Marketing budgets will rise this year among 56% of the 300 marketers surveyed by Selligent/StrongView. A third (35%) will maintain spending levels from 2015 and just 9% plan to decrease investment.
Email marketing is the media category for which most marketers will increase investment as they look to increase subscriber engagement and improve segmentation, targeting and data analysis to better understand customer behavior and context.
“This data is not surprising as email is still, by far, key in any marketing strategy,” says Sean Brady, president of the Americas at Emarsys, commenting on the findings of themarketing trends report. “Within email, there is a lot of space for content in which you have more creative freedom versus other mediums like social media, SMS and sometimes Web sites.”