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.
In looking at the top metrics for success this year, the report notes that “marketers are shifting attention from traditional metrics like conversion rates and return on investment to metrics that better reflect customer satisfaction.” While that’s an understandable response to the increasingly customer-centric nature of digital marketing, it’s interesting to see that ROI isn’t a top-2 metric, given all the attention paid last year to proving marketing’s worth.
In any case, the results of the survey indicate that revenue growth (32%) is the top success metric for this year, followed by customer satisfaction (30%). ROI, customer retention rates and customer acquisition occupy the next tier, each cited by 23% of respondents. Read the rest at MarketingCharts.