Google+, Responsive Design to Play Bigger Role in Marketer Efforts

We’ve entered that time period when marketing services companies are busy releasing their projections about trends for the coming year. ExactTarget is out with its 2014 State of Marketing report. Not surprisingly, the firm emphasizes socialmedia1the importance of email. But this report also contains valuable findings about Google+ and marketers’ feeling about mobile ROI and those details are worth a look.

The top level findings of the report show that the vast majority of marketers will maintain their spending levels this year and they’ve identified the following key areas of focus:

  • Data/​analytics 61%
  • Marketing automation 60%
  • Email marketing 58%
  • Social media marketing 57%
  • Content management 57%

Marketers have widely adopted the most popular social platforms – Facebook, Twitter, and LinkedIn. In the coming year, a significant number of enterprises will expand their efforts on less popular networks:

  • Google+ 18%
  • SlideShare 17%
  • Blog 17%
  • Podcasts 17%
  • Pinterest 16%

The emphasis on these other social networks gives marketers a chance to stand out from the competition and to connect with consumers in unique ways. ExactTarget analysts note that Google is offering an incentive that is especially valuable to content marketers. Enterprises who post on Google+ will benefit from ‘extra search juice’, a strategy that will help Google compete and will allow marketers to expand their reach.

Mobile is another growth format for marketers but many are still floundering as they roll out campaigns and establish metrics to measure results. Currently only 29% of marketers believe they're seeing a solid ROI from their mobile investment. Another 51% expect mobile to eventually produce ROI. This statistic suggests that marketing services companies can find big opportunities helping enterprises convert some of their budgets to mobile. As more emails are read on mobile devices, more marketers will need to use responsive design. Only 22% are currently always doing so.

If you're in the marketing services business, do you have plans to help enterprises with their mobile campaigns in 2014?

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.