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69% of marketers plan to allocate higher budget to e-mail Marketing in Marketing Automation

In the recent study, MarketingSherpa investigated how marketing departments leverage their budgets, where they plan cuts or progress and what’s left unaffected. Thus, in this research we could also review the most popular marketing channels. It turns out that the most significant increase is expected in e-mail marketing, WWW page and social media. Yet, the biggest cuts are predicted in traditional channels like TV and radio.

How marketing department allocate their budgets?

WWW page

Marketing Automation implementation and taking advantage of the dynamic content is the future of WWW pages, which from static bulletin have become real communication channel. First of all, we are able to accurately measure ROI from WWW page, as we monitor visitors behavior and know what content was interesting for particular persons in their purchase process. 69% marketers plan to increase budget in this field. Once we look into more precise data, we see that marketers will rise their budgets on WWW page development, where 76% concerns B2C and 79% ecommerce. 

E-mail Marketing

Transferring e-mail Marketing to Marketing Automation allows to tailor sent content to the behavior of particular persons and sale process stage they are at. Proper implementation of e-mail marketing activities relies on sending appropriate content, to appropriate person, at appropriate time, which requires suitable technology like Marketing Automation systems. Hence, the second position for this channel and a group of 64% of marketers, who increase their budgets.

Social Media Marketing

Marketers still learn social media, get to know how it works and try to find out the successful way to reach potential clients in this channel. Therefore, 63% of marketers plan to increase budget on social media.

Mobile

Mobile marketing will experience smallest decrease in marketing budget expanses. Only 2% marketers plan reductions in this area. Mobile devices are more and more popular and 30% of visitors on the WWW page come from mobile devices. The trend itself also speeds up and growing number of people start buying on their tablets or smartphones.

Multichannel Marketing

The results of this study show that the biggest grow will take place in multichannel activities. The most popular set in multichannel marketing is: social media, WWW page, email and mobile. It just so happens that those four channels will observe the biggest increase. Such dynamics in multichannel marketing implementation is only possible with appropriate technology, which will join activities in each of them as a whole. No doubt Marketing Automation is one such technology. Not only it allows to communicate in each of the mentioned channels but above all precisely measures recipients reactions and monitors their behavior.

SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

More information: www.salesmanago.com

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