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Some 84% of global marketers plan to increase or maintain their digital marketing spend in 2015, according to a recent report from Salesforce Marketing Cloud.

More than one-third (38%) of marketers plan to shift spend from traditional advertising to digital advertising in 2015, with more B2C marketers (42%) planning to move spend to digital than B2B marketers (34%).

The top 5 digital areas marketers plan to allocate more budget on are social media advertising (70% plan to increase spend), social media marketing (70%), social media engagement (67%), location-based mobile tracking (67%), and mobile applications (66%).

Below, additional key findings from the report, which was based on data from a survey conducted in October and November 2014 of 5,053 marketers from around the world (56% B2C-focused; 44%, B2B).

Channels and Strategies

  • Corporate websites, social media, and SEO/SEM are the most used digital channels/strategies by the marketers surveyed.
  • Email marketing, social media advertising, and social media listening are rated as the most effective channels/strategies.

Metrics

  • 32% of marketers say revenue growth is a top metric used to gauge marketing success.
  • 30% say customer satisfaction is one of their top metrics.

Challenges

Some 27% of marketers surveyed rank new business development, generating quality leads, and remaining current with marketing trends among their top 3 most pressing business challenges.

About the research: The report was based on data from a survey conducted in October and November 2014 of 5,053 marketers from around the world (56% B2C-focused; 44% B2B).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji


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