This time it really is the year of mobile, say many working in the marketing space. Without consulting each other, marketing vendors offering their predictions for 2014 nearly unanimously say mobile is dominating the conversation. The one outlier, Boston-based marketing services provider Extraprise, says marketing automation will accomplish the year's main trend of brands becoming "one with the customer's journey."
The research mined for best practices and insights that increase customer value and ROI. Email and website reign, with email maintaining its position as a critical digital marketing practice, and cited alongside website marketing as providing the highest ROI. Social media ROI is cited as surpassing SEO/SEM at 57 percent compared to SEO (43 percent) and SEM (45 percent). Nearly two-thirds (66 percent) have a blog, yet only 22 percent of respondents cited a positive ROI