I know what you’re thinking, “not another trend report". As all
marketers know during the first half of the year the industry is
inundated with a fresh batch of trend reports and predictions for
the coming 12 months. Yet with everyone claiming to know exactly
what the next marketing buzzwords and hot topics will be, it is
hard to decipher what is really interesting and what is just
hype. So this is not another trend report, this is something
Rather than try to make grand predictions about the future of
cloud marketing, big data, multi-channel marketing and
automation, I’ve simply outlined the key questions that the
results of our latest survey pose along with some of the key
stats. Then if you want to learn more and delve further into the
results you can download the full survey at the bottom of this
I won’t claim that X% of all marketers think a particular way
about mobile marketing or X% another way about marketing
automation, but rather recognise that this survey is based on the
experiences of marketing and technology professionals that use
Apteco’s software applications and attended our annual conference
in November last year.
Interestingly this year we had the previous year’s
results to compare against. This offers more insight into
whether predictions from the 2014-15 survey came true or whether
they turned out to be not quite as dramatic as expected, which
was the case with predicted data volumes for example.
So here are some of the key questions and findings from Apteco’s
2016 Data Driven Marketing Trend Report. I hope you find them
Is marketing automation becoming a ‘must-have’ rather than a
‘nice to have’?
With almost every second person already using a marketing
automation tool and over a quarter of delegates planning to
implement automation software within the next year, it appears
that campaign automation is still high on the priority list for
“A quarter of respondents plan to implement marketing automation
over the next year.”
Perhaps the hype of big data is not a big issue, or is it a
question of how data is being used by marketers?
According to the survey big data still seems to be a long way off
for many, with organisations currently cleaning up their data and
choosing the most relevant data to go into their marketing
databases. Respondents don’t expect their data to grow as much in
2016 compared to their expectations in the previous year, with
three quarters of respondents now only predicting modest growth
of up to 10%.
“75% of respondents expect their data to only grow by 10% in
The forecast for cloud environments is a bit cloudy, or is the
Half of all respondents view cloud environments positively, but
interestingly the number of respondents that don’t plan to deploy
marketing systems in the cloud has almost doubled from the
previous year. Now that organisations have had more time to
consider cloud environments perhaps they have made firm decisions
about whether to adopt a cloud-based approach or not?
Is mobile marketing becoming the new favourite channel?
Nearly 30% of respondents already have a mobile application and
42% aspire to in the future. As marketing continues to move
towards increased multi-channel techniques it makes sense that
mobile marketing is going to become more popular for our users.
“42% of respondents aspire to have a mobile application.”
Is campaigning in real-time still just an aspiration for many?
The demand for real-time data remains high so that marketers can
utilise up to the minute information to trigger timely analysis
and campaign automation. 8 out of 10 respondents consider this a
relevant topic and almost a third say they need it now.
Does multi-channel marketing have email and direct mail as
persistent core channels that are unlikely to change?
Email is still the most dominant marketing channel for 6 out of
10 respondents, followed by direct mail for nearly a third.
Retention and upselling to existing customers is still the
overwhelming dominant purpose of email marketing for the majority
The survey was carried out at the 2015 annual FastStats® User
Group Conference on the 11th November at The British Museum in
London. Over 300 Apteco partners and their FastStats® clients
were provided with voting handsets so that they could immediately
respond to a range of quick-fire questions about their current
and future data driven marketing strategies.
- Marketing automation is becoming a must have.
- Mobile is becoming an increasingly important channel.
- Real-time campaigning is becoming a vital element of
Download Trend Report 2015 / 2016 Data driven marketing and see
what this year holds for Data Driven Marketing