Successful marketers will focus on social, mobile and email marketing in 2015

High-performing marketers will invest more into social, mobile and email marketing than their underperforming peers in 2015, according to study from global research agency Millward Brown.

The research found that other areas of focus for this year include personalisation of online content and marketing, mobile-specific apps and adverts, social marketing and analytics.

The study, What Do Digital Marketers Really Want In 2015, shows that marketers are moving away from user-generated product, service innovations and marketing content.

The 300 digital marketers who were surveyed identified customer experience management, big data and the Internet of Things as year’s highest priorities.
The survey was commissioned by web content provider Kentico Software. Kentico CEO and founder Petr Palas said: "The survey shows there was quite a bit of commonality among today’s most successful marketers in terms of where they are investing the most time, money and resources across various marketing activities, technology and more.

"While it’s exciting to see so many of today’s high-performing marketers planning for the full-scale emergence of big data and the Internet of Things, older mainstays such as email marketing, which is staging a comeback of sorts, are also attracting a great deal of investment in 2015."

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