As if christmas and new years was not enough excitement, January sees the launch of our most recent study into the state of marketing which tells us a lot about where the industry is going and what marketers' top priorities are for 2015 across all digital channels.

This report includes executive summaries for B2B and B2C marketers, as well as summaries for Australia, Brazil, Canada, France, Germany, Japan, the Nordics, United Kingdom, and the US.

Download now and see how your own 2015 marketing plans match up. Here are my top takeaways:

Top Takeaways

Look to deliver results in the form of revenue and satisfaction from more of your customer base by focusing on getting a cohesive customer journey. The mobile app, analytics and CRM will help you bring it together.

86perc Customer Journey

Focus on Real Business Metrics

Marketing executives have spent the last few years shifting their measures to be more closely aligned with those of the CEO, for most this means a focus on revenue. New sources of revenue are hard to come by so it is important to mainly focus on your existing customers. This is why thirty percent of marketers (and perhaps CEOs also) list customer satisfaction as the top metric for success (Chief Customer Officers and Customer Service Executives - take note!).

Top 5 Metrics

Pivot to Your Customer

Looking at the top challenges below, 3 of the top 4 relate to finding new revenue sources which shows why marketers are so focussed on satisfaction and doing more with the customers they have.

Most Pressing Challenges 

Take the Opportunity to Lead on Digital Trends

For those that worry about staying on top of the latest digital trends for fear of disruption, take this advice from a leader in the space:

I don’t think there’s ever been a time like this and I think we’re going to see companies looking at marketing for thought leadership... it’s going to come from people who are passionate about business and growing companies. It’s going to come from marketing. - Mark Lollback, CMO McDonalds ANZ (from

Think Small Screen - Big Impact

Look to your mobile application not just as a utility or a storefront but as a channel to the customer. Social login's provide an opportunity to know the customer. Location provides a way to be more relevant. Start piloting beacon use cases and ensure you are already using location based messaging. Read more commentary from Lara Sinclair in The Australian.

Mobile impacts results

Bring Social back into the Spotlight

Social is no longer a place of experiments, it has matured to a valued and understood channel. Sixty-six percent of marketers agree that social media marketing is core to their business. In 2015, nearly twice as many marketers categorize social as a primary revenue source vs. 2014. 

Social impact

There's enough insights in here to mine all year; so take a copy to bed with a cup of cocao (not cocoa I'm told). Best of luck to your team for the year.


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