Survey reveals secrets of marketing success

The revival of email, investment in social and mobile, and cloud software top the findings of a new survey which delved into the minds of the marketing elite to uncover the secrets of their success in 2015.

Kentico Software, a web content and customer experience provider, published the findings as part of their What Do Digital Marketers Really Want in 2015 report.

According to the survey conducted by Millward Brown, high performing marketers not only plan to invest more into social and mobile than their underperforming peers in 2015, they also plan to put more money back into email marketing.

Successful marketers are using more software and cloud solutions. The top 15% of marketers use several software solutions significantly more than their peers; these include ecommerce software, e-mail, marketing automation solutions, social media and personalization solutions.

These same marketers report that customer experience management, Big Data, and the Internet of Things are among this year’s highest priorities, according to the study of 300 top US marketers.

The study also highlighted that top marketers will focus on the personalisation of online content and marketing, mobile-specific apps and ads, and social marketing and analytics, in 2015. Meanwhile, high performing marketers are moving away from user-generated product, service innovations and marketing content.

“The survey we conducted with Millward Brown shows there was quite a bit of commonality among today’s most successful marketers in terms of where they’re investing the most time, money and resources across various marketing activities, technology and more,” said Kentico CEO and Founder Petr Palas.

“While it’s exciting to see so many of today’s high performing marketers planning for the full-scale emergence of Big Data and the Internet of Things, older mainstays such as email marketing, which is staging a comeback of sorts, are also attracting a great deal of investment in 2015.”