Nope – it looks like it’s only going to get bigger. According to Salesforce.com, 70% of 5,000 companies surveyed are going to up their investment in the space during 2015.
The firm noted a huge leap forward for the mobile category.
The goal of what it calls customer relationship management is to create a 1:1 bond between the consumer and the brand.
“The future of marketing is building cohesive customer journeys across sales, service and marketing interactions. It is more important than ever to connect with each person interacting with your brand, and personalize journeys based on their actions and preferences,” said Scott McCorkle, CEO, Salesforce Marketing Cloud, Salesforce. “Our 2015 State of Marketing report shows that this will be the year that businesses connect the dots accordingly and implement a truly multi-channel approach to personalize each customer’s engagement.”
The firm commented on plans for 2015: “There is a major shift in how marketers view social: 64 percent of marketers now view social as a critical enabler of products and services, up from 25 percent in the 2014 State of Marketing report. Seventy percent of marketers said they would increase spending on social media advertising.”
RBR-TVBR observation: Competing with this will be a continual challenge.
There are still things broadcast does very well – it is unmatched for getting one message to a lot of people at once.
And if you can’t entirely beat them, join them – there is nothing stopping broadcasters from using digital platforms themselves – and as we have pointed out before, broadcasters have that medium from which to promote their digital assets.
This is going to be a process – try, fail, learn, try again. Even when the word succeed makes its way into this process it must still go on.
