In an attempt to better understand how marketers plan to succeed during the coming year, web presence management firm Conductor surveyed 182 B2B, B2C and agency marketing executives on four core marketing areas: technology, data, content research and cross-department support.
The survey revealed 65 percent of the survey participants plan on investing more in marketing technology during 2015, with 28 percent planning to spend “significantly” more.
Do you anticipate spending more, less or the same on marketing technology in the coming year?
When considering the role of data in the decision-making process, 61 percent of the marketers surveyed said data is more important now than it was 12 months ago.
Organizations that still make content decisions based on “gut feeling” need to step back and re-evaluate.
Conductor emphasized the growing role of data within marketing, claiming: “From content to SEO to social, data serves as the foundation for everything. It measures tactics, identifies opportunity and exposes trends.”
In the last 12 months, has data about your digital performance made more, less or the same of an impact in your decision making?
The survey also asked marketers to rank the importance of content creation research, with 94 percent of agency executives claiming it was either “important” or “very important,” while 89 percent of B2B executives claimed the same.
Sixty-seven percent of B2C marketers polled ranked content research as “important” or “very important.”
Other findings revealed the importance of cross-department support when it comes to a brand’s digital marketing success, with 90 percent of survey participants ranking it as “important” or “very important.”
How important do you think it is for your digital marketing team to have support from departments across the organization?
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