Top B2B Digital Marketing Priorities for 2015

Top B2B Digital Marketing Priorities for 2015

mobile phone chart

2014 is over, which means it’s time to buckle down and determine what your marketing priorities are for the coming year. If your company needs some help figuring out what’s most important, it appears that digital will be the name of the game. According to a recent report from Teradata and Econsultancy titled Enterprise Priorities in Digital Marketing, almost 70% of senior marketers predict a spike in digital spend beyond inflation in 2015. In addition:

  • 48% forecast increases beyond inflation in traditional marketing budgets in 2015, compared to the 70% who predict an increase in digital spend
  • 29% predict decreases for traditional budgets, versus the 6% decrease with digital

So, what’s driving this uptick in technology spend?

Consumers are Now in Charge

Because today’s prospects are much more powerful—demanding a personalized customer experience—enterprises must adapt to their needs. In fact, the most cited drivers for this modern technology adoption are almost entirely buyer-focused, according to the recent report:

  • 62% of senior marketers say it’s to improve consumer service and satisfaction
  • 59% report it’s to boost buyer retention
  • 55% state it’s to deliver better experiences for consumers
  • 35% report it’s to increase channel ROI

The significance of the company/buyer relationship cannot be overstated. Improving the customer experience can be reached through a better understanding of the buyer, which has driven a great need for technology to help enterprises understand, capture, and manage data about buyers.

Plans for New Technology Investment

Marketing attribution systems (36%), marketing cloud/marketing application management systems (32%), and audience management systems (28%) are the top three near-term technology priorities. These are all solutions designed to determine, manage, and influence the consumer journey through multiple channels. Moreover, 18% of marketers predict they will assess email management systems in the next year, which indicates that email remains an important channel.

While these technologies are poised for an uptick in 2015, mobile continues to be the primary focus for all companies as it has changed the way consumers interact with brands.

Projected Channel Budget Changes

Mobile leads the pack as 34% of enterprise marketers forecast significant increases in mobile spend next year. As the worldwide use of mobile separates buyers from their desktops, the emphasis on the mobile experience and mobile branding is expected to continue beyond 2015. Businesses that fail to alter their marketing strategies to a mobile audience are missing a great opportunity. In addition, content marketing comes in second place as 19% expect considerable increases in those budgets next year. The use of content in marketing has grown as paid media efficiency drops.

So, what will your company's top marketing priorities be for 2015?

mobile phone hcart

2014 is over, which means it’s time to buckle down and determine what your marketing priorities are for the coming year. If your company needs some help figuring out what’s most important, it appears that digital will be the name of the game. According to a recent report from Teradata and Econsultancy titled Enterprise Priorities in Digital Marketing, almost 70% of senior marketers predict a spike in digital spend beyond inflation in 2015. In addition:

  • 48% forecast increases beyond inflation in traditional marketing budgets in 2015, compared to the 70% who predict an increase in digital spend
  • 29% predict decreases for traditional budgets, versus the 6% decrease with digital

So, what’s driving this uptick in technology spend?

Consumers are Now in Charge

Because today’s prospects are much more powerful—demanding a personalized customer experience—enterprises must adapt to their needs. In fact, the most cited drivers for this modern technology adoption are almost entirely buyer-focused, according to the recent report:

  • 62% of senior marketers say it’s to improve consumer service and satisfaction
  • 59% report it’s to boost buyer retention
  • 55% state it’s to deliver better experiences for consumers
  • 35% report it’s to increase channel ROI

The significance of the company/buyer relationship cannot be overstated. Improving the customer experience can be reached through a better understanding of the buyer, which has driven a great need for technology to help enterprises understand, capture, and manage data about buyers.

Plans for New Technology Investment

Marketing attribution systems (36%), marketing cloud/marketing application management systems (32%), and audience management systems (28%) are the top three near-term technology priorities. These are all solutions designed to determine, manage, and influence the consumer journey through multiple channels. Moreover, 18% of marketers predict they will assess email management systems in the next year, which indicates that email remains an important channel.

While these technologies are poised for an uptick in 2015, mobile continues to be the primary focus for all companies as it has changed the way consumers interact with brands.

Projected Channel Budget Changes

Mobile leads the pack as 34% of enterprise marketers forecast significant increases in mobile spend next year. As the worldwide use of mobile separates buyers from their desktops, the emphasis on the mobile experience and mobile branding is expected to continue beyond 2015. Businesses that fail to alter their marketing strategies to a mobile audience are missing a great opportunity. In addition, content marketing comes in second place as 19% expect considerable increases in those budgets next year. The use of content in marketing has grown as paid media efficiency drops.

So, what will your company's top marketing priorities be for 2015?

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