as the most
important social marketing metric
55% 54% 48%
Most Pressing Business Challenges
2015 State of Marketing 45
46. These statistics reflect the strategies, challenges, and priorities most important to marketers in the United States.
80% of marketers plan to increase or maintain their spend in 2015.
45% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: United States
SOCIAL
MOBILE
EMAIL
N=1713*
N=1269*
N=1087*
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#1 #2 #3
Top 5 Areas for Increased Spending
Social media
advertising
Social media
marketing
Social media
engagement
Location-
based
mobile
tracking
67% 66%
Technologies Most Critical to Creating a Cohesive Customer Journey
Mobile
applications
7%
Marketing
analytics
66%
CRM
tools
Using existing data
to drive more
relevant messages
New business
development
Customer acquisition
(audience and/or list growth)
72% 71% 69% 69% 68%
57%
73% of marketers believe email marketing
is core to their business
57% report click-through rate as the most
important email marketing metric
53% always/often use responsive design to
build emails (was 18% in 2014)
23% don’t know what device subscribers
are using to read emails
78% have integrated mobile marketing into
the overall marketing strategy
77% of marketers believe mobile marketing
is core to their business
73% have a dedicated mobile marketing
team (a 38% increase from 2014)
46% rate mobile website or app traffic as the
most important mobile marketing metric
78% have a dedicated social media team
(was 57% in 2014)
67% of marketers believe social media
marketing is core to their business
70% believe social is a critical enabler of
their products and services
45% rate social media traffic as the most
important social marketing metric
Most Pressing Business Challenges
Web
personalization
52% 51% 50%
2015 State of Marketing 46
48. These statistics reflect the strategies, challenges, and priorities most important to B2B marketers.
84% of marketers plan to increase or maintain their spend in 2015.
34% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: B2B
SOCIAL
MOBILE
EMAIL
N=1288*
N=868*
N=1259*
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#2#1 #3
Top 5 Areas for Increased Spending
Content
marketing
Marketing
automation
Mobile
applications
Social media
advertising
Location-
based
mobile
tracking
67% 66%
Most Critical Technologies to Creating a Cohesive Customer Journey
CRM
tools
7%
Marketing
analytics
66%
Mobile
applications
Quality of leads
New business
development Demand and lead generation
66% 66% 65% 65% 64%
57%
73% of marketers believe email marketing
is core to their business
48% report click-through rate as the most
important email marketing metric
48% always/often use responsive design
to build email campaigns
27% don’t know what device subscribers
are using to read emails
53% have integrated mobile marketing into
the overall marketing strategy
64% believe mobile marketing is core
to their business
43% have a dedicated mobile
marketing team
40% rate mobile website or app traffic as the
most important mobile marketing metric
51% have a dedicated social media team
55% believe social is a critical enabler
of their products and services
56% believe social media marketing is
core to their business
40% rate social media traffic and audience
engagement as the most important metrics
Most Pressing Business Challenges
51%57% 54% 52%
2015 State of Marketing 48
49. These statistics reflect the strategies, challenges, and priorities most important to B2C marketers.
84% of marketers plan to increase or maintain their spend in 2015.
42% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Executive Summary: B2C
SOCIAL
MOBILE
EMAIL
N=1698*
N=1438*
N=1138*
* Percentages represent data from the base of
respondents who indicated that they use this channel.
#2#1 #3
Top 5 Areas for Increased Spending
Social media
marketing
Social media
advertising
Social media
engagement
Social media
listening
Location-
based
mobile
tracking
67% 66%
Most Critical Technologies to Creating a Cohesive Customer Journey
CRM
tools
7%
Marketing
analytics
66%
Mobile
applications
New business
development
Remaining up to date
with current
marketing technology
Customer acquisition
74% 66% 65% 68% 68%
57%
73% of marketers believe email marketing
is core to their business
46% report click-through rate and conversion
rate as the most important email metrics
49% always/often use responsive design to
build email campaigns
20% of marketers don’t know what device
subscribers are using to read emails
77% have integrated mobile marketing into
the overall marketing strategy
76% believe mobile marketing is core
to their business
68% have a dedicated mobile
marketing team
45% rate mobile website or app traffic as the
most important mobile marketing metric
74% believe social media marketing is
core to their business
76% have a dedicated social
media team
70% believe social is a critical enabler
of their products and services
43% rate social media traffic as the most
important social marketing metric
Most Pressing Business Challenges
51%59% 54% 51%
74% 73%
2015 State of Marketing 49
51. 2015 State of Marketing 51
The 2015 State of Marketing survey was conducted online from October 28, 2014, to November 25, 2014. The survey was sent to full-time marketers
in Salesforce Marketing Cloud’s locations around the world. A total of 5,053 marketers completed the survey, representing an 82% participation rate
from those who started it. The survey took 17 minutes, 26 seconds, on average, to complete. Due to rounding, not all percentage totals in this report
equal 100%.
The following charts display the demographics of marketers who completed the survey.
Survey Methodology and Demographics
Country
Region
United States
3,002
Canada
250
Brazil
430
France
253
Germany
251
Japan
251
United Kingdom
250
The Nordics
114
Australia
252
Australia 4.99%
Brazil 8.51%
Canada 4.95%
France 5.01%
Germany 4.97%
Japan 4.97%
United Kingdom 4.95%
United States 59.41%
Nordics 2.26%(Finland, Norway, Sweden, Denmark)
North America (US, Canada) 64%
South America (Brazil) 9%
APAC (Australia, Japan) 10%
EMEA (UK, Nordics, Germany, France) 17%
52. Survey Methodology and Demographics
Business-to-Business (B2B) 44%
Business-to-Consumer (B2C) 56%
Company Type
Company Size
Industry
Role
Time in Role
Small: 1-200 Employees 39%
Mid-Sized: 201-2,500 Employees 50%
Enterprise: 2,500+ Employees 11%
Technology & Manufacturing 15%
Insurance 9%
Advertising & Marketing Agency 9%
Professional Services 7%
Life Sciences 7%
Financial Services 6%
Education & Non-Profit 5%
Construction 5%
Telecommunications & Utilities 4%
Retail & E-Commerce 4%
Healthcare 4%
Media & Entertainment 3%
Consumer Packaged Goods (CPG) 3%
Travel & Hospitality 2%
Other 17%
Owner or Equivalent 10%
Chief Marketing Officer 8%
Vice President 5%
Director or Equivalent 13%
Manager or Equivalent 28%
Self-Employed or Consultant 5%
Coordinator 7%
Analyst 6%
Developer 6%
Associate 4%
Designer 5%
Other 2%
Less than 1 Year 3%
1-2 Years 11%
3-5 Years 39%
6-10 Years 26%
11-15 Years 9%
More than 15 Years 12%
2015 State of Marketing 52