New research from ExactTarget Marketing Cloud shows that marketers plan to increase their investments in technology tools such as data analytics, social media and mobile computing.
The company, a unit of Salesforce.com, found that two-thirds of the 2,500 marketers around the world that it surveyed will increase investments in digital marketing in 2014.
The ExactTarget Marketing Cloud “2014 State of Marketing Survey” found that marketers plan to increase investments in data and analytics (61 percent), marketing automation (60 percent), email marketing (58 percent), social media marketing (57 percent) and content management (57 percent).
Among the marketers top priorities for 2014 is to increase conversion rates (47 percent), increase and improve brand awareness (46 percent) and collect, measure and use behavior-based data (29 percent).
A large majority of the marketers (86 percent) think social marketing efforts will or do provide return on investment, and 57 percent have a dedicated social team. Eighty percent think mobile efforts do or will provide ROI.
“We are in the third wave of the Internet revolution, where everything and everyone is connected; this is the Internet of Customers,” Scott Dorsey, CEO of ExactTarget Marketing Cloud, said in a statement. “As the number of connected devices and mobile phones continue to skyrocket, marketers are investing aggressively in digital to connect with their customers in entirely new ways across every channel and every device.”