Marketers appear to have two main digital marketing priorities in mind this year, according to ExactTarget’s newly-released “2014 State of Marketing” report. Given a list of digital marketing priorities and asked to identify their top 3, almost half of the respondents pointed to driving increased conversion rates (47%) and increasing and improving brand awareness (46%). No other area cracked 30% of respondents.
Not surprisingly, data figures rather prominently in the survey – 29% of respondents said that collecting, measuring and using behavior-based data is a top-3 priority this year, good for the 3rd spot. Despite all the attention paid to ROI last year, fewer respondents (24%) indicated that one of their top-3 priorities is improving measurement and results of digital channels. In fact, respondents were about as likely to say that adding new digital marketing channels is a top-3 priority. In other words, marketers appear to be confident that digital marketing ROI is either already strong or eventually will be, and are just as focused on reaching target audiences in the newer channels. Read the rest at MarketingCharts.