The world of marketing has become more digital than ever, and now many of today’s businesses are starting to make the investments to help them keep up. Statistics from the ExactTarget Marketing Cloud 2014 State of Marketing Survey revealed 61 percent of more than 2,500 marketers across the globe are planning to ramp up their spending on data and analytics, while 3 in 5 want to increase funding for marketing automation.
Utilising CRM systems that can be integrated with business intelligence tools, as well as send out scheduled emails, should be a higher priority for marketers who are ready to lean on digital tools for lead generation and nurturing. Today’s marketers have to adjust to the times as consumers and business buyers are relying on their smart gadgets more than ever before.
“As the number of connected devices and mobile phones continues to skyrocket, marketers are investing aggressively in digital to connect with their customers in entirely new ways across every channel and every device,” said Scott Dorsey, chief executive officer at ExactTarget Marketing Cloud.
Meet customers on their device
The days when mobile campaigns are in their infancy are coming to an end, and now 4 in 5 marketers have confidence that their strategies will bring back a strong return on investment, according to the study.
Marketers who want to generate more leads in the upcoming year and form stronger relationships with their client base may want to master the art of customisation. Steve Cole, chief marketing officer of Gladson, a provider of product images, told CIO magazine that by creating a personalized experience for customers on their mobile devices, marketers have the opportunity to boost their sales numbers.
Cole provided the example that “if a consumer searches for green bean casserole recipes on a grocer’s mobile app, offer coupons for mushroom soup and green beans to give the consumer an extra nudge.” Customising offerings are a great way to look better in the eyes of potential customers.