Planning season is upon us! Have you thought about your digital marketing action plan for 2015 yet? With all the SEO changes of the past several years, one thing we have learned for sure: the fresher the content you put out, the more successful your digital marketing efforts will be. The entire digital marketing cycle should be planned, analyzed, tweaked and planned again. In order to be prepared for 2015, create an action plan including the following factors:
- Know your customer and their buying cycle
- Categorize your customers
- Determine delivery and push key messages through social media
Teradata found investments are trending upward for marketing and advertising as one looks into 2015, but the biggest emphasis will continue to be on digital, and toward personalization. By 2019, the average investment in digital marketing will be approximately 40 percent of companies’ total marketing expenditure, up from about 25 percent today.
“Strategic direction is only as powerful as the investment that supports it,” said Darryl McDonald, president, Teradata Marketing Applications. “We’ve been talking about personalization for years. Now, through digital marketing, custom analytics and marketing as a service the appetite is real, and true personalization is the future. Only a customer-centric strategy that combines technology and data can deliver sustainable opportunities for businesses to drive top-line growth through continuously more personalized data-driven marketing strategies.
Here are some key takeaways from their research. The debate about how to approach the modern consumer is over. Customer data provides key insights about behavior and preference, yet data integration and access remain a challenge. High priorities for personalization and customer-centricity are driving technology investments. Although enterprises are pursuing a data-driven marketing model, budgets are still heavily steered by past experience.
For 2015, digital marketing budgets will increase in mobile, content and display advertising. Capabilities that will get the most attention in coming years are segment-level and real-time personalization. And companies expect their digital investment to reach 40-50 percent of their marketing budget by 2019.
What digital marketing strategies will you plan to take on in 2015? What will your mapping strategy be? Let us know and as always stay #TopRight.