Salesforce Marketing Cloud has released its “2015 State of Marketing” report, a wide-ranging study that looks at the top digital priorities, obstacles and channels, drawn from a survey of more than 5,000 marketers from around the world. This article presents some of the top highlights from the report, which takes a special look at email, social and mobile.
The most pressing business challenges this year are to some extent a reflection of the metrics for success. New business development ranks as this year’s biggest challenge, cited by 27% of respondents, echoing the focus on revenue growth. Quality of leads and remaining up to date with current marketing technology and trends were also each cited by 27% of respondents, but are ranked second and third, respectively, according to the study.
Customer acquisition (26%) follows closely behind, slightly ahead of quantifying marketing’s return on investment and integration of marketing tools and systems (each at 25%).
The biggest challenges thus relate to revenue growth and ROI, with marketing technology-related concerns also figuring prominently. With spending on marketing technology on the rise, questions of integration figure to continue to play an enhanced role. Read the rest at MarketingCharts.