Marketing Trends,

Spend and
Forecasts 2015

CONTENTS

Introduction
Chapter 1
The top 5 marketing trends set to shake up 2015
Chapter 2
Marketing trends in the UK
Chapter 3
Pain points and challenges of your peers and customers
Chapter 4
Key takeaways

2 |

INTRODUCTION
Data is at the heart of everything ALF does; our entire
business is based on insight into 40,000 contacts at
6,000 major UK brands and their agencies.
In this unique report, we surveyed our database to understand where
marketers will be prioritising their budgets and what challenges they are
looking to overcome. Weve also gained insight into the top marketing trends
that both your peers and prospective customers will be embracing in 2015.
Whether youre a supplier looking to understand the needs and pain points
of your potential clients, or a brand looking to benchmark your own spend,
this report provides a complete overview to help inform your 2015 strategy.
Enjoy the read!
Tom McMullen,
Subscription Sales Director,
ALF

ALF is the golden key that opens doors to new clients.

We are always confident that our Sales & Marketing efforts
are well received due to the high quality and up-to-date
information within ALF. No doubt, ALF provides exceptional
ROI providing your contact strategy is effective. Overall,
very happy. Great bunch to work with too.
Theo Gulland

| 3

CHAPTER 1

The top 5
marketing trends
set to shake up
2015
We surveyed 153 marketers working within
some of the biggest brands and agencies to
find out what their priorities were for 2015,
where they are investing and what challenges
they are facing.
Who did we ask?
WHICH OF THE FOLLOWING BEST DESCRIBES
YOUR JOB ROLE?

8%

3%

3%

Analyst

Consultant

Junior
Executive

40%
23%

Business
owner/
Board level

Manager

23%
CMO/VP/Director

4 |

CHAPTER 1

And what did they say?

Marketers prioritise
customer acquisition
Expansion and acquisition are clear trends for 2015, with 73%1 of
marketers seeing driving new customers as their highest priority
but its important not to forget current customers. Marketers are also
considering how to increase customer engagement (31%), drive value
from existing customers (35%) and, ultimately, enhance customer
experience (22%).
Research has shown that the marketing channels used to enhance
customer experience are the same as those used to drive expansion.
As there is little difference between channels, marketers focus should
be on the tone of content. So marketers can kill two birds with one
stone by ensuring current customers are satisfied, which will, in turn,
fulfil their priority of driving new customers.

73%

of marketers
see driving new
customers as their
highest priority

Content needs to be
distributed strategically
Its no secret that content is king: half of marketers will be using
content as a marketing channel in 20152. But its no good having
majestic content if none of your clients are reading it. Content is now
just as much about distribution as it is about quality. And there are
so many distribution channels to choose from - social, search, email,
native, and offline - so its vital to work out the best delivery method for
your content.
Content is the area that most marketers will invest in this year with
80% putting big budgets in developing compelling content. One vital
area for investment will be websites, which should be a companys
flagship source of content. Yet despite it being a priority, it is also one
of our biggest challenges. Content, the building blocks of a website, is
cited as marketers biggest website concern (45%), ahead of design
(35%)3. Marketers need to strike a balance between creating relevant
content and distributing it accordingly.

1 ALF, Marketing Spend in 2015

2 ALF, Marketing Spend in 2015
3 ALF, Marketing Spend in 2015

80%

of marketers
are putting
big budgets
in developing
content

| 5

CHAPTER 1

Automation and CRM are

technologies worth investing in
In 2015, marketers continue to invest in new technologies, ranging
from web RTC and ecommerce platforms to data analysis and
reporting tools. But the most popular investments are automation and
CRM (48%). Marketers are embracing these technologies to upscale
their marketing efforts and deliver ROI.
CRM is the stand out leader with 41% looking to invest4 and 54%
seeing CRM as absolutely critical or very important in their marketing
strategy.5 Customer relationships are essentially what drive a business,
and with the advent of Cloud CRM and social listening tools, such as
Hootsuite, Google Alerts, and Social Mention, its easier than ever to
track customers and gain insight into the entire customer journey.
Automation is also a key technology for the coming year. SMB
marketers using marketing automation are said to be twice as effective
by peers, proving its worth6. Companies tend to use automation
software in conjunction with a CRM to keep customer records, so
buying into both technologies is a sound investment for 2015. Before
investing, ensure your CRM and automation software compliment each
other and integrate fully to track customer and prospect behaviour
right the way through the funnel.

