Mobile marketing will also get more resources in 2015 according to a global survey by Salesforce Marketing Cloud.
It’s here — the definitive marketing report of 2015. We surveyed more than 5,000 marketers globally to understand top priorities for the year across all digital channels. Inside this second annual report, 2015 State of Marketing, you get an unparalleled look at marketers’ most pressing business challenges, top digital marketing success metrics, biggest shifts from 2014 to 2015, and an in-depth look at their approach to email, social, and mobile marketing.
According to 2015 State of Marketing, 38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels. Eighty-four percent of marketers plan to increase or maintain their overall marketing spend in 2015.
Here’s a quick highlight of the stats you’ll find inside.
The top five areas for increased marketing spending are:
- Social media advertising (70% of marketers)
- Social media marketing (70% of marketers)
- Social media engagement (67% of marketers)
- Location-based mobile tracking (67% of marketers)
- Mobile applications (66% of marketers)
The three technologies most critical to creating a cohesive customer journey:
- Mobile applications (57%)
- Marketing analytics (54%)
- CRM tools (54%)
The top three business challenges:
- New business development
- Quality of leads
- Remaining up to date with current marketing technology and trends
This report includes executive summaries for B2B and B2C marketers, as well as summaries for Australia, Brazil, Canada, France, Germany, Japan, the Nordics, United Kingdom, and the US.
A large majority of marketers plan to increase their spending on social media marketing — both paid and organic — in 2015, according to a new survey.
Salesforce Marketing Cloud polled 5,035 global marketing professionals about their budgetary plans for digital marketing and found that 70% plan to boost spending on social media advertising this year. The same percentage plan to spend more on social media marketing overall and 67% will spend more on social engagement.
Those were the top three results in marketers’ priority chart in the 2015 State of Marketing report, which was released today.
Social engagement spending tied with location-based mobile tracking for third. Here’s the chart:
Source: Salesforce (2015)
As you can see, the chart is top heavy for social and mobile. Salesforce reported that 84% of marketers plan to increase or maintain their overall digital spending. Mobile and social are leading the way because 70% believe mobile is a “critical enabler of products and services” and 64% believe the same about social. That’s a 13 percentage point jump for mobile over Salesforce’s 2014 report and a giant 39 point leap for social.
Further evidence of the increased emphasis on social: 71% of marketers agree that social marketing is core to their business and nearly twice as many marketers over 2014 say social is a primary revenue source. Also sixty-six percent of marketers have a dedicated team to manage their social efforts, up 9 percentage points from Salesforce’s 2014 survey.
Facebook continues to be favored social channel for marketers with 80% using the social network and 73% believing in its effectiveness. Twitter (70% use, 68% vouching for its effectiveness), LinkedIn (62%, 69%), Google+ (56%, 69%) and YouTube (56%, 68%) were the only other social networks used by more than half of the respondents.
Source: Salesforce (2015)