ExactTarget gather insights from global marketers

ExactTarget gather insights from global marketers

Converting online traffic into revenue and overall brand awareness emerged as the top marketing priorities in ExactTarget Marketing Cloud's 2014 State of Marketing Strategy survey.

B&T Magazine
Posted by B&T Magazine

Over 2500 responses from marketers' gloabally offered their insight into current and future marketing strategies and priorities for their companies.

The results revealed some new and under-used marketing strategies for 2014. ExactTarget "expect to see marketers using social media, mobile and personalized web experiences to better boost their brand with customers".

According to an Australian Communications and Media Authority (ACMA) report from 2012, online mobile usage is continuing an upward trend.

But there emerged a gap between marketers implementing mobile friendly designs and the actual success-rate of such strategies.

The report found 31-50% of subscribers open their emails on a mobile device, yet 42% of respondents said they rarely or never used mobile responsive design.

However, with four out of five minutes on a smartphone spent engaging with an app, 47% of marketers say their company has an app.

Push notifications and location based functionality also appeared under-utilized by marketers, possibly as a result of privacy concerns surrounding these strategies.

A Pew report found similar findings last year in America, with growth in location-sharing increasing from 5% in 2011 to just 8% in 2013. Privacy issues were considered the reason location-sharing technology has failed to take off.

"Email is alive and well" according to the survey, with 68% of marketers saying that email marketing is core to their business strategy. Almost half (49%) of respondents send 500,000 emails or more every year.

It comes as no surprise that 46% of marketers agree social marketing is core to their business, with Facebook, Twitter and LinkedIn the most popular social channels in 2013.

Google+ is attracting more marketing interest this year, with Google "offering extra search to content authors for posts shared on Google+".

The survey found an interesting gap between the perceived success of certain lifecycle strategies and actual frequency of their implementation.

Namely birthday and anniversary lifecycle marketing was found to be successful, but somewhat underused.