For years, I have been using ALF as a source of leads when

looking to develop media owner contacts for the different
publishers I worked for, it has continued to prove itself as
a worthwhile investment. Now, it is a regular on my
opportunities summary, without question any brand looking
for quick access to a comprehensive database of UK brands
and a fantastic support team to help them develop their
business, should sign up! I did and will continue to do so.
cK Edwards-Levene
Director

6 |

4 ALF, Marketing Spend in 2015

5 Salesforce, 2015 State of Marketing
6 Autopilot, Marketing Automation

48%

of those surveyed
are investing in
Automation and
CRM in 2015

CHAPTER 1

Be omnipresent online in
the year of mobile
If youre not online, youre not on the radar. In our always on society,
it is more important than ever for web presence to infiltrate mobile
and tablet. Forbes declared 2014 to be the third annual year of
mobile, but Salesforce has named 2015 the year of mobile for real.
46% of marketers are using some form of mobile marketing (SMS,
push notifications, mobile apps etc.) this year, compared to only 23%
in 2014.7

46%

of marketers
are using mobile
marketing this year

In 2015, marketers will be ensuring brand continuity across all online

platforms. Its no longer just about being present online but also pushing
consistent messages across different online channels whether mobile,
social or banner advertising.

Digital vs Traditional
the return of direct mail
We saw a hint of a digital backlash in our survey. While content, web
and mobile are still vital channels, marketers arent entirely turning their
back on traditional means of communication. As information available
online escalates, attention spans are dwindling. Its easier to simply hit
delete than sift through your inbox or scroll past a sponsored tweet
rather than read and click through the link.
With traditional offline marketing methods like direct mail, recipients
are more likely to physically pick up your information, read it and have
an actionable response. This is why 34% of marketers8 are looking at
investing in direct mail marketing in 2015. The trick, now, is to ensure
that youre building a coherent, consistent and interesting journey
online and offline. If the messaging is supported across channels, both
online and offline can complement one another.

7 Salesforce, 2015 State of Marketing

8 ALF, Marketing Spend in 2015

TAKE NOTE: PRINT,

FULFILMENT AND
PRODUCTION
COMPANIES
There is room to
reap the rewards of
a digital backlash,
so long as suppliers
stand out from
the crowd with
creative, unique
campaigns that run
alongside online
marketing activity.

| 7

CHAPTER 2

Spend Trends 2015

Our survey also asked where marketers are
investing in 2015 both the technology and the
channels of distribution as well as how much
money they will contribute to the marketing
budget. Heres what they had to say

Technology
CRM is the big technology to invest in for 2015. Customer
relationship management is key to running a successful business
and fulfilling customer expectations.
Mobile capabilities and the move towards Cloud CRM, rather
than on-premise software, is not only making CRM more effective
and adaptable for working on the move, but is also proving to be
cheaper, as more dynamic systems with CRM apps avoid the need
for frequent, expensive upgrades.
Salesforce is still leading the way in terms of providers (22%) but
Microsoft Dynamics CRM (4%), Netsuite (2%) and Zoho (2%) are
beginning to emerge as favourable platforms. However, 43% of
companies still do not use any CRM software.
Those who are investing in CRM are looking to drive more value
from existing customers (44%) and increase customer engagement
(33%) - targets that are easily acheivable when CRM tools allow
marketers to track the span of a customer relationship.

8 |

TAKE NOTE:
TECHNOLOGY
SUPPLIERS
The most popular
technology
investments this
year are CRM
and Automation.
Suppliers need to
align their sales
strategy with
the priorities of
marketers in 2015
and demonstrate
how their product
or service can
boost customer
engagement.

CHAPTER 2
Automation is also a key investment for this year, frequently being
used in conjunction with CRM (a master for customer records). 11%
of marketing automation users do not use CRM, instead relying on
the micro-CRM capabilities built into marketing automation systems9.
The effectiveness of automation has been proven as SMB marketers
using marketing automation software are perceived to be twice as
effective at staying in touch as their non-automated counterparts10.
Those investing in automation have a clear priority of driving
new customers (69%), while still being invested in driving more
value from existing customers (56%) and increasing customer
engagement (44%).

