2015 State of Marketing: Marketers ramp up mobile, social spend

Salesforce's 2015 State of Marketing Report shows marketers are increasing their budgets on social media marketing more than any other digital marketing channel, even as ROI still remains an issuechannel

Marketers are ramping up spending on social and mobile activities and capabilities, and see CRM, mobile apps and marketing analytics as core technologies for building customer engagement, according to the new 2015 State of Marketing Report from Salesforce.

The marketing cloud vendor’s annual report, which is based on a survey of 5000 marketers globally including Australia, found 84 per cent of marketers plan to increase or maintain spend this year, with social and mobile marketing leading the priority list.

More than two-thirds of global respondents have integrated mobile into their overall marketing strategy, up from 48 per cent in 2014, and 65 per cent plan to spend more on mobile push notifications, a 32 per cent year-on-year increase. In addition, 58 per cent now have a dedicated mobile marketing team. More than half of these have at least four staff.

The clear move to mobile is occurring despite the fact that one in three are still waiting for an ROI from mobile marketing, and only 31 per cent have produced either ‘some’ or ‘significant’ ROI so far.

Read more: Adopting mobile marketing for the masses
Mobile marketing is lacking stratey and governance, finds Forrester

In Australia specifically, 69 per cent of respondents have integrated mobile marketing into their overall marketing strategy, and 56 per cent saw mobile as core to their business. Fifty-four per cent have a dedicated mobile marketing team, up from 33 per cent last year.

Social was the other big push, with 64 per cent of marketers globally citing social as a critical enabler of products and services (57 per cent in Australia). Worldwide, 64 per cent agreed social media marketing was core to their business, up from 25 per cent in 2014. This figure dipped to 55 per cent in Australia.

The report also found marketers are increasing their budgets for social more than any other digital marketing channel. Seventy per cent plan to increase spending on social media advertising, and 29 per cent said it current produces ‘some or significant’ ROI.

In addition, 30 per cent said social indirectly produces ROI, although 27 per cent were still waiting to see a return from social activities so far. Notably, nearly twice as many marketers categorised social as a primary revenue source this year compared with 2014.

Read more: How to prove social media marketing's worth in the marketing mix
Getting to grips with social commercs

Despite the rise of these new channels, however, email marketing was found to continue its dominance in digital marketing. Nearly three in four per cent of global marketers believe email is core to their business, with 92 per cent citing a clear ROI.

When it comes to metrics being used to rate success, conversion rate was the most important email marketing metric globally and in Australia, while mobile website or app traffic came up trumps in mobile marketing. In social, traffic was the most important measurement for marketers everywhere.

Other Australian-specific findings

According to Salesforce’s Australian respondents, budgetary constraints are the most pressing business challenge for marketers, followed by new business development and building deep customer relationships.

These were in contrast to the top three global challenges, which were new business development, quality of leads, and remaining up to date with current marketing technology and trends.

The top five areas locally for increased spending are: Mobile applications (70 per cent), social media advertising (70 per cent), social media listening (68 per cent), social media engagement (68 per cent) and social media marketing (68 per cent).

Key technologies Australian marketers see as critical to creative a comprehensive customer journey are Mobile applications (59 per cent), followed by CRM tools (56 per cent) and marketing analytics (53 per cent).

The 2015 State of Marketing survey was conducted online in October and November last year and garnered responses from more than 5000 marketers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in