The 2015 State of Marketing
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The most comprehensive marketing report of 2015 is here. Salesforce surveyed over 5,000 marketers globally to understand top priorities for 2015 across all digital channels. Inside this second annual report, you get an unparalleled look at the modern marketer’s mindset, including: •3 most pressing business challenges •Top 5 areas for increased spending •Biggest changes from 2014 •Hottest trends in social, mobile, and email marketing Plus, see exclusive executive summaries from nine countries and regions. Download now and see how your marketing goals and strategies stack up.
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The 2015 State of Marketing
- 2. 2015 State of Marketing In the fall of 2014, we surveyed 5,000+ global marketers about their top priorities for 2015 across all digital channels — and discovered how their budgets, metrics, and strategies supported their goals. Here, we’ll present some of the biggest takeaways from the 2015 State of Marketing. Consult the full report for even more charts and recommendations.
- 3. #1 #2 #3 New business development Most Pressing Business Challenges Quality of leads Remaining up to date with current marketing technology and trends Key Stats
- 4. Key Stats 84% of marketers plan to increase or maintain their spend. 38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels. Budget Spend in 2015
- 5. Key Stats Budget Spend in 2015 Top 5 Areas for Increased Spending Social media advertising 70% Social media marketing 70% Social media engagement 67% Location- based mobile tracking Mobile applications 67% 66%
- 6. Key Stats The Customer Journey Technologies Most Critical to Creating a Cohesive Customer Journey Mobile applications 57% Marketing analytics 54% CRM tools 54%
- 7. Key Stats: Email 73% of marketers believe email marketing is core to their business
- 8. Key Stats: Email 49% always/often use responsive design in emails
- 9. Key Stats: Email 47% report click-through rate as the most important email marketing metric
- 10. Key Stats: Email 23% don’t know what device emails are read on 54%
- 11. Key Stats: Mobile 71% of marketers believe mobile marketing is core to their business
- 12. Key Stats: Mobile 68% have integrated mobile marketing into their overall marketing strategy
- 13. Key Stats: Mobile 58% have a dedicated mobile marketing team
- 14. Key Stats: Mobile 43% rate website traffic from mobile website or app as the most important metric
- 15. Key Stats: Social 66% of marketers believe social media marketing is core to their business
- 16. Key Stats: Social 66% have a dedicated social media team
- 17. Key Stats: Social 64% believe social is a critical enabler of their products and services
- 18. Key Stats: Social 42% rate website traffic from social media as the most important social marketing metric
- 19. 2015 State of Marketing Download the full report today.
- 20. Finding a Focus for 2015 Revenue growth is the #1 success metric used by marketers Top 5 Digital Marketing Metrics for Success Revenue growth 32% 30% 23% 23% 23% Customer satisfaction Return on investment Customer retention rates Customer acquisition (i.e., audience and/or list growth)
- 21. Finding a Focus for 2015 Popularity and Effectiveness of Digital Marketing Channels and Strategies 56% 44% 44% 44% 42% 41% 40% 39% 38% 37% 35% 32% 31% 31% 29% 27% 27% 25% 24% 24% 22% 21% 20% 19% 18% 15% Corporate website Social media engagement Social media marketing SEO/SEM Landing pages Email marketing Display/banner ads Social media advertising Blogging Social media listening Videos Native advertising Web personalization Content marketing Recommendations via email Data targeting and segmentation Mobile application(s) Guided selling Mobile text messaging (SMS) Video advertising Marketing automation Offer management Lead nurturing and scoring Mobile push notifications Location-based mobile tracking Podcasting 26% 27% 29% 31% 31% 27% 30% 29% 31% 30% 29% 30% 36% 32% 31% 34% 34% 32% 31% 31% 34% 31% 34% 34% 32% 30% 0% 100% Piloting/Plan to Use in Next 12 Months Currently Using 64% 25% 10% 67% 22% 10% 66% 23% 9% 66% 25% 7% 66% 24% 8% 68% 23% 8% 68% 22% 8% 68% 21% 9% 61% 27% 9% 58% 28% 9% 66% 66% 62% 25% 8% 26% 27% 6% 9% 65% 26% 7% 65% 24% 8% 67% 24% 7% 65% 24% 8% 64% 25% 8% 67% 23% 7% 64% 24% 8% 66% 24% 8% 66% 25% 6% 67% 25% 7% 62% 28% 8% 59% 29% 10% 58% 27% 13% Very effective/effective Somewhat effective Not very effective/ not at all effective Don’t know 20% 40% 60% 80%
- 22. Finding a Focus for 2015 Effectiveness of Digital Marketing Tools Email marketing, social media advertising, and social media listening had the highest very effective/effective ratings. Meanwhile, blogging, display/banner ads, corporate web- site, and native advertising had the highest number of marketers saying they didn’t know whether or not they’d use them.
