|[December 12, 2012]
Email Marketing is Top Area of Marketing Investment in 2013 and Data Integration is the Biggest Challenge According to StrongMail Industry Survey
REDWOOD CITY, Calif. --(Business Wire)--
StrongMail, a leading provider of email
marketing and cross-channel marketing solutions for enterprises,
today announced the results of its "2013
Marketing Trends" survey, which provides unique insight into how
businesses plan to budget and prioritize marketing dollars in the new
year. Respondents identified email marketing, social
media and mobile as the most popular channels for receiving
increased investment in 2013. The survey results also highlights the
importance of managing big data effectively, as data integration is
identified as the top email marketing challenge for 2013.
With smart phone penetration breaking the 50% barrier in the U.S.
according to comScore (News - Alert), and nearly half of all Facebook users accessing
their accounts via mobile devices, it is clear that mobile will increase
in importance as a marketing channel.
Additionally, marketing budgets overall will again rise in 2013 as 89%
of respondents plan to increase or maintain spend, a slight decrease
from 92% in 2012.
89% plan to increase or maintain marketing spend in 2013
56% plan to increase email marketing budget; 52% social media; 43%
mobile; 40% search
45.6% cite data integration as primary email marketing challenge in
2013; 39.5% lack of resources/staff; 36% integration with other
marketing channels; 34% content management
65% plan to integrate email marketing with social media; 52% with
50% cite increasing subscriber engagement as top 2013 email marketing
initiative; 48% improving segmentation/targeting; 33% growing opt-in
46% plan to increase email marketing spend on programs that drive
social media channel growth
Marketers Continue to Struggle with Data, Resources and Integration
At 46%, integration with customer data emerged as the top email
marketing challenge in 2013, followed by lack of resources and staff at
40% and integration with other marketing channels at 36%. With the rapid
proliferation of data giving rise to the big data phenomenon, it's clear
that marketers need to find a solution for managing the data and
integrating it with other channels to drive relevant and effective
messaging. The lack of resources and staff experienced by email
marketers makes it even more critical to have a solution that can
address their data nees today and in the future.
Investment in Mobile Marketing Increases from Last Year
Nearly two-thirds of businesses surveyed plan to increase their
investment in mobile marketing programs such as mobile apps (39%) and
SMS alerts (21%), a combined increase of 11% from last year. However,
there is a lack of consensus on the primary value of this emerging
channel. Building customer loyalty (44%) was identified as the top
benefit, followed by expanded reach (34%) and awareness building (33%).
Plans to Integrate Social and Mobile with Email Increase for 2013
Two-thirds of businesses plan to integrate social media and email in
2013, and integration of mobile and email increased from 44% in 2012 to
52% in 2013. The strong ties between email marketing and social media
are also underscored by the 46% of respondents who plan to increase
investment in using email to drive growth in their social media
channels, such as corporate Facebook and Twitter (News - Alert) pages. The next popular
areas of investment are batch promotional (39%) and lifecycle programs
(37%), followed by newsletter programs (35%).
The Power of Social Media for Marketers
More than half of businesses surveyed (60%) see Facebook (News - Alert) as the most
valued social media channel for marketers, followed by Twitter and
YouTube. The least valued in order are Yelp, Instagram, and LinkedIn (News - Alert).
Google+ and Pinterest fall in the middle with 31% making them as the
fifth and sixth most valuable channels for marketers.
Email and Social Media Nearly Tied for Increased Investment
Email marketing (56%) and social media (52%) were cited as the top two
areas for increased marketing spend. According to the survey, 45% of
businesses plan to increase their marketing budgets in 2013, and another
44% plan to maintain current levels. Only 11% of respondents plan to
decrease marketing budgets, which is a slight increase over the 8%
reported in last
year's survey. Other areas of increased spend included mobile and
search, at 43% and 40% respectively. Direct mail (37%) and tradeshows
(34%) are top targets for decreased spend.
"Integration is a top trend for 2013, both in terms of accessing an
increasing volume and variety of customer data, and also in integrating
messaging across email, mobile, social and other channels," said Tim
McQuillen, founder and CIO at StrongMail. "The key to solving both of
these problems is having the right architecture that can accommodate a
growing number of direct integrations with multiple data sources, as
well as the targeting and automation to leverage it properly - which is
an area where StrongMail is leading the pack among enterprise ESPs."
Full survey data is available at: www.strongmail.com/2013marketsurvey.
About the Survey
The StrongMail "2013 Marketing Trends Survey" was conducted in
conjunction with SurveyMonkey. The poll, which gathered feedback from
1,002 business executives in a wide range of industries, was conducted
from November 14 - 28, 2012.
For more information on email marketing trends, tips and best practices,
visit our Email
Marketing Insights blog.
About StrongMail Systems, Inc.
Every day, StrongMail is empowering leading brands to engage and grow
their customer base through email marketing and social media. From the
world's largest enterprises to the hottest daily deal sites, StrongMail
is helping smart marketers boost the performance of their programs with
email marketing capabilities and the ability to deliver millions of
highly personalized messages in minutes. Our products and services
provide end-to-end solutions for such notable brands as Travelocity,
Macy's, McAfee, Viacom (News - Alert) and T. Rowe Price. Learn more at www.strongmail.com,
or follow us online at www.twitter.com/StrongMail or www.facebook.com/StrongMail.
To schedule a free demo, call (800) 971-0380 or contact us via the
following link: http://www.strongmail.com/company/contact-us/contact-us.
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