January 17, 2014

Global Marketers to Increase Digital Spending

If you plan on expanding your marketing budget exponentially in 2014, then you’re not alone. According to ExtactTarget’s “2014 State of Marketing Report,” 98 percent of marketers plan to increase or maintain their marketing spend in 2014.

Whether it’s to drive increased conversion rates or improve brand awareness, marketers are casting their eye on several different, yet equally important, tactics. Below we will explore the four key areas where marketers plan to increase spending in 2014 and why you should consider the same.

Data & Analytics

Big data has proven to be a critical asset for marketers as it gives them an unprecedented view into consumer behavior. In fact, 61 percent of survey respondents plan to increase spending on data and analytics in 2014. Data and analytics help marketers build a complete consumer “persona”—from their preferred communication channels to their likes and dislikes—which enables them to create more personalized marketing messages.

Marketing Automation

It should come as no surprise that 60 percent of marketers plan to increase spending on marketing automation in 2014, as it helps businesses track and measure a prospect’s (i.e. lead) activity; identify where they are in the buying cycle; and effectively nurture leads to become “sales-ready.” According to an infographic from Marketing Weekly, 81 percent of top companies list “wanting to close sales faster” as their number one reason for implementing marketing automation.

Email Marketing

With consumers connected to email 24/7 through their mobile devices, email marketing has remained one of the most effective and cost-conscious marketing tactics there is. Whether it’s because of its ability to increase customer loyalty or drive more sales conversions, 58 percent of marketers said they plan to increase spending on email marketing in 2014.

Social Media Marketing

Social media has become synonymous with marketing. By increasing your businesses presence on social media platforms, such as Twitter, Facebook and Instagram, not only do you increase brand awareness, but you also boost consumer engagement.  According to an infographic from Wishpond, more than half of marketers who have been using social media for more than three years say that it has helped them increase sales and 78 percent of participants found that website traffic increased with as little as six hours per week invested in social media marketing.




Edited by Allison Boccamazzo




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