[December 11, 2014] |
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Campaigner® Survey Reveals 2015 Marketing Trends and New Year's Resolutions
Campaigner®, the email marketing brand of j2 Global (News - Alert), Inc.
(NASDAQGS: JCOM), today announced the results of its marketing trends
survey detailing key industry insights and identifying specific areas of
focus for 2015. Findings reveal that marketers across the board are
confident in their strategies with no plans of adaptation to meet the
growing technology demands. Additionally, they are rightfully inclined
to invest resources into the longstanding king, email marketing, along
with the rising popularity of social media as a marketing channel.
"2014 has been a year of evolution in the marketing industry. Given the
introduction of tech advances like Google's Inbox, the new Promotions
tab, Twitter's Buy Button and Apple (News - Alert) Pay, the modern day marketer has a
lot to consider when developing 2015 strategies," said EJ McGowan,
general manager, Campaigner. "In order for marketers to effectively stay
up-to-speed, they should regularly monitor consumer reactions to new
innovations and adjust strategies accordingly. Moving into 2015, I
predict email will remain a significant investment in overall planning,
with added emphasis on the mobile commerce movement."
New Tech Impact Still Hazy for Marketers
While technology advancements are increasing, marketers are showing no
concerns. When asked if these new innovations would impact 2015
marketing strategies, only 10 percent of respondents believed they would
have a definite impact and over a third (36 percent) said they expect no
effect, while 39 percent are unsure and still researching the effects of
the new technologies. Even momentous developments like Apple Pay do not
show a great overall effect, as an overwhelming majority (87 percent) of
respondents believe the m-commerce channel will have little impact on
their New Year strategies.
Email and Social on the Rise
Despite the entrance of new marketing channels and technology
innovations, the survey found that email remains to be the best digital
channel for marketing ROI in 2014. Over 62 percent of respondents rank
email marketing as one of the top ROI generators, followed by social
media (26 percent), SEO (25 percent) and offline direct marketing (20
percent). To achieve the greatest bang for their buck, respondents aim
to leverage the leading ROI producers with 76 percent planning to invest
in email marketing and 33 percent in social media for 2015.
Additional Marketing Resolutions Revealed:
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53 percent of respondents report that higher click-through rates and
email interaction are the number one email marketing priorities for
2015
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Others prioritize a more holistic marketing plan (20 percent),
integrating email with mobile and social components
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A majority (41 percent) claim that click-through rates are the most
important metric in defining email marketing success, while 38 percent
rely on email opens
Drawing from the data, Campaigner has created a list of New Year
Resolutions that all top marketers should follow in order to have their
campaigns thrive and produce an ROI enviable by all:
1. Give Social Media a Fair Shot
With the rise of social media predicted to continue in 2015, it will be
important to invest in tools that provide better functionality and
increased insight. Although email marketing still reigns supreme in ROI,
social media has finally come of age and now provides measurable results
that can provide valuable information for marketers. This year,
marketers should take advantage of social media and really quantify what
they're getting back by using click-through tracking, email collection
and click-through sales among other metrics.
2. Monitor Technology Advances
As only 10 percent of respondents think technological advances will have
a definite impact on their marketing strategy, the rest should race to
join the group. Marketers should be more concerned and ready to
accommodate tech innovations as they develop, and should constantly
monitor how they alter consumer interaction with their brands. Without
keeping a close eye and adjusting strategies accordingly, marketers may
risk falling behind. Those who keep their fingers on the pulse of the
industry will be able to better adapt to and tap into beneficial trends,
getting a few steps ahead of the rest.
3. Prepare for the Wave of Mobile Commerce
Although mobile technology is not quite ready for an influx of
m-commerce, marketers should be prepared, as 2015 could be the year
mobile takes center stage. In today's environment, it's not uncommon for
marketers to see a large number of mobile opens resulting in desktop
purchases. Consumers rely on desktops to buy because the process is
easier, compared to the time consuming and cumbersome mobile purchase
path. This will change, as the one-click approach becomes the norm on
mobile devices. Expect a wave of m-commerce as mobile emails and
websites continue to become more responsive, and the purchasing
processes become intuitive and streamlined. Be sure to incorporate
mobile into 2015 strategies by using responsive design templates and an
integrated overall plan.
4. Start 2015 with a New Email Marketing Plan, Based on Data
Begin by looking at past data to see what's worked and what hasn't.
Where are diminishing returns coming from and why? Is there a specific
reason something is no longer working? Take the time to dig into data
and gain these valuable insights in order to build a better strategy.
Use segmentation and A/B testing to try something different and learn
from the data to see what will provide the best results to bolster
campaigns. This will give a leg up on competition, considering that only
14 percent of respondents are prioritizing improved data collection and
managemnt for 2015.
5. Take Advantage of Google (News - Alert) Inbox
Google Inbox is the perfect example of technology that should change the
way that marketers strategize, but has not quite made that impact.
Despite this, Inbox presents a huge opportunity. Contrary to popular
belief, Inbox won't be a detriment to campaigns with its partitioned
email, but rather a benefit. For example, knowing when to send emails
can guarantee a spot at the top of the inbox. With more opportunities
for valuable interactions, targeted emails will prioritize above
competitors in the long run. Tap into transactional emails, which
notoriously show the largest rate of interaction with users to achieve
an early advantage with the new advancement.
With 2015 just around the corner, marketers should be ready to adapt to
new technologies and not falter in their resolutions. Plan early,
leverage data, and keep attuned to industry changes to guarantee the
success of marketing campaigns for this upcoming year.
An infographic of the survey results can be found at http://www.campaigner.com/solutions/infographics/pdf/Infographic-Five-Email-Marketing-Resolutions-120414.pdf
Survey Methodology
The online Campaigner Survey (http://www.campaigner.com/survey/results/201411.pdf)
was commissioned by Campaigner November 10 through 14, 2014. The survey
sampled at least 103, randomly sampled Internet users across the
publisher group, who identified themselves as consumers. The average
margin of error is +/- 2.7%.
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Email Marketing
About Campaigner®
Campaigner is a robust email marketing solution built by marketers to
help small, medium and large businesses strengthen customer
relationships and drive sales. Features include professional email
campaign creation, industry-leading A/B split testing, advanced list
management and segmentation tools, targeted email autoresponders and
workflows, powerful API and CRM integration, and detailed campaign
reporting. Campaigner is a brand and registered trademark of the
Business Cloud Services Division of j2 Global, Inc., the global provider
of Internet services. Learn more at www.Campaigner.com.
About j2 Global
j2 Global, Inc. provides Internet services through two divisions:
Business Cloud Services and Digital Media. The Business Cloud Services
Division offers Internet fax, virtual phone, hosted email, email
marketing, online backup, unified communications and CRM solutions. It
markets its services principally under the brand names eFax®,
eVoice®,
FuseMail®,
Campaigner®,KeepItSafe®,
Livedrive®
and Onebox®,
and operates a messaging network spanning 49 countries on six
continents. The Digital Media Division offers technology, gaming and
lifestyle content through its digital properties, which include PCMag.com,
IGN.com,
AskMen.com,Toolbox.com
and others. The Digital Media Division also operates NetShelter®
Powered by BuyerBase®,
an advanced digital ad targeting platform, and Ziff Davis B2B, a leading
provider of research to enterprise buyers and leads to IT vendors. As of
Dec. 31, 2013, j2 had achieved 18 consecutive fiscal years of revenue
growth. For more information about j2, please visit www.j2global.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20141211005019/en/
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