Study: Marketers Are Guiding Their Organizations to Be More Consumer-centric in 2015

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Leapfrog Marketing Institute’s 2015 Planning Report unveils how marketing budgets will evolve around the “always on” consumer.

Leapfrog Online

Leapfrog Online

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.

A new study suggests an emerging trend among marketers in how their strategic and financial plans are evolving to succeed in the digital world. According to a new study commissioned by the Leapfrog Marketing Institute, powered by Leapfrog Online, more than 80 percent of marketers plan to shift budgets to be more consumer-centric in 2015.

In the “2015 Planning Report – Evolving Strategic and Financial Plans for the Always-On Consumer,” the study finds that marketers plan to redirect their spending from channel- or product-focused initiatives to more consumer-focused initiatives. Over half of respondents stated they plan to realign their efforts with consumer life stages, broadly defined as acquisition, retention, loyalty and CRM.

“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.”

This “2015 Planning Report” extends the findings from Leapfrog Marketing Institute’s “2014 CMO Digital Benchmark Study,” which identified this emerging shift in planning amongst marketing executives. To gather the data for the Planning Report, researchers analyzed responses from U.S.-based senior marketing executives, who were either responsible or the primary influencer for marketing budgets.

Additional findings from the “2015 Planning Report” 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.

“The goal is to always stay fluid to act on consumer, product and market shifts,” said Time Warner Cable’s head of e-commerce Rob Roy in the study. “And as marketers get more efficient with spend, they have the ability to get more working dollars in the market.”

More Information: To view the full study, visit

To arrange an interview, contact Aaron Mays at the contact information listed above.

About The Leapfrog Marketing Institute
The Leapfrog Marketing Institute is a virtual institute focused on nurturing thought leadership and commentary about marketing in a digital world, with a specific focus on consumer-focused experiences and omni-channel conversion. Along with an Advisory Panel comprised of senior marketing practitioners and professors from premier universities, the Leapfrog Marketing Institute publishes white papers, develops research reports, and hosts events for CMOs and industry influencers. The Leapfrog Marketing Institute is powered by Leapfrog Online, one of the largest digital marketing agencies in the United States.

About Leapfrog Online
Leapfrog Online partners with leading brands to uncover new customers and revenue streams by engaging, nurturing, and converting the always-on consumer. By applying deep domain knowledge and expertise, Leapfrog Online builds targeted industry solutions and proven results that grows digital market share for its Clients. For more information, visit

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Evan Venie
Leapfrog Online
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Aaron Mays
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