- 23. Rank the Top Obstacles RANK 1 2 3 4 5 9 6 11 7 8 13 10 16 19 12 17 15 18 14 20 27% 27% 27% 26% 25% 25% 23% 23% 22% 22% 22% 21% 21% 21% 20% 20% 19% 18% 18% 1% New business development Quality of leads Remaining up to date with current marketing technology and trends Customer acquisition Quantifying marketing's return on investment Integration of marketing tools/systems Demand and lead generation Budgetary constraints Building deep customer relationships Creating a personalized cross-channel experience Producing unique, original content Using existing data to drive more relevant messages and experiences Keeping pace with competitors Staying ahead of social media trends Talent acquisition and retention Understanding what data to analyze Shifting consumer demographics Channel expansion and device adoption Enterprise-level system optimization Other Most Pressing Business Challenges
- 24. Rank the Top Obstacles Marketers’ biggest challenges in 2015 are new business development, quality of leads, and remaining up-to-date with current marketing technology and trends. Interestingly, challenges like budgetary constraints and uniqueness of content weren’t among the most common, indicating that marketing resources aren’t necessarily strapped — it’s more about filling the funnel with quality instead of quantity.
- 25. Banking on Social & Mobile Marketers plan to increase spend in the following five areas in 2015: Social media advertising 70% Social media marketing 70% Social media engagement 67% Location-based mobile tracking 67% Mobile applications 66%
- 26. Banking on Social & Mobile 70% see mobile marketing as a critical enabler of products and services 64% believe social is a critical enabler of their products and services This decision to invest more in social and mobile makes sense.
- 27. Using Technology to Craft the Customer Journey According to the State of Marketing Leadership, 86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey. The following chart shows which technologies marketers find most effective at creating a customer journey.
- 28. Using Technology to Craft the Customer Journey Absolutely Critical/ Very Important 57% 54% 54% 51% 44% 42% 41% 40% 40% 37% 50% 46% 45% 45% 41% 39% 39% 41% 43% 42% 27% 30% 29% 31% 29% 27% 32% 30% 29% 28% 22% 23% 24% 23% 28% 31% 27% 27% 26% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mobile applications Marketing analytics Customer relationship management (CRM) tools Content management Marketing automation Predictive intelligence Collaboration tools Social listening tools Social publishing tools Enterprise resource planning (ERP) software Very e ective/e ective Somewhat e ective Not very e ective/not at all e ective Don't know The Effectiveness of Various Technologies at Creating a Cohesive Customer Journey
- 29. Technologies Rated as Most Critical and Important to the Customer Journey Using Technology to Craft the Customer Journey #1 Mobile applications #2 Marketing analytics #3 Customer relationship management (CRM) tools
- 30. Email Keeps a High Profile 73% of marketers believe email marketing is core to their business
- 31. Email Keeps a High Profile 2015 vs. 2014: Why Is Email Core to Your Business? 60% 20% 20% 2015 Email indirectly impacts our business performance Our business' primary revenue source is directly linked to email operations Email is a critical enabler of our products and services 42% 16% 42% 2014
- 32. Email Keeps a High Profile We asked marketers to share which email campaigns they use and how effective they find these campaigns. Newsletters are used most often; however, they rank lower for overall effectiveness. Conversely, mobile opt-in campaigns are rated the most effective, but are not widely used.
