Email, followed by social media and mobile marketing, are the top areas for increased marketing spend in 2015, according to Strongview’s Marketing Trends Survey and highlighted in Media Research Brief. The top three concerns for marketers going into 2015 are:
- Accessing and leveraging customer data from multiple channels and sources (30%)
- Coordination across marketing channels (16%)
- Developing more relevant engagements (13%)
When it comes to data, while around half of marketers use demographic data and purchase history, they still struggle with leveraging data on web behavior, sentiment, and lifestage. In terms of touchpoints in the lifecycle, marketers are focusing spend on: loyalty, welcome, winback/re-engagement, and post-purchase.
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