About 57% of marketers who responded to a recent Salesforce survey said mobile applications were absolutely critical or very important, with 54% saying the same about analytics and customer relationship management tools.
However, social listening and social publishing tools were among the least important, with only 40% saying they were absolutely critical or very important.
The survey suggested that, as customers increasingly switch between devices and expect brands to create real-time, one-to-one connections, increased social and mobile spend will help marketers take customers on an extended journey inside apps and across devices, creating personal brand experiences for every interaction with customers.
Respondents highlighted the importance of mobile because their business’ primary revenue source is directly linked to mobile marketing, mainly because it is a critical enabler of their products and services (70% of respondents), and also because mobile marketing indirectly impacts their business performance.
Salesforce released executive summaries of the survey broken down by b-to-c and b-to-b categories. While the number one priority for b-to-b marketers was new-business leads, b-to-c respondents were most concerned with remaining up to date with current marketing technology.
In the overall list of business challenges, enterprise-level system optimization and understanding what data to analyze were among the least pressing challenges.
While much of the report focused on marketing tech, it did also ask respondents about their overall marketing strategies for 2015. Priorities included social media advertising and location-based mobile tracking, with low importance placed on blogging and native ads.
In terms of the relative importance of different social media channels, Facebook and Twitter outpaced Instagram and Pinterest.
The survey polled more than 5,000 full-time marketers online, with 59% of the respondents living in the US.
This article originally appeared on PRWeek's sister brand The Hub.