Salesforce released its 2016 State of Marketing Report, finding that marketers are seeing increased ROI with email, mobile, and social media marketing. The report is based on a survey of about 4,000 marketers from around the world.
Of those who use email marketing, 80% agree it is core to their business. Nearly half of them say it’s directly linked to their business’ primary revenue source. That’s up 140% from last year’s report. 79% of marketers, according to this year’s, say email generates ROI, which is a 48% increase year-over-year.
The report says that intelligent email is driving higher revenue.
“As email personalization capabilities grow more sophisticated, the channel becomes even more integral for marketers to deliver a holistic customer journey,” it reads. “Eighty percent of marketers agree that email is core to their business.”
“Predictive technology is breathing new life into established marketing channels such as email,” the report adds. “Top teams are 4.2x more likely than underperformers to leverage predictive intelligence or data science to create personalized emails.”
What’s interesting is the diversity in the types of campaigns found to be effective. Take a look:
The high-performing marketers, Salesforce says, are 2.3x more likely to trigger personalized emails in real time based on events. The high performers in general take a “more sophisticated” approach to email, it says.
75% of marketers using social report that it’s generating ROI, which is a 166% increase from last year’s report. Unsurprisingly, Facebook is found to be the most effective social channel for high-performing teams. This is followed by Twitter, YouTube, Google+, and then Instagram. Considering that advertising on Instagram is in its early days, it’s likely it will gain significance if you ask me.
In terms of mobile, adoption of location-based mobile tracking saw a 149% increase while mobile push notifications saw a 145% increase. Mobile text messaging adoption saw an 111% increase, and mobile app adoption saw a 98% increase. More importantly, 77% of those who use mobile as part of their marketing strategy say it actively generates ROI, up 147% from lat year’s report.
The report found that 65% of high-performing marketers say they’ve adopted a customer journey strategy. 88% say such a strategy is critical to their marketing success.
The study found that 58% of high-performing marketing teams strongly agree they’re implementing digital transformations across the company. This compares to just 8% of underperformers. 63% of the high-performers also say they’re excellent at creating personalized, omnichannel customer experiences across all business units. It’s just 2% for the underperformers.
You can find the full 2016 State of Marketing Report here.
All charts via Salesforce