Not Another Trend Report

10 Mar 2016  |  by Melanie Davis

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 different.

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 page.

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 interesting.

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 many.

“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 2016”

The forecast for cloud environments is a bit cloudy, or is the outlook brighter?

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 of respondents.

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 marketing.

Download Trend Report 2015 / 2016 Data driven marketing and see what this year holds for Data Driven Marketing

Trend Report 2016 Data driven marketing
Melanie Davis

Group marketing manager

Since 2007 Mel has led the Apteco marketing team in driving the Apteco brand. She has been a B2B marketer in the data and marketing technology sectors for over 20 years. Her aim is to ensure that Apteco is a trusted and respected brand that is the first point of call for all data driven marketers.

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