Steps to Building Your Digital Audience

Steps to Building Your Digital Audience

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As part of the award-winning SUBSCRIBERS, FANS, & FOLLOWERS research series, we surveyed hundreds of digital marketers on the tactics they’re using today to gain more invested, more engaged ...

As part of the award-winning SUBSCRIBERS, FANS, & FOLLOWERS research series, we surveyed hundreds of digital marketers on the tactics they’re using today to gain more invested, more engaged audiences across every digital channel. From mobile apps to email, consider this data your catalyst for audience growth brainstorming and success.

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    Steps to Building Your Digital Audience Steps to Building Your Digital Audience Infographic Transcript

    • REPORT #22 The Audience Growth Survey: How Are Marketers Growing Email, Social, and Mobile Audiences? As part of the award-winning SUBSCRIBERS, FANS, & FOLLOWERS research series, we surveyed hundreds of digital marketers on the tactics they’re using today to gain more invested, more engaged audiences across every digital channel. From mobile apps to email, consider this data your catalyst for audience growth brainstorming and success. For this research, a nationwide survey was developed and fielded, surveying digital marketers predominantly from the United States. A total of 395 respondents completed the survey, with oversight in the following marketing areas. Marketing Areas of Regular Involvement B2B and B2C Marketers B2B 91% 66% Email 37% Social Media Mobile 28% 36% B2C 35% Both 29% Executive Oversight Effectiveness is a subjective term. In this survey, marketers rated email, Facebook, Twitter, SMS, and mobile app marketing tactics by their effectiveness, but how can that be quantified? While effectiveness is ultimately unique to each marketer, it’s shaped by the following variables. Quality of audience members added Quantity of audience members added Email 41% Facebook 12% 38% Twitter Overall ROI 41% 43% SMS 28% Mobile App 22% 28% 27% 17% 19% 21% 32% 27% 34% EMAIL Email is still the bedrock audience of the modern marketer. Let’s take a look at the top goals of email marketing and a few of the most effective email marketing tactics. Top Email Marketing Objectives Best Email Marketing Tactics 64% Sell products/services Option to opt into email when viewing mobile app content 52% Generate leads 51% Drive brand awareness Gain customer insight/ improve retention 59% rate effective use 58% rate effective 39% Promote content via social media that requires email registration to access 34% use 35% Drive online loyalty program registration requiring email address 51% 12% use 59% rate effective Social media has become a must-have element of any marketing strategy. Consider the most common objectives for Facebook and Twitter and the most effective tactics. Top Social Media Marketing Objectives Facebook Twitter 77% Drive brand awareness 70% 55% Provide service/support 58% Gain customer insight/ improve retention 36% Generate leads 44% Sell products/services 28% 35% 22% 22% 26% 19% Best Social Media Marketing Tactics Facebook ads: Sponsored Stories Facebook ads: display ads (non-Sponsored Stories) 25% Product/prize giveaways with Follow required use 67% rate effective 30% Publicly answering customer service questions on Twitter use 52% rate effective Answering customer service questions on Facebook 20% use 57% rate effective 27% use 60% rate effective 34% Regularly offer FAQs and how-tos through tweets use 69% rate effective 22% use 59% rate effective SMS & APPS Mobile marketing is undoubtedly on the rise, with SMS and branded mobile apps being two of the most common channels. Let's see what marketers are looking to get out of mobile and the most effective ways to achieve these goals. Top Mobile Marketing Objectives Mobile App SMS Drive brand awareness Gain customer insight/ improve retention 40% 50% Sell products/services 32% 46% 50% 33% Generate leads 32% 43% Provide service/support 37% 43% 28% 32% Best Mobile Marketing Tactics Requesting phone number as part of sweepstakes or contest Requesting phone number at point of sale to deliver offers Requesting phone number to deliver a receipt 47% use 56% Promote app via email marketing program 65% use 59% rate effective rate effective 49% 65% use 55% Promote app on website use 54% 55% rate effective rate effective 41% use Paid/sponsored advertising on social media channels rate effective 33% use 50% rate effective You have a myriad of ways to grow your proprietary audiences at your fingertips. The question is, which tactics work best for both your brand and target audience? The data in this report should spark some ideas, but ultimately, audience growth is a matter of testing what tactics will get your brand the largest, most responsive audience possible. Read the full research at exacttarget.com/sff.