As marketing professionals begin their budgeting process for 2014, they say the top areas where they’ll increase spending are marketing automation technology, content marketing, social media and mobile.
“There are three areas at the topic level we’ll be investing in: strategic marketing, local or country marketing, and marketing efficiency,” said Jonathan Becher, CMO at SAP.
SAP plans its budget on a rolling-quarter basis rather than on an annual basis, which means Becher is now budgeting for the fourth quarter and into the first quarter of next year. In terms of strategic marketing, which includes corporate marketing and branding, SAP will elevate its “The Best-run Businesses Run SAP” campaign.
A key part of that effort will involve expanding SAP’s content marketing and enabling technology, including marketing automation, content management and digital asset management systems, Becher said. SAP primarily uses its own technology for these areas, and Becher said it will continue to expand these systems globally next year.
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