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BizReport : Email Marketing : December 15, 2014

Despite surge in new marketing technology, email remains king

Despite all the various channels available to marketers today, it's an old favorite that remains top when it comes to generating ROI, according to a new study from Campaigner.

by Helen Leggatt

Television, radio, offline direct marketing, social media, online video, SEO, online display advertising, out-of-home advertising and mobile, to name but a few - there are many ways marketers can communicate with today's connected consumers.

However, according to Campaigner's recent study and infographic, six out of 10 marketing execs rank email marketing as their leading producer of ROI. As a consequence, more than three-quarters (76%) plan to invest more in email next year, 53% say their goal is to increase click-through rates and 20% plan to increase integration of email with social and mobile.

Social media was ranked top by just over a quarter (26%), 25% said SEO and 20% said the top source of ROI was offline direct marketing. A third (33%) plan to invest more in social media in 2015.

With continuous changes in marketing technology, just 10% of marketers believe that this will impact their marketing strategies in 2015 while 39% are still researching such technologies. Of those new technologies, nearly all (87%) say Apple Pay will not affect their 2015 strategies and half (49%) have no plans to change their mobile marketing strategy.

"2014 has been a year of evolution in the marketing industry. Given the introduction of tech advances like Google's Inbox, the new Promotions tab, Twitter's Buy Button and Apple Pay, the modern day marketer has a lot to consider when developing 2015 strategies," said EJ McGowan, general manager, Campaigner. "In order for marketers to effectively stay up-to-speed, they should regularly monitor consumer reactions to new innovations and adjust strategies accordingly. Moving into 2015, I predict email will remain a significant investment in overall planning, with added emphasis on the mobile commerce movement."

Image via Shutterstock

Tags: email, marketing, trend

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