Driving increased conversion rates, improving brand awareness and making good use of behavior-based data are the top priorities for marketers in 2014, according to ExactTarget’s 2014 State of Marketing Report.
Almost all marketers surveyed plan to maintain or increase their spend this year, with data & analytics, marketing automation and email marketing the top areas in which spend will increase.
Eighty-eight percent of marketers are already using email marketing and another 9% plan to add it to their arsenal this year. Surprisingly, not all brands are on board with social media marketing yet; 78% are using it and another 14% plan to this year. Almost three-quarters of marketers are using SEM & SEO, while another 17% said they plan on it in 2014, while display and banner ads are currently being used by 64% of marketers.
Other tactics marketers plan to invest in this year where they haven’t before are mobile push notifications (29% of respondents), SMS messaging (25%), guided selling (22%), and content management (19%).
For more insights, check out the full report from ExactTarget.