Marketer's Time Saving Survey


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The one thing that seems to bother almost all marketers is the lack of time they have to execute campaigns properly. Perhaps it's not so much that traditional media is broken, as that marketers aren't given enough time to focus on great execution. We surveyed 120 marketers across America and the UK to see what their most common problems were.

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Marketer's Time Saving Survey

  2. 2. Introduction and Respondent DetailsThis survey polled 126 marketers and sales people across America and the UK.We used a combination of our own data (captured on the Fliptop blog) and the samequestions asked to a sample of sales and marketing professionals with SurveyMonkey.We were interested to see how people in marketing industry felt about the pace of change indigital media, and to what degree this made them short of time.About FliptopFliptop’s Customer Intelligence platform provides companies with an on-demand data scientist for theirleads and contacts. Using publicly available information including social data to score and enrichleads, companies can prioritize their pipeline, better target their audience and know more about theircustomers.
  3. 3. • Most respondent’s job titlesdidn’t include the word‘Digital’, yet 60% spent morethan a day a week engaged indigital activity.• It’s a good sign that digital silosare starting to fade – digital is apart of marketing now.Time spent on digital marketing each week40%23%16%21%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0-10 hours10-20 hours20-30 hours30 hours+
  4. 4. • Social media proved to be themost popular channel, withemail a close second. Social’sease of entry makes it a firmfavourite.• The shifting focus towardscontent marketing can be seenby more marketers using thatchannel over Search EngineMarketing (PPC & SEO) andDisplay Advertising.Which Digital Marketing channels do you use?44%69%81%78%49%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Display AdvertisingContent MarketingSocial MediaEmailSearch Marketing
  5. 5. Which social networks do you use for business and marketing?2%49%31%7%18%36%62%72%81%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%OtherYouTubePinterestTumblrInstagramGoogle+LinkedInTwitterFacebook• As the most popular socialnetwork on theplanet, Facebook is alsounderstandably the networkof choice for marketers.• Despite Google+ being theworld’s 2nd largest network, itcertainly doesn’t seem thatway in the minds ofmarketers.
  6. 6. • Only 6% said they didn’t useany tools.• Nearly 1 in 5 marketers usemore than 7 tools to helpthem during the workingweek.How many marketing tools do you use during your working week?6%38%37%10%9%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%01-34-67-910+
  7. 7. What is the onemarketing tool youcouldn’t live without?While the survey foundmore respondents to beusing Facebook thanemail in theirmarketing, overall emailwas by far the most statedto this question, andGoogle Analytics wasslightly ahead ofFacebook.7
  8. 8. You feel able to make sense of all the data made available to you3%16%16%55%10%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Strongly DisagreeDisagreeNeither Agree or DisagreeAgreeStrongly Agree• Marketers agree that they canmake sense of their data• Despite the premise of therebeing ‘too much’ data tohandle, the marketers in oursample appear to be prettycomfortable with it.
  9. 9. Voices about marketing problems‚We have a CRM tool and our accounting department will not let us connect to it, so wecannot see revenue or costs associated with our data, which makes both systems worthless formarketing.‛‚Changes in technology are happening quicker than we can handle and expense of upgrade istoo expensive and time consuming. You fix one aspect and something elsechanges.‛‚ROI is difficult to prove, so brands focus on engagement stats to the exclusion ofactual business goals.‛
  10. 10. • A common bugbear for marketersis the amount of time they spendaway from their desks.• More respondents (43%) agreedthat they spent too much time inmeetings against 31% whodisagreed.• When respondents were asked tovoice stories of their marketingproblems, meetings was the mostcommon problem expressed.You spend too much time in meetings5%26%27%31%12%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Strongly DisagreeDisagreeNeither Agree or DisagreeAgreeStrongly Agree
  11. 11. Voices about marketing problems‚Way too many meetings. People default to 1 hrmeetings when 1/2 hr would suffice.‛‚My productivity has increased since my company decreased thefrequency of department "brainstorming" meetings.‛‚Its not so much that its too many meetings. Its how longthey go! Most could be cut in half.‛‚My problem is time, having the time toconcisely learn all the tools Id like to.‛
  12. 12. • Almost 60% of marketers feltable to keep up with the paceof change.• A sizeable 22% still felt that thechanging digital landscape wastoo quick for them.You feel able to keep up with the pace of change in digital media2%20%19%46%13%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Strongly DisagreeDisagreeNeither Agree or DisagreeAgreeStrongly Agree
  13. 13. Voices about marketing problems‚We had many meetings about how the corporation ‘desires’ their social mediamarketing to take place. However, it is extremely unrealistic because theydo not have an accurate understanding of how the many layersoverlap and are interdependent, like an onion rather than a magic bullet.‛
  14. 14. • Despite marketers claiming theyare able to keep up withchange, there was unanimousagreement that there are toomany channels in digitalmarketing to do them all justice.• Marketers earlier noted use of 8different social platforms and 5different marketing channels, soit’s not hard to see why.There are too many channels in digital media to do them all real justice1%18%25%45%11%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Strongly DisagreeDisagreeNeither Agree or DisagreeAgreeStrongly Agree
  15. 15. • Responses to the previous questionneatly tie into what marketers feel to betheir biggest problem: too manychannels, not enough time.• Not enough company understanding ofdigital media was a close second.• While marketers generally feel able tomake sense of the digital landscape, theyseem wary that other parts of theirbusiness also can.What’s the single biggest problem with modern marketing?22.7%2.6%32.5%33.1%2.6%6.5%Too manymarketingchannels, notenough timeNot enoughcompanyunderstanding ofdigital mediaDifficulty inquantifyingROIPace of changeEmails!Other
  16. 16. ‚Corporate meetings about SEO and marketing strategies are frustratingwhen ‘the powers that be’ really have no clue.It turns into a giant Catch 22. ‘Must show analytical results’before we can assign you more team members for theproject. On the other hand, I need more team members for the projectbefore I can show positive ROI.‛Voices about marketing problems
  17. 17. 32%12%12%6%8%30%0% 20% 40% 60% 80% 100%1-2021-5051-100101-250251-500501+14%13%40%18%15%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%$0 - $24,999$25,000 - $49,999$50,000 - $99,999$100,000 - $149,999$150,000+Respondent Demographics18.8% 81.2%0% 20% 40% 60% 80% 100%FreelancePermanentAre you permanent staff or freelance?What is your annual salary?Company Size by EmployeesRespondent agePermanent28%45-605%60+35%18-2932%30-44
  18. 18. Too many marketing channels, not enough time was found to be the single biggest problemfor US and UK marketers.Lack of company understanding of digital media is a close 2nd.Difficulty in quantifying ROI remains a significant problem, and proves particularly difficultwhen mixed with a lack of company understanding of digital media.Despite problems expressed around the ‘pace of change’ and being ‘overwhelmed by data’ inthe B2B marketing press, neither of these were seen as major problems by our respondents.Conclusion