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BizReport : Email Marketing : January 15, 2015

Salesforce: Email still key, social continues to grow

According to the second annual State of Marketing report from Salesforce email is still a crucial part of marketers' strategy to reach consumers, but social is seeing the most growth. Salesforce polled more than 5,000 marketers globally to come to their conclusions.

by Kristina Knight

Some interesting findings from the 2015 State of Marketing Report include:

• Marketers find mobile apps, analysis and CRM tools as 'most effective' at creating a customer journey
• Most marketers believe personalized customer journeys are more important than strict campaigning
• 64% say social marketing is 'critical' to their success, 70% say they'll increase social budgets this year
• 73% say email is core to their business, 92% report email gives them ROI

"The future of marketing is building cohesive customer journeys across sales, service and marketing interactions. It is more important than ever to connect with each person interacting with your brand, and personalize journeys based on their actions and preferences," said Scott McCorkle, CEO, Salesforce Marketing Cloud, Salesforce. "Our 2015 State of Marketing report shows that this will be the year that businesses connect the dots accordingly and implement a truly multi-channel approach to personalize each customer's engagement."

And don't count out mobile. With more consumers shopping, researching and generally spending time with their mobile devices, marketers are following suit. The report finds mobile integrations are key to their overall strategy. Researchers found 68% of marketers have integrate mobile into their strategy while 65% plan to spend more on mobile push notifications.

Tags: advertising trends, email marketing, Salesforce, social data, social marketing

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