ALF is an invaluable
resource that saves
me time when trying to
find out who looks after
specific accounts within
the media buying
agencies.
Justin
Viljoen

WHAT ARE YOUR MAIN PRIORITIES FOR NEXT YEAR?

Driving more value
from existing
customers

56%
44%
44%

Increasing customer
engagement
Changing brand
perception

33%
13%
15%
25%

Increasing retention
Enhancing your
customer
experience

19%
13%
23%

Increasing brand
awareness

19%

Gaining
market share

19%

38%

21%
69%

Driving new
customers

67%
Marketers investing
in Automation

9 Autopilot Marketing automation

10 Autopilot Marketing automation

Marketers investing
in CRM

| 9

CHAPTER 2

Channels
ONLINE
Content is still a key channel, with 69% of B2C marketers creating
more content than last year and those who have a documented
content marketing strategy are creating the most content11.
In turn, SEO is essential to deliver that content, as most internet
users first port of call is the Google search bar. Without sufficient
SEO, these sites will not be visible.
Social Media continues to be vital to digital marketing, with 64%
of marketers seeing social media marketing as a critical enabler of
products and services12 with B2C marketers using an average of 7
social media platforms this year, compared with 6 last year13.

WHICH OF THESE CHANNELS IS YOUR MARKETING TEAM LIKELY TO

INVEST IN 2015?
Website

64%

Video On Demand

13%

Video

40%

Social Media

60%

Social Advertising
SMS

24%
64% 7%

SEO

40%

Sales Promotion
Product Placement

14%
3%

PR

38%

PPC
Packaging

31%
3%

Mobile apps

18%

Mobile advertising

14%
28%

Market Research
Experiential Marketing
Exhibitions
Events

9%
17%
45%

Direct Mail
Customer Insights
Content
Above The Line
advertising TV/Radio

10 |

11 Content Marketing Institute

12 Salesforce, 2015 State of Marketing
13 Content Marketing Institute

35%
29%
52%
20%

TAKE NOTE:
CREATIVE
AND DIGITAL
AGENCIES
Specialist
agencies have a
chance in 2015
prove their value
over in-house as
experts in social,
SEO, content
and other digital
marketing.

CHAPTER 2
OFFLINE
Direct mail was highlighted as an ever-effective marketing
tool, with the physical of presence of information being more
appealing to read as opposed to emails that can easily be
deleted or social media posts that can be scrolled past.
Integrating both direct mail and email to boost campaign
response is becoming more popular.
Events continue to be an effective way to deliver a message to
a captive audience. But events in 2015 must be underpinned
by media partnerships, targeted e-marketing, social features
and strong content to be persuasive and successful.
Events are a great example of why marketing channels have
to be used dynamically to achieve their full potential. The same
can be said of inbound marketing in general. Relying on SEO
to draw in visitors from organic search is great, but the SEO
doesnt work if theres no content. Without social media, blogs
dont reach new, interested people. And SEO, content and
social media are all completely useless without a process in
place to track and follow up on interactions14.

14 Inbound Marketing Agents

ALF constantly surprises

me with the quantity
and accuracy of the
information it can provide.
There is much more for us
to get from the system for
years to come, but ALF
has already proved fruitful
in helping us source great
contacts that are difficult
to find elsewhere,
particularly client direct
contacts.
Rob Hunt,
Head of Creative
Solutions

| 11

CHAPTER 2

What percentage of company

revenue goes towards marketing?
Its vital to ensure you are investing in the most effective
technologies and channels to suit your priorities, as three
quarters of companies spend 5% or less of their revenue on
their marketing budget.
84% of marketers plan to increase or maintain their spend
in 2015, with 38% planning to shift from traditional mass
advertising to more personalised digital channels15.

