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.
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