- By 2021, marketing leaders will spend 75% of their total budget on digital marketing versus traditional marketing.
- 83% of top teams use customer data (e.g., email or phone data) to segment or target ads.
- 72% of high-performing teams will increase spending on marketing tools and tech in the next two years.
These and many other insights are from the 2016 State of Marketing Report published by Salesforce Research today. The study’s methodology is based on interviews with 3,975 full-time marketing leaders in Australia, Brazil, Canada, France, Germany, Japan, Netherlands, the Nordics, U.K. and the U.S. Respondents were asked to rate their organization’s marketing effectiveness as high-performing, moderate-performing or under-performing. For additional information on the methodology, please see pages 3 and 4 of the study.
Key takeaways include the following:
- By 2021, marketing leaders will spend 75% of their total budget on digital marketing versus traditional marketing. Salesforce Research also predicts that in the 10-year span from 2011 to 2021, digital marketing spending will grow 21%. The study also found that 2016 is an inflection point in digital marketing spending, with 70% of their total budget being invest on digital marketing channels.
- 79% of high performing marketing teams currently use predictive intelligence. 49% report of these high performing teams report extensive use. Top teams are 3.6X more likely to agree strongly that predictive intelligence and data science are important to their overall marketing strategy. High performing marketing teams are also 10.7X more likely to extensively use predictive intelligence to guide marketing strategies.
- High Performing Marketing Teams Are 4.2X More Likely To Use Marketing Analytics. 56% of high performing teams rely on marketing analytics to gain greater insights into customers’ preferences and plan marketing strategies versus just 13% of underperforming teams. 49% of high-performance teams are using predictive intelligence today and are 10.7X more likely to be using this class of analytics compared to underperforming marketing teams.
- High performing marketing teams are 13.7X more likely than under-performers to have integrated business systems to create a single view of the customer. 60% of high-performance marketing teams are likely to have a single, unified view of their customers, compared to 4% of underperformers.
- Marketers’ use of mobile applications increased 98% between 2105 and 2016. All four categories of mobile marketing technologies experienced exceptional growth from 2015 to 2016. Location-based mobile tracking, mobile push notifications and mobile text messaging (SMS) all were the fastest growing mobile technologies over the last twelve months. 79% of marketing leaders agree that mobile marketing — inclusive of SMS, push notifications, mobile apps, or location-based functionality — is core to their business.
- Delivering omnichannel experiences for customers is significantly more attainable for high-performance teams, who are 34.4X more likely than underperformers to succeed with this strategy. The majority of high-performance marketing teams (63%) are capable of delivering omnichannel experiences while just 2% of underperformers are.
- Revenue growth (37%), customer satisfaction (28%) and return on investment (26%) are the top three marketing success measures in the U.S. The study includes eight country profiles of top marketing success factors, marketing priorities and challenges marketers face in each nation. Eight countries are profiled in the report including in Australia, Brazil, Canada, France, Germany, Japan, UK and the U.S. The following is the U.S. Country Profile.
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