WHAT IS YOUR MARKETING

BUDGET AS % OF COMPANY
REVENUE

11-14%+

74%

of companies put
5% or less of their
revenue towards their
marketing budget

84%

marketers plan to
increase or maintain
their spend in 2015

14%+

8-11%
5-8%

<2%

2-5%

According to a recent Salesforce report, the top 5 areas for

increased spending in 2015 are:*

70% 70% 67% 67% 66%

Social media Social media Social media
Locationadvertising
marketing
engagement based mobile
tracking

12 |

15 Salesforce, 2015 State of Marketing

* source: Salesforce State of Marketing

Mobile
applications

CHAPTER 2

Biggest spender profiles:

where are they investing?
Companies with a revenue of 20million and over are still only assigning
an average of 0-5% of their revenue on their marketing budget.
This budget is then most likely to be spent on websites (64%) and
events (45%) which are two of the most expensive marketing channels.
The cost from building websites stacks up due to the skills needed:
coding, visual design, UX design and copywriting. 62% of marketers
say website traffic is the most reliable metric for assessing content
marketing success however achieving a better conversion rate for
visitors to websites is the number 1 priority when it comes to websites.
Events are still an effective way to deliver information through demos
and speakers and an opportunity to impress if done properly. This
takes serious investment thought: venue, speakers, media sponsors,
content, social, giveaways and even catering. If a full event is excessive
then exhibiting at an industry event is another great way to raise brand
awareness or demo new products.
Other areas also receiving investment from the big spenders, and
across the board in general are social media, SEO and content. Social
media is now considered to be core to a business element with 64% of
marketers in 2015 seeing it as a critical enabler of products and services,
compared to just 25% in 2014 with marketers increasing their budgets
more for social more than any other digital marketing channels.
Nearly 91% of executives said they need more help getting web
traffic to their site16 showing SEO is more important than ever.
SEO is a speciality skill that is worth investing in, because if a sites
metadata is not up to scratch and organic search rates dwindle, a
corporate website can become invisible online.

62%

of marketers
say website
traffic is most
reliable metric for
content success
TAKE NOTE:
DIGITAL
AGENCIES
There is
opportunity to
pursue the big
spenders who
are actively
looking to
invest in their
website. Hot
sectors include:
publishing &
media, charities,
entertainment &
leisure, education
& retail.

Unsurprisingly, content is still a key area for investment. But with

the annual growth rate of content production hitting 200%17,
content needs to be used dynamically across channels and
marketers need to consider different types of content, including
video, to stand out. But content marketing has evolved beyond
creation and distribution into an actionable plan that matches up
with business strategies. 43% of marketers with a documented
content marketing strategy are successful at tracking ROI, yet only
27% have taken the time to put their strategy into writing. By taking
control of content, marketers can ultimately deliver meaningful
campaigns that will see customer engagement and ROI.

| 13

CHAPTER 2

64%

WHAT IS YOUR MARKETING

BUDGET AS % COMPANY
REVENUE? (COMPANIES
WITH ANNUAL REVENUE OF
20 MILLION +)

11-14%+

of marketers
in 2015 see
social media
as critical

14%+

8-11%
5-8%

<2%

2-5%

The top sectors spending over 8% of their

revenue on marketing are publishing and media,
confectionary, educational and vocational,
household supplies and pharmaceuticals:
COMPANIES WITH MARKETING BUDGET OVER 8% OF TOTAL REVENUE

6 Publishing and media

1 Household Supplies
1 Confectionary
1 Educational and Vocational
1 Pharmaceuticals

14 |

14 Inbound Marketing Agents

TAKE NOTE:
AGENCIES
With increased
competition
agencies will need to
start becoming more
of a strategic partner
to brands. Agencies
must spend the time
getting under the
skin of the brand
its customers and
more importantly
the dynamics
within the business.
This value add
not only improves
client/agency
relationship but
often ensures longerterm commitment
from the client.

CHAPTER 3

Understanding the pain

points and challenges of
your peers and customers
Our survey also enquired what challenges
marketers were expecting to face in 2015 and
what they were planning to prioritise in order
to grow.

What keeps marketers up

at night?
WHICH OF THE FOLLOWING KEEPS YOU UP AT NIGHT?

4%

2015 Business Strategy is flawed

and having a knock-on effect on
marketing plan

10%
5%

11%

Relationship with peers

Not being able to effectively track
marketing spend

11%
21%

Lack of skills within the team to

get the job done
Limited staff to get the job done

11%
27%

Limited budget
Beeing seen as a cost centre
rather than a profit centre
Other (please specify)

As convenient as it is to leave your work worries at your desk, most

people have concerns that they bring home with them.
Polling at 37%, the stand out concern that marketers fear will be keeping
them up at night is having limited staff to get the job done. To alleviate
this concern, managers need to consider how to manage and delegate
workload between employees in order to be more effective.