- 33. Email Keeps a High Profile Currently Using Piloting/ Plan to Use in Next 12 Months 63% 22% 54% 23% 42% 29% 40% 27% 38% 28% 38% 22% 36% 28% 34% 33% 30% 31% 28% 30% 27% 24% 26% 23% 26% 30% 24% 30% 24% 22% 66% 69% 72% 64% 67% 74% 72% 63% 67% 64% 75% 74% 76% 73% 72% 26% 23% 21% 25% 25% 18% 21% 26% 23% 26% 17% 18% 17% 20% 20% 7% 6% 5% 8% 6% 6% 5% 9% 7% 8% 6% 7% 6% 5% 5% 0% 20% 40% 60% 80% 100% Newsletter Promotional content Welcome series Web opt-in Post-purchase Transactional Loyalty Reengagement Social opt-in Win-back Birthday Anniversary Mobile opt-in Browse retargeting Abandoned cart Don't know Very effective/effective Not very effective/not at all effective Somewhat effective Usage Rates of Email Marketing Campaigns and Their Effectiveness
- 34. Email Keeps a High Profile 47% 43% 38% 34% 34% Click-through rate Conversion rate Click-to-open rate Unique open rate Lead generation Top 5 Metrics Used to Measure Email Marketing Success
- 35. Raising the Stakes on Responsive Design We tracked substantial growth from last year to this year in the number of subscribers who read emails on mobile devices. Volume of Subscriber Emails Read on a Mobile Device 35% 22% 41% 22% 19% 16% 4% 11% 1% 3% 1% 23% 2014 2015 Less than 30% 30-49% 50-69% 70-74% 75-89% 90% or more Don't know
- 36. Raising the Stakes on Responsive Design 7% 12% 27% 12% 15% 20% 22% 29% 18% 19% 17% 2015 2014 9% 13% 22% 13% 15% 19% 22% 28% 19% 18% 21% 2015 2014 Emails Landing Pages Usage Rates of Mobile Responsive Design Always Often Sometimes Rarely Never Don’t know
- 37. The Year of Mobile Has Arrived — for Real This Time Mobile Marketing Impact on Business 16% 70% 15%2015 2014 Mobile marketing indirectly impacts our business performance Mobile marketing is a critical enabler of our products and services Our business' primary revenue source is linked to mobile marketing 14% 57% 29%
- 38. The Year of Mobile Has Arrived — for Real This Time With this rise in mobile activity, how are marketers actually using the channel? Mobile loyalty campaigns are the most widely used and the most effective mobile campaign, as ranked by marketers. Overall, a majority of marketers using mobile rated all campaign types as highly effective, further supporting mobile’s crucial position in marketing strategy.
- 39. The Year of Mobile Has Arrived — for Real This Time Currently Using Piloting/ Plan to Use in Next 12 Months 37% 36% 36% 36% 36% 35% 35% 36% 35% 38% 33% 35% 33% 38% 33% 35% 32% 36% 86% 83% 83% 84% 83% 85% 84% 85% 85% 12% 14% 15% 12% 13% 12% 14% 13% 11% 2% 2% 1% 2% 2% 2% 1% 2% 3% 0% 20% 40% 60% 80% 100% Loyalty Holiday or event campaign Promoting email subscription via SMS Mobile welcome SMS Drive cross-channel engagement Mobile-exclusive deals Reengagement Win-back Conversation via keyword Don't know Very effective/effective Not very effective/not at all effective Somewhat effective Mobile Campaign Popularity and Effectiveness
- 40. The Year of Mobile Has Arrived — for Real This Time 43% 39% 37% 35% 35% 35% 28% 28% 1% Mobile website or app tra c Conversion rate Lead generation Volume of mobile phone interactions Overall brand awareness/ preference Revenue directly attributed to mobile device transactions Mobile app ratings Number of SMS/ push notification opt-ins Other Metrics for Measuring Mobile Marketing Success
- 41. The Year of Mobile Has Arrived — for Real This Time 27% percent of marketers have a mobile application
- 42. The Year of Mobile Has Arrived — for Real This Time Support for Android is starting to edge out iOS support (79% and 77%, respectively). 79% 77% 39% 20% 2% Android iOS Windows Blackberry Other Mobile App Support for Operating Systems
- 43. The Year of Mobile Has Arrived — for Real This Time A successful customer journey requires integrating mobile into your marketing strategy. Among marketers using mobile channels, 68% have integrated mobile marketing into their overall strategy — meaning they’ve incorporated either SMS, push notifications, mobile apps, or location-based functionality. Sixty-one percent rate the integration as very effective or effective (compared to 46% last year) and 32% rate it as somewhat effective.
