Customer experience, lead generation and content marketing are the main priorities for marketers in 2015, according to a research report from ALF Business Development which surveyed 153 marketers about their priorities, budget allocation and main challenges in 2015.
The study found that content is still at the forefront of marketers' minds in 2015, with 80% of B2B and B2C marketers investing heavily in their content marketing programmes.
"It will come as no surprise that content marketing is the most popular option for increased investment in 2015," noted Tom McMullen, Subscription Sales Director for ALF. "This creates both opportunities and challenges for marketers, who must look for new ways to differentiate their content in a crowded market place, as well as find innovative ways to seed it."
The survey of 153 marketers from ALF's database of 40,000 contacts in the Marketing, Media and Advertising industry revealed that although content is a priority in 2015, it is also marketers' biggest concern when it comes to distribution and their website.
Customer experience and lead generation also came out as top priorities in 2015, with 73% marketers citing driving new customers as their main focus, and increasing customer engagement following closely behind.
The report discovered that Marketers' budgets are increasing, albeit it slowly. The majority of marketers will putting their budgets toward marketing technologies this year: 48% marketers are investing in Automation and CRM to enhance lead generation and customer experience.
The survey also found that companies with the largest marketing budgets - over 8% of total revenue - are mainly in the sectors of publication and media, followed by household suppliers, confectionery, educational and vocational and pharmaceutical.
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