16 Huffington Post Third Eye on Social

17 Workforce Return on Information

37%

of those
surveyed are
concerned
about limited
staff

| 15

CHAPTER 3
If time and money can be put towards the problem, then recruitment
is a sound investment. Whether this is hiring freelancers or out-ofhouse staff, or employing new members in-house on a contract
basis, acquiring more manpower is the most direct way to tackle
this pain point.
Another concern is having a limited budget. This is a harder issue
to get around, aside from going to C-suite and convincing them
why the marketing department needs a bigger budget. Those
concerned with having a limited budget mostly had less than 2%
(51%) or 2.1-5% (27%) of company revenue spent on marketing,
so understandably have a restricted about of money to work with.
Relationship with peers is not a concern for the majority, with
only 6% citing it as a problem. This is encouraging, as marketing
is very much a team sport, with different people having different
specialisms, whether e-marketing, content, design, web
development, social etc., it means that peers need to collaborate
in order to deliver the best service to their clients.

16 |

TAKE NOTE:
AGENCIES
With limited
budget still proving
a problem in
brand marketing
departments, the
pressure is on both
marketers and
external agencies
to prove ROI. More
and more agencies
must be willing to
share their clients
KPIs and plan
strategically to focus
on key growth areas.

CHAPTER 3

What are the priorities for 2015?

WHAT ARE YOUR MAIN PRIORITIES FOR 2015?
73%

Driving new customers

20%

Gaining market share

Increasing brand
awareness
Enhancing your
customer experience

34%
22%

Increasing retention

17%

Changing brand
perception
Increasing customer
engagement
Driving more value from
existing customers

17%
31%
35%

The main priority for marketers going into 2015 is driving new
customers (73%). Of those who cited new custom as their priority,
38% were concerned that they had limited staff to get the job done.
This correlates with the main objective of launching a new product
for those driving new customers, as new teams or skillsets are often
required when incorporating a new product into a companys arsenal.

TAKE NOTE:
ALL AGENCIES
& SUPPLIERS
Customer experience
and acquisition
remain a key focus
for marketeers,
ensure your product
or service is
demonstrating value
based on supporting
marketeers in
these areas.

As an overall priority, expansion (driving new customers, brand

awareness and gaining market share) ranked the highest at 42%.
Customer experience (increasing customer engagement,
driving value from existing customers and enhancing customer
experience) came in second at 29%.
This can be achieved by using CRM and automation technologies.
Marketers who were employing CRM and Automation software
both cited driving new customers as their main priority (67% CRM
and 69% automation) as well as looking to drive more value from
existing customers (44% CRM and 56% automation).
The marketing channels being used with the aim of driving
expansion are nearly the same as those for customer experience:
MARKETING INVESTMENT PRIORITIES:
EXPANSION VS. CUSTOMER EXPERIENCE
66%

Website

Video

62%
39%
38%
65%

Social
media
PR

Events

Content

59%
36%
40%

Customer Experience

48%

Customer Expansion

47%
58%
51%

| 17

INTERVIEWS
Q

What are your main priorities in 2015?

Ali Moinuddin, CMO
Our Marketing in 2015 will be totally
data-driven. We need to understand how we are spending money
and what the ROI is on our marketing efforts. The ability to track our
activity and response rates and have visibility on the journey of a
prospect from the initial interaction until it closes is invaluable to us.
Mark Phibbs,
vice-president EMEA Marketing
2015 will be the year CMOs get serious about data and
technology, increasing their influence in the business.
With the rise of digital marketing now consuming approximately
30% of marketing budgets in the UK, marketers can track the return
on investment on search, display, web interactions, social, email and
online video. Predictive analytics and media mix assessment are
used by the most savvy marketers to show how X investment will
give Y in terms of traffic, conversion and sales.1
Simon Michaelides, marketing director
The future needs to be collaborative. The boundaries
between PR and marketing, editorial and advertising and
online and offline are increasingly blurring. As CMOs,
the onus is on us to establish common objectives and build closer
relationships with our peers. This will enable a more coordinated and
multi-disciplinary approach to marketing and communication.2
Anna Holloway,
Online Marketing Consultant
To significantly grow our inventory of limited edition art via our
relationship with some of the worlds best known artists for existing
collectors and new collectors alike. Our members are at the core
of everything we do, so we want to personalise their shopping
experience as much as possible, whilst maintaining our exceptional
customer service as we grow. Ultimately, our aim is to become the
leading destination for art globally.

