Campaigner recently announced the results of its marketing trends survey detailing key industry insights and identifying specific areas of focus for 2015. Findings reveal that marketers across the board are confident in their strategies with no plans of adaptation to meet the growing technology demands. Additionally, they are rightfully inclined to invest resources into the longstanding king, email marketing, along with the rising popularity of social media as a marketing channel.
New Tech Impact Still Hazy for Marketers
While technology advancements are increasing, marketers are showing no concerns. When asked if these new innovations would impact 2015 marketing strategies, only 10 percent of respondents believed they would have a definite impact and over a third (36 percent) said they expect no effect, while 39 percent are unsure and still researching the effects of the new technologies. Even momentous developments like Apple Pay do not show a great overall effect, as an overwhelming majority (87 percent) of respondents believe the m-commerce channel will have little impact on their New Year strategies.
Email and Social on the Rise
Despite the entrance of new marketing channels and technology innovations, the survey found that email remains to be the best digital channel for marketing ROI in 2014. Over 62 percent of respondents rank email marketing as one of the top ROI generators, followed by social media (26 percent), SEO (25 percent) and offline direct marketing (20 percent). To achieve the greatest bang for their buck, respondents aim to leverage the leading ROI producers with 76 percent planning to invest in email marketing and 33 percent in social media for 2015.
Additional Marketing Resolutions Revealed:
- 53 percent of respondents report that higher click-through rates and email interaction are the number one email marketing priorities for 2015
- Others prioritize a more holistic marketing plan (20 percent), integrating email with mobile and social components
- A majority (41 percent) claim that click-through rates are the most important metric in defining email marketing success, while 38 percent rely on email opens
Drawing from the data, Campaigner has created a list of New Year Resolutions that all top marketers should follow in order to have their campaigns thrive and produce an ROI enviable by all:
1. Give Social Media a Fair Shot
With the rise of social media predicted to continue in 2015, it will be important to invest in tools that provide better functionality and increased insight. Although email marketing still reigns supreme in ROI, social media has finally come of age and now provides measurable results that can provide valuable information for marketers. This year, marketers should take advantage of social media and really quantify what they’re getting back by using click-through tracking, email collection and click-through sales among other metrics.
2. Monitor Technology Advances
As only 10 percent of respondents think technological advances will have a definite impact on their marketing strategy, the rest should race to join the group. Marketers should be more concerned and ready to accommodate tech innovations as they develop, and should constantly monitor how they alter consumer interaction with their brands. Without keeping a close eye and adjusting strategies accordingly, marketers may risk falling behind. Those who keep their fingers on the pulse of the industry will be able to better adapt to and tap into beneficial trends, getting a few steps ahead of the rest.
3. Prepare for the Wave of Mobile Commerce
Although mobile technology is not quite ready for an influx of m-commerce, marketers should be prepared, as 2015 could be the year mobile takes center stage. In today’s environment, it’s not uncommon for marketers to see a large number of mobile opens resulting in desktop purchases. Consumers rely on desktops to buy because the process is easier, compared to the time consuming and cumbersome mobile purchase path. This will change, as the one-click approach becomes the norm on mobile devices. Expect a wave of m-commerce as mobile emails and websites continue to become more responsive, and the purchasing processes become intuitive and streamlined. Be sure to incorporate mobile into 2015 strategies by using responsive design templates and an integrated overall plan.
4. Start 2015 with a New Email Marketing Plan, Based on Data
Begin by looking at past data to see what’s worked and what hasn’t. Where are diminishing returns coming from and why? Is there a specific reason something is no longer working? Take the time to dig into data and gain these valuable insights in order to build a better strategy. Use segmentation and A/B testing to try something different and learn from the data to see what will provide the best results to bolster campaigns. This will give a leg up on competition, considering that only 14 percent of respondents are prioritizing improved data collection and management for 2015.
5. Take Advantage of Google Inbox
Google Inbox is the perfect example of technology that should change the way that marketers strategize, but has not quite made that impact. Despite this, Inbox presents a huge opportunity. Contrary to popular belief, Inbox won’t be a detriment to campaigns with its partitioned email, but rather a benefit. For example, knowing when to send emails can guarantee a spot at the top of the inbox. With more opportunities for valuable interactions, targeted emails will prioritize above competitors in the long run. Tap into transactional emails, which notoriously show the largest rate of interaction with users to achieve an early advantage with the new advancement.
With 2015 just around the corner, marketers should be ready to adapt to new technologies and not falter in their resolutions. Plan early, leverage data, and keep attuned to industry changes to guarantee the success of marketing campaigns for this upcoming year.
An infographic of the survey results can be found at http://www.campaigner.com/solutions/infographics/pdf/Infographic-Five-Email-Marketing-Resolutions-120414.pdf
The online Campaigner Survey was commissioned by Campaigner November 10 through 14, 2014. The survey sampled at least 103, randomly sampled Internet users across the publisher group, who identified themselves as consumers. The average margin of error is +/- 2.7%.