‘Why email is taking center stage in marketing innovation’ – Marketing Land
Jason Warnock says, “Most marketers plan to maintain or increase their investments in marketing innovation this year. But here’s the catch: They’re hedging their bets by expanding innovation in reliable channels like email rather than rolling the dice on unproven marketing tactics.
Email marketing is a prime target for innovation in 2017
Marketing innovation is a top priority for marketers this year, according to “The 2017 Yes Lifecycle Marketing Channel Report” (registration required) from Yesmail, my employer.
Across the board, we’re seeing a renewed emphasis on marketing as a driver for growth. Nearly all marketers (99 percent) reported that they will either increase or maintain their marketing budgets in 2017 — and a large share of these resources will be devoted to innovative tactics and technologies.
The push for innovation is particularly evident in marketers’ planned spending targets. For example, technology innovation ranks as the most important consideration in the selection of a cross-channel marketing service provider, followed by analytic services”.
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