18 |

1 The Guardian, From CMO to CEO: leading marketers share their priorities for 2015
2 The Guardian, From CMO to CEO: leading marketers share their priorities for 2015

INTERVIEWS

Where will you be investing in 2015?

Ali Moinuddin, CMO
It wont come as a surprise that we
are continuing to invest heavily in our digital channels email,
SEO, PPC, social media as well as making sure the analytics are
in place. We are shifting a lot of budget around to spend more
resources on digital content development and driving down the
cost per acquisition through content and not events. We are also
investing in the dialogue we have with our prospects and clients,
with a focus on PR, content and thought leadership. As we grow
to collect more and more data on which channels are influencing
sales, this will form the basis of our investment strategy.
Ro Osborne, Group Head of Marketing
This year, we will be heavily investing in new data
for lead generation. We are looking into investing in
list research and building our and cleaning our current database. We
want to keep our subscriber and prospect data up-to-date and fresh.
Anna Holloway,
Online Marketing Consultant
artrepublic.com 2015 is all about change here at artrepublic.com.
We are currently working on our new website and re-platforming
onto Magento. The artrepublic website was originally born out of a
local Brighton-based gallery and there is now a real potential to grow
the business throughout the UK and of course all over the world.
Dan Robbins, VP Corporate Marketing
Brands are diverting budget away from social
platforms and will funnel those dollars toward enhancing owned
digital platforms like their website(s), e-mail marketing lists, and
mobile apps. 3

3 Marketing Land, What Does the Future Hold for Marketers

| 19

INTERVIEWS

What are your pain-points/challenges?

Ali Moinuddin, CMO
We are constantly working on integrating
all our systems Marketing Automation, CRM and web to ensure
that we are mapping activity and tracking across all platforms.
Another challenge we face making sure our marketing group
is equipped with the right skills to drive the team forward. We
are acquiring additional digital skills and looking into training our
current team to ensure skills are spread across the team.
Anna Holloway,
Online Marketing Consultant
The main challenges of any small business growing quickly is
introducing processes, recruiting the right people, who feel as
passionate about its success as we do and essentially getting as
many things right as humanly possible! These days we cant afford
to make mistakescompetition is fierce and loyalty is key in the
online world.

BRAD and ALF databases are an invaluable resource

for ABC. The data is easily accessible, up-to-date and
accurate. The team are always on hand if we ever need
help with anything and are a pleasure to deal with.
Lucy Palmer,
Senior Communications
Manager

20 |

4 Marketing Land, What Does the Future

Hold for Marketers

Paige
ONeill,
CMO
Most shoppers are already
willing to pay more for a better
customer experience so retailers
will need to make consistency
a priority in order to remain
competitive. With this consumer
demand for quality customer
experience at an all-time high,
businesses will also need to shift
their focus away from collecting
mass amounts of big data. 4

CHAPTER 4

Summary
Digital and online are still key marketing channels
in 2015, but the emphasis needs to shift to
consistent messaging across all channels and
strategic distribution of content.
Heavy investment in Automation, CRM and website development
demonstrates the importance of customer journey and tracking for
marketers this year.
The channels marketers are investing in to improve customer experience
and lead generation are much the same content, SEO, PPC, events,
social, etc. Suppliers and agencies must position themselves as
experts and thought leaders in their field and share their clients KPIs
in order to drive value out of the relationship. Marketers budgets are
slowly increasing and they are spending on technology and specialist
marketing strategies, so the opportunities are out there as long as the
supplier or agency fully understands the client and their priorities.

| 21

CHAPTER 4

5 key takeaways:
1

Lead generation and customer

experience are front of mind and
marketers are investing in CRM and Automation
to improve the prospect or customer journey

Tracking the journey from marketing

campaign right through to closed deal is
vital to prove marketing ROI

Content is still king, but there are

challenges putting it in front of prospects,
so consider who its for and how its distributed

Traditional marketing methods, such as

direct mail and events, are still powerful
but must be integrated with digital campaigns

Suppliers and agencies can drive growth

as long as their USP is clear and aligned
with where brands are investing this year

22 |

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