Marketing planning becomes challenging as the mobile landscape is always shifting. The ways in which consumers behave and consume media has changed. Today’s consumers use multiple devices throughout the day to research, connect and shop. To add to the complexity, today’s hyper-connected consumer often uses multiple devices at once!
The last five years have been one of the greatest periods of change in the marketing industry. Consumers are now connected 24/7, accessing content anywhere, at any time, and on multiple devices. Digital marketing now represents over 30% of marketing spend and is expected to increase to nearly 45% of marketing budgets in 2016.
Mobile devices are well embedded in consumer behaviour and email marketers should strategically plan their content and targeting accordingly. In doing so, content feels less generic and more personalized to the user’s context.
In a previous blog post, “Why Email should not be Ignored,” we reported that social media on average represents almost 40% of the digital marketing spend while email is hugely underrepresented with just 10% of the average marketing budget. Smart marketers make budget decisions based on a channel’s ability to generate the greatest ROI. Do a little research, is social media the real hero for your business? Is it your biggest lead generator and best web traffic producer? If it is, that’s great. However the reality for many businesses, this is just not the case. While a social media presence is undeniably a necessity for any business you should keep your marketing priorities in line with the ROI they generate, regardless of what is “trendy” in the marketing world.