When it comes to marketing, money and effort are not in short supply. What stymies efforts to effectively reach and engage customers all comes down to one challenge: data.
Marketers polled for the “2014 Marketing Trends Survey,” conducted by StrongView, say that while their budgets are robust, programs are hindered by the ability to effectively use customer data to help guide and optimize campaigns. A deeper look at the issue reveals that data quality and accessibility are the biggest challenges facing marketers who want to use that information to better engage customers—and across all channels, engagement and relevancy is are top priorities.
But that isn’t stopping the spend: 93 percent of marketers report that their 2014 budgets will either remain flat or increase, which is up from 83 percent in 2013. What tops the spending wish-list? Social media, display marketing, search marketing, email and mobile.
Other highlights from the survey:
- 57 percent of email lifecycle marketing will be focused on loyalty, 53 percent on welcome and 50 percent on win-back
- 59 percent of marketers plan to integrate email with social media efforts
- 55 percent said Facebook is their most valuable social channel, while less than 5 percent called out Pinterest, Google+ or Instagram