What’s Happening in Marketing in 2016?

What’s Happening in Marketing in 2016?

Marketing is NEVER static.  As people connect with one form of marketing or even several  their cynicism to those forms of marketing grows. Everyone knows that people become ad blind and relatively quickly.

To win at marketing you must change to be able to attract attention and ultimately engage your ideal audience.

Sales Force does a great job of supporting their customers and gives away a lot of valuable information as a result.

I picked up this great report from which I have copied some of the highlights below this image  .  But if you’d like it as a downloadable pdf go to Sales Force   You may have to give up a little information but in my mind it is totally worth it.

picture of pdf from Sales Force 2016 Marketing Trends

2016 Marketing Trends

Executive Summary Nine key takeaways Salesforce Research 2016 State of Marketing 7 Salesforce Research Executive Summary

  1. Mobile momentum hits a tipping point. (see page 30) From 2015 to 2016, every aspect of mobile covered in this research has risen significantly in usage. This growth encompasses both mobile as a marketing platform (such as mobile apps) and mobile as a marketing channel (such as SMS). With 98% growth in mobile app usage and 111% growth in SMS usage, a majority of marketers are now using these mainstream mobile tactics to engage customers.
  2.  Real-time channel orchestration strikes a chord. (see page 29) Leading marketers understand the value of a cross-channel approach. In fact, top teams are 3.2x more likely than underperformers to strongly agree they’ve integrated their social media activity into their overall marketing strategy (3.4x more likely for integrating email marketing and 5x more likely for mobile marketing). Among high performers who have integrated their digital marketing channels with their overall marketing, at least 95% rate the integrations as very effective or effective.
  3.  Top marketing teams align with business leadership. (see page 26) The world’s best marketing teams have buy-in from company leaders. As such, marketing budgets are more likely to be prioritized. Eighty-three percent of high performers say their executive team is completely committed to supporting the overall marketing strategy, compared to only 31% of underperformers.
  4.  Salesforce Research shows Intelligent email is driving higher revenue. (see page 34) As email personalization capabilities grow more sophisticated, the channel becomes even more integral for marketers to deliver a holistic customer journey. Top teams are 4.2x more likely than underperformers to leverage predictive intelligence or data science to create personalized emails. Forty-nine percent of marketers say email is directly linked to their business’ primary revenue source — a notable jump from the 20% of marketers who said the same in 2015.
  5.  Social sees massive ROI growth. (see page 38) Last year, three of the top five areas where marketers planned to increase their spending involved social outlets. Now, those investments appear to be paying off; 75% of marketing leaders report that social is generating ROI. Top teams are also 1.7x more likely than underperformers to align their social media marketing strategy with other social activities such as customer service, pursuing a more unified customer view. 08 Advertising accelerates on social platforms. (see page 43) Nearly two-thirds of marketers are boosting budgets for advertising on social platforms in 2016, making it the third largest area for increased investment. Among high performers, 80% will increase spending on advertising on social platforms. In order to create a unique experience based on real customer identity, 83% of top teams use customer data (e.g., email or phone data) to segment or target ads.
  6. Mobile momentum hits a tipping point. (see page 30) From 2015 to 2016, every aspect of mobile covered in this research has risen significantly in usage. This growth encompasses both mobile as a marketing platform (such as mobile apps) and mobile as a marketing channel (such as SMS). With 98% growth in mobile app usage and 111% growth in SMS usage, a majority of marketers are now using these mainstream mobile tactics to engage customers.
  7. Top marketing teams win with a customer journey strategy. (see page 14) High-performing marketing teams are 8.8x more likely than underperformers to strongly agree that they’ve adopted a customer journey strategy as part of their overall business strategy. Successful marketers are connecting with customers in new ways across mobile, email, social, and the Web. Seventy-three percent say that a customer journey strategy has positively impacted overall customer engagement — the second biggest priority for marketers this year.
  8. Top marketing teams are integrating the customer experience. (see page 16) Successful marketing leaders are crossing the boundaries of business units to create a single view of the customer. High-performing marketing teams are 7.7x more likely than underperformers to strongly agree they’re leading customer experience initiatives across the business — bridging the gap between marketing, sales, and service. Sixty-four percent of top teams also say they are excellent at creating a single view of the customer, versus only 4% of underperformers
  9. Top marketing teams get smart with tech adoption. (see page 22) To keep pace with a dynamic industry and continually make marketing communications smarter, 72% of top teams will increase spending on marketing tools and tech in the next two years. Fifty-three percent of high performers qualify as heavy tech adopters, compared to only 7% of underperformers. Top teams are more likely to extensively use marketing analytics and predictive intelligence, among other tools.

Information Every Marketer Needs

This is just a smattering of the insights that are available from the full pdf report Go here to get it

For the Solo-Preneur

I found the new recognition by companies of the importance of Social signals and their willingness to spend money opens the door to those of us who love social and want to top up our own income by helpig out some businesses.

Some of the recommendations and antics I’ve seen on some business’ FB pages are truly pathetic.  They truly need some decent help!  Hey sockal is a new field so go help them if you’re inclined and have  the skills.

I’d love to hear if you got this report and what you have gleaned from it.  Let me know in the comments

 

I’m still going though it and may have more to say in another post

 

All the best

 

Mary

 

 

About the Author

Mary Sloane

Mary has been blogging and helping people online for well over 4 years. Her passion is empowering others to be all they can be, so they can make the difference they were intended to make. Mary is also very concerned about our world which is awash in debt, which will ultimately overwhelm and destroy our way of being. If you'd like to join me in my quest to change this situation one gold saver at a time check out http://gettingpaidingold.com

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Ikechi

Hi Mary

Interesting thoughts on marketing in 2016. Indeed things have changed and it is a great thing to share this report for Salesforce.

Thanks for sharing. Take care

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