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Marketing spend driven up by focus on customer journeys

21st Jan 2015
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84% of global and 88% of UK marketers plan to increase or maintain their marketing budgets for 2015, according to a new State of Marketing Report from Salesforce.

The research was gleaned via insights from more than 5,000 global marketers, and also found that marketers are increasingly shifting their focus into new territories including customer experience, journey mapping and social media engagement.

Salesforce’s stats correlate with Gartner’s late-2014 data that revealed organisations plan to increase the digital side of their marketing budgets by 8% next year, with many marketers now setting aside roughly 10% of their business’s annual revenue for their overall 2015 budgets and a renewed focus on customer experience.  

It also reaffirmed Gartner’s research that found budgets continuing to blur the lines between digital and traditional marketing, as organisations shift their focus to delivering more personalised campaigns across a variety of mediums.

“The future of marketing is building cohesive customer journeys across sales, service and marketing interactions. It is more important than ever to connect with each person interacting with your brand, and personalise journeys based on their actions and preferences,” said Scott McCorkle, CEO, Salesforce Marketing Cloud.

“Our 2015 State of Marketing report shows that this will be the year that businesses connect the dots accordingly and implement a truly multi-channel approach to personalise each customer’s engagement.”

Other findings in the report included that 86% of senior-level marketers believe it is now critical to “create a cohesive customer journey across all touchpoints”, using mobile apps, analytics tools and CRM as part of the process.

Marketers are also planning to increase their focus on social this year, with 64% of marketers now viewing social media as a “critical enabler” of their products and services, an increase of 25% on the 2014 State of Marketing report. 70% said they would increase spending on social media advertising, up from 57% last year.   

Despite the investment in newer technologies, email still reigns supreme for most marketers, with 73% stating email to be the core of the campaigns, and 92% reporting a return on investment from email.

Figures from the DMA show an increase in email use of more than 30% in the last 10 years, with email still rated the number one digital channel by marketers, contributing to 30% of all digital revenues.

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