Sees Upswing In Social Marketing - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Software // Enterprise Applications
09:45 AM
Connect Directly
0% Sees Upswing In Social Marketing survey finds marketers are shifting to social and mobile to reach younger consumers, prompting a shift in enterprise tech spending.

10 Signs You've Hired The Wrong Person
10 Signs You've Hired The Wrong Person
(Click image for larger view and slideshow.)

Social media advertising, social media marketing, and social media engagement are the top three priorities for increased spending by marketers, according to a "2015 State of Marketing" report issued by on Tuesday.

The priorities came as a bit of a surprise because's "2014 State of Marketing" report had data and analytics, marketing automation, and email marketing as the top-three priorities while social-media marketing concerns came in fourth. What's more, 25% of those surveyed in 2014 saw social as "a critical enabler of products and services," but that number leaped to 64% in the 2015 survey.

So what changed? For starters, social channels have matured in their ability to deliver advertising to their respective audiences, according to Make Lazerow, chief strategy officer of the Salesforce Marketing Cloud. At the same time, advertisers are finding it increasingly difficult to reach the prized 18- to 34-year-old demographic through traditional avenues such as television.

[Want more on mobile priorities? Read Says Build Your Own App Store.]

"They can't count on programming like Friends and Seinfeld on Thursday nights anymore," said Lazerow in an interview with InformationWeek. "That's why Facebook is well on its way to $10 billion in revenue."

Of course, Salesforce has a vested interest in reporting increased spending on these social categories; it supports social advertising through, social media marketing through the Salesforce Marketing Cloud, and social media engagement through the Salesforce Service Cloud.

But independent data confirms Lazerow's point. PriceWaterhouseCoopers late last year released data showing that subscriptions to cable TV dropped about 6% last year from 73% to 67% among 25 to 34 year olds. These are the so-called "cord cutters" (or "cord nevers" -- those who have never subscribed to paid TV services). Social media, by contrast, cover more than 80% of the US population that's connected to the Internet, according to Networked Insights, a firm that analyzes consumer data from the social web.

Top findings from's '2015 State of Marketing' report.
Top findings from's "2015 State of Marketing" report.

A vast majority (86%) of marketers say it's either critical or very important to create a cohesive customer experience across every channel and touch point, according to the Salesforce survey. Here, mobile plays a crucial role in that it's seen as the No. 1 technology critical to creating a cohesive customer journey (followed by marketing analytics and CRM tools).

"Mobile phones have set expectations from customers that you'll be there 24/7," said Lazerow. "They expect you to be able to serve them through any channel, and they assume that you know who they are."

At this week's National Retail Federation Big Show in New York, mobile is widely being described by retailer CIOs and vendors alike as the glue that will bring all channels together. The versatility of this most personal of computing devices is key. We carry our phones with us into stores, we use them for social interactions, we use them for brand and product research, we use phone-based apps to interact with companies, and we even call contact centers on the devices. Smartphones are also quickly becoming a payment mechanism.

The upshot of the report -- true to Salesforce messaging over the last two years -- is that mobile and social will continue to dominate the enterprise agenda in 2015.

Apply now for the 2015 InformationWeek Elite 100, which recognizes the most innovative users of technology to advance a company's business goals. Winners will be recognized at the InformationWeek Conference, April 27-28, 2015, at the Mandalay Bay in Las Vegas. Application period ends Jan. 16, 2015.

Doug Henschen is Executive Editor of InformationWeek, where he covers the intersection of enterprise applications with information management, business intelligence, big data and analytics. He previously served as editor in chief of Intelligent Enterprise, editor in chief of ... View Full Bio

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
D. Henschen
D. Henschen,
User Rank: Author
1/13/2015 | 10:05:55 AM
Broadband, Social blanket the market, but TV is going streaming
Young people are cutting the TV cord, but not the broadband pipe. Streaming services like Netflix, Amazon and Hulu are growing, showing that broadband comes frist while paid TV is optional. Dish Networks'new $20-per-month streaming TV service is aimed at 18-34 year olds who have  cut the cord or who never subscribed to paid TV.

These trends put the marketing focus on social and mobile. That's where the tech spending is going in 2015, according to the survey.
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

How SolarWinds Changed Cybersecurity Leadership's Priorities
Jessica Davis, Senior Editor, Enterprise Apps,  5/26/2021
How CIOs Can Advance Company Sustainability Goals
Lisa Morgan, Freelance Writer,  5/26/2021
IT Skills: Top 10 Programming Languages for 2021
Cynthia Harvey, Freelance Journalist, InformationWeek,  5/21/2021
White Papers
Register for InformationWeek Newsletters
Current Issue
Planning Your Digital Transformation Roadmap
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Flash Poll