46% of marketers want to drive more value from existing customers this year so are investing not only in CRM but also CMS (69%) and data analytics (67%) to better understand their customers’ needs and improve the customer experience.
The latest report from ALF Insight also found that video is a stand out trend for 2016, seeing a 20% year on year increase of marketers using video as a content format. YouTube is no longer the only choice when it comes to digital video platforms as it can be incorporated into social strategies thanks to the likes of Snapchat, Periscope and AudioBoom.
Fraser Murdoch, Managing Director at Media Business Insight said, “It’s positive to see that marketing budgets are on the rise, and that marketers are looking to invest in a plethora of new technologies this year. With email still leading the way as the channel driving the most ROI for both B2C and B2B businesses, it is clear that what’s vital now is to maximise the impact of email marketing through A/B testing, dynamic content and a detailed and reliable set of data to send highly targeted campaigns.”
Marketing Trends, Spend and Forecasts 2016 gives an insight from over 200 marketers into the top marketing trends that industry professionals will be embracing in 2016, so you know where your peers are planning to invest their budgets, what channels and drove the most return last year, and the challenges marketers are looking to overcome this year. The findings can be used to inform your own marketing strategy for 2016.