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Walking the Talk of Consumer-Centricity

Posted on 2.12.2015

More than 80 percent of marketers plan to shift budgets to be more consumer-centric in 2015 according to a new study from Leapfrog Marketing Institute. 

The study indicated that marketers will redirect their spending from channel- or product-focused initiatives to more consumer-focused initiatives, with over half of respondents revealing they plan to realign their efforts with consumer life stages - from acquisition through retention. 

"The important learning is that marketers are now walking the talk of consumer centricity,” said Jason Wadler, executive vice president of Leapfrog Online and sponsor of the Leapfrog Marketing Institute. “It’s one thing to state the need to be consumer-centric, but it’s real when budgets and structures are changing to enable the shift.”

Additional highlights from LeapFrog's "2015 Planning Report - Evolving Strategic and Financial Plans for the Always-On Consumer" include: 

+ Approximately 40 percent of survey respondents are integrating mobile into consumer life stages, following the direction of the larger budget shift.

+ Nearly 10 percent of marketers are still in the early stages of planning for their mobile initiatives, stating mobile is currently in test budgets for pilots.

+ 68 percent of marketers are expected to produce a measurable ROI or marketing objectives that boost financial metrics.

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