Spending Focus
69% of senior marketing pros say the digital marketing budget will increase in 2015, compared to 48% who say the traditional marketing budget will increase.
Goals of New Tech Spending
To improve customer service: 62%, To increase customer retention: 59%, To deliver a better customer experience: 55%, To boost channel ROI: 35%, To reduce marketing spend and increase efficiencies: 25%
Pressing Agenda, Part I
44% of senior marketing professionals consider tech integration to be a top priority for marketing, with 12% saying it’s the highest priority.
Pressing Agenda, Part II
59% say data integration is a top priority, with 14% of those marketers saying it’s the highest priority.
Tech Investments to be Made Within the Next 12 Months
Marketing attribution system: 36%, Marketing cloud and marketing app management system: 32%, Audience management system: 28%, Testing and conversion optimization platform: 25%, Data management platform: 22%
Top Criteria for New Tech
Full integration capabilities with other tech: 49%, Privacy and data security: 45%, Potential for rapid development of new features for future needs: 29%, Ease of use for marketers without IT’s involvement: 26%, A feature set that meets current needs: 21%
Top Challenges for Tech and Data
Managing campaigns across many channels of scale: 52%, Managing workflows that are inefficient due to tech issues: 39%, Applying insights from one campaign to another: 38%, Losing time to data integration and data transfer: 31%, Losing accuracy due to data integration issues: 28%
Digital Channel Budget Breakdown
Digital advertising: 17%, Search marketing: 16%, Content: 15%, Website: 14%, Social: 11%
Customer Customization
37% say personalization-based tech capabilities are a top priority, and 5% say it’s the highest priority.
Consumer Focused
49% say customer-centrism is a top priority, and 15% indicate that it’s the highest priority.
