Email, Social and Search to Lead Digital Marketing Growth in 2014

Marketers have solidly committed to increasing their spending on digital advertising this year.  The 2014 Marketing emailTrends Survey from Strongview indicates that over half of marketers will boost their email budgets. The other growth formats in digital will be search (both SEO and PPC) and social media.

Out of the nearly 400 businesses responding to the Strongview survey, about 52% will allocate more money to their email marketing campaigns in 2014. About 41% will spend more on search and 46% will ramp up their marketing efforts on social media. These increases in digital advertising will be accompanied by a shift away from traditional media. At least 32% of businesses will decrease their budgets for print advertising. 17% indicate that they’ll cut radio and TV ad budgets, and 21% plan to do fewer direct mail campaigns.

As an email marketing services provider, Strongview focused on that format in this survey. In 2014, businesses plan to focus on specific types of email marketing: lifecycle programs (34%), triggered/​transaction programs (38%), and promotional-​batch (26%). Within the lifecycle category, enterprises hope to engage clients by spending more on welcome (50%), loyalty (57%), and winback/​re-​engagement (50%) messages. At least 1/​3 of enterprises will also focus on cart abandonment, browse retargeting and post-​purchase communications. All of this focus on email suggests that businesses realize the format is low cost, effective, and a way to connect personally with their customers.

2014 is shaping up to be the year when marketers work hard to integrate their other channels with email. 55% of businesses plan to connect mobile with email and 59% will integrate social media with email. These integrations should help them leverage specific types of data with their email marketing campaigns. For example, 26% use location data, 31% use web behavior and 21% use channel engagement to help them refine their email tactics.

What are the chief concerns you have about your email marketing campaigns? Do you have specific plans to address these concerns in the coming year?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.