Salesforce Releases “2015 State of Marketing” Report

Salesforce has released a new report that details 2015 marketing insights from over 5,000 global marketers. This report takes a close look at the challenges businesses are facing, main areas of anticipated increased spending, changes from 2014, and the upcoming trends in social, mobile, and email marketing.

This comprehensive report from Salesforce says that, globally, 84% of marketers plan to either maintain or increase their spending this year and among them, 38% intend to shift their spending from traditional mass advertising platforms to advertising on digital channels.

Among many challenges faced by the modern day marketer, the three most pressing issues listed were new business development, quality of leads, and remaining up-to-date with current marketing technology and trends.

In an effort to address these issues, marketers intend to increase spending in the following digital arenas: social media advertising, social media marketing, social media engagement, location based mobile tracking, and mobile applications.

The reasoning behind this shift in resources makes sense as the majority of marketers view social media marketing and mobile marketing as critical enablers of products and services.

Salesforce views the creation a one-on-one customer journey critical to the marketing success of a brand. There is a strong drive in 2015 to create more personal interactions between the customer and the brand, and technology is the connecting force that makes this possible. Mobile applications, marketing analytics, and CRM tools were the three technologies rates as the most important to fostering the customer journey.

This Salesforce report contains a solid list of actionable recommendations for anyone looking to improve their marketing efforts in 2015, with particular focus on responsive design and mobile integration. Additionally, there are myriad specific recommendations for individual digital marketing platforms.

Download a copy of Salesforce Marketing Cloud 2015 State of Marketing report

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