Hansa Cequity, a customer marketing company that provides customer strategy, data services, analytics, campaign management, digital and customer relationship centre services, has conducted a survey to identify how marketers will spend their marketing monies in the coming year.
With increased scrutiny on marketing investments, marketers now have to review their spending priorities and justify them, and so Hansa Cequity reached out to marketers in different industries to understand their focus areas in the coming year.
One of the key findings of the survey was that 50% of the marketers Hansa Cequity reached out to say they would increase their marketing spends. The survey found out that auto, pharma and CPG marketers are looking to increase their marketing spends.
While a majority of financial services and retail marketers said their spends will remain the same, marketers in the IT sector said they will decrease their marketing expenses.
40% of the marketers said their marketing spends will increase by 10-20% over the previous year. 33% marketers will increase by more than 20% and 27% will increase by 5-10% over the previous year.
Of the marketers looking to increase their marketing spends, CPG, retail, financial services and real estate marketers will spend the most.
The study found that marketers have realised the importance of knowing who their customers are and mapping their needs with the existing processes and so customer journey mapping and marketing technology have emerged as the top priorities for marketers for the coming year.
According to the survey, a majority of the marketers are investing in content management systems, web analytics, mobile analytics and omnichannel marketing automation platforms. Content marketing was at the top of marketers’ agenda with 53% of the marketers surveyed wanting to invest in it. Web and mobile analytics and tracking came second with 43% marketers wanting to invest in it.