It’s January, so news outlets across the world are welcoming a deluge of crystal-ball gazing reports and today’s comes fresh from Salesforce Marketing Cloud, which has issued its ‘2015 State of Marketing Report’.
Three generic and global trends have been highlighted by Salesforce: “The customer journey is now critical to business success,” “marketers will allocate more budget to social media” and “email reigns as the digital marketing engine” - things most know.
The report breaks out a page dedicated to the Australian market where it reveals that 85% of marketers plan to increase or maintain their budgets in 2015.
31% of marketers, it says, plan to shift spend from traditional mass advertising to advertising on digital channels, while 54% have a dedicated mobile marketing team, up from 33% on last year.
However, surprisingly, only 55% of marketers believe social media marketing is core to their business.
56% of marketers believe mobile marketing is core to their business, although 69% have already integrated mobile marketing into overall marketing strategies - suggesting therefore that, 13% of those interviewed, despite implementing a mobile strategy, aren't that convinced of its need.
Bizarrely, 27% of Australian marketers apparently have no idea what device subscribers are using to read emails (this is significantly higher in other countries, so don't be too alarmed). Perhaps none of the interviewed have been alerted to the plethora of free email analytical tools which are available on the web.
Finally, Australians believe that 2015 will see them face the following challenges: budgetary constraints, new business development and creating deeper customer relationships.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.