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Web content and customer experience management firm Kentico Software recently released a new study, conducted by independent global research agency Millward Brown, which shows what today’s most successful marketing professionals are doing differently than their peers. The What Do Digital Marketers Really Want in 2015 report also includes top areas of investment for marketing activities, staffing, technology and more.

According to the survey, high-performing marketers not only plan to invest more in social and mobile than their underperforming peers in 2015, they also plan to put more money back into email marketing. These same marketers report that customer experience managementBig Data and the Internet of Things are among this year’s highest priorities.

Other areas of focus for 2015 include personalization of online content and marketing, mobile-specific apps and ads, and social marketing and analytics. Meanwhile, high performing marketers are moving away from user-generated product, service innovations and marketing content.

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