- 44. Social Takes the Spotlight Marketers are increasing their budgets for social more than any other digital marketing channel.
- 45. Social Takes the Spotlight 86% of marketers who use social say their social efforts produce ROI. Social Media Marketing Return on Investment 86% 55% 9% 20% 27% 30% 8% 7% Not likely to produce ROI Unsure Produces significant ROI Produces some ROI Will eventually produce ROI Indirectly produces ROI
- 46. Social Takes the Spotlight Social Media Team Size: 2014 vs. 2015 1 person 2-3 people 4-5 people 6 or more people30% 10% 17% 43% 2015 1 person 2-3 people 4-5 people 6 or more people 2014 6% 8% 45% 40%
- 47. Social Takes the Spotlight In 2015, nearly twice as many marketers categorize social as a primary revenue source vs. 2014. Social Media Marketing Impact on Business 2015 2014 Social media marketing indirectly impacts our business performance Social media marketing is a critical enabler of our products and services Our business' primary revenue source is linked to social media marketing 16% 9% 64% 25% 19% 66%
- 48. Social Takes the Spotlight Currently Using Piloting/ Plan to Use in Next 12 Months 80% 12% 70% 18% 62% 22% 56% 20% 56% 25% 34% 26% 34% 29% 27% 21% 24% 25% 23% 23% 20% 30% 20% 25% 19% 23% 19% 24% 19% 26% 17% 23% 16% 28% 15% 21% 14% 21% 13% 24% 11% 23% 11% 22% 8% 27% 73% 68% 69% 69% 68% 71% 67% 81% 57% 86% 68% 69% 77% 68% 68% 76% 71% 67% 77% 73% 78% 81% 76% 19% 22% 21% 16% 24% 22% 23% 14% 28% 11% 26% 22% 18% 23% 24% 19% 24% 22% 19% 21% 18% 17% 21% 8% 10% 10% 14% 8% 7% 10% 5% 15% 3% 6% 9% 6% 9% 8% 5% 5% 12% 4% 6% 4% 3% 4% 0% 20% 40% 60% 80% 100% Facebook Twitter LinkedIn Google+ YouTube Blogging Instagram Video Pinterest Tagged Podcasts Flickr WhatsApp Other Messaging Apps SlideShare MySpace Vine Foursquare WeChat Snapchat Line KakaoTalk Mobage Very effective/effective Not very effective/not at all effective Somewhat effective Social Media Networking Channels Being Used and Their Effectiveness
- 49. Social Takes the Spotlight Podcasts are the #1 social channel to pilot in 2015. 30% of marketers say they’ll test podcasting this year.
- 50. Social Takes the Spotlight 28% say they will test Vine 29% of marketers say they’ll test Instagram
- 51. Social Takes the Spotlight Social network Tagged scored the highest “very effective” ratings of any social channel: 86%. Professional social network Viadeo and texting app KakaoTalk tied for second: 81%.
- 52. Social Takes the Spotlight Facebook, Twitter, and LinkedIn are again the most popular social networks for marketers. Facebook: 80% of marketers use; 92% rate as very or somewhat effective Twitter: 70% of marketers use; 90% rate as very or somewhat effective LinkedIn: 62% of marketers use; 90% rate as very or somewhat effective
- 53. Social Takes the Spotlight Google+ had the lowest effectiveness rating of any social network, with 14% of marketers saying it’s not very effective or not effective.
- 54. 2015 State of Marketing Looking for recommendations to use this data in your own marketing strategies for 2015? Download the full report.