As we get into the swing of 2014, businesses will be prioritising, planning and preparing for the year ahead. In Exact Target’s recent survey, 47 per cent of marketers identified their top priority this year will be driving increased conversion rates, followed closely by increasing and improving brand awareness (46%).
The research, which asked marketers about their budgets, priorities, channels, metrics and strategies for 2014, found that 98 per cent of those questioned plan to increase or maintain their spend this year. The top five areas of focus for these increased budgets include: data and analytics (61%), marketing and automation (60%), email marketing (58%), social media marketing (57%) and content management (57%).
With data and analytics being a key area for increased spending in 2014, marketers will not only be spending money on data but prioritising collecting, measuring and responding to behaviour-based data (29%).
Exact Target’s research also pointed out that for marketers in 2014, more than half believe that email is core to their business (68%) compared to the 46 per cent who believe social is core. Of those questioned, 49 per cent are sending more than 500,000 emails annually and 57% have a dedicated social team. Additionally, 47 per cent of respondents stated that they have an app but only 30% are using location-based functionality.
Although marketers are showing varied focus, 65 per cent of those questioned agreed that driving subscriber engagement is their primary lifecycle challenge.
In 2014, marketers will show increased engagement with data and analytics with an aim to improve conversion rates and brand awareness.
As budgets are maintained or increased, will we see increased focus on email, social and mobile?
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