Webmarketing123 state of digital marketing report 2014
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Webmarketing123 state of digital marketing report 2014

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the state of digital marketing 2014

the state of digital marketing 2014

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Webmarketing123 state of digital marketing report 2014 Webmarketing123 state of digital marketing report 2014 Document Transcript

  • Executive Summary The results are in. The 2014 State of Digital Marketing Survey polled over 500 U.S. marketing professionals—two-thirds B2B, one third B2C—to uncover their top objectives and toughest challenges. Two trends emerged: 1. Increased uncertainty with the proliferation of new digital marketing channels. 2. Increased pressure to deliver clear ROI. Despite these hurdles, marketing professionals have managed to increase spend in nearly every digital channel for the third year running. While the complexity of the field has deepened and the 2014 Survey Highlights Shifting Focus to Revenue Ranked as the #1 objective for B2C and #2 for B2B, revenue is getting more attention than ever before. In the meanwhile, lead generation remains the top priority for B2B. Social Media Matures Today, 1 in 5 B2B and 1 in 3 B2C marketers report seeing revenue from social media. This explains why marketers are a lot less frustrated with social media measurement compared to two years ago. ability to measure and drive revenue has increased, the lack of KPIs Get Smarter clear ROI remains an issue. In 2011, 74% of marketers measured digital marketing success in terms of website traffic; in 2013, this has dropped to a mere 23% as the pressure to prove ROI and generate revenue increases. Hire Your Weaknesses Marketers rely on agency expertise to supplement in-house teams on non-core business functions, with a whopping 50% YoY increase in outsourced SEO and SEM programs. Mobile Takes Flight 1 in 5 marketers see more than a third of their website traffic coming from mobile. No wonder over 75% of marketers will increase mobile investment. Content Gets Buzz and Budget Content takes center stage as 63% of marketers plan to increase spending on content. Reconciling ROI Marketers admit their greatest struggle in increasing budget is their inability to prove ROI. This year brings increased accountability, yet 2 in 5 still don’t have an attribution model in place. Despite these challenges, marketers still plan to spend more on content and mobile. 22% 2 © 2013
  • LEAD GENERATION IS still THE #1 OBJECTIVE Top objectives for digital marketing programs 11% Increase website traffic #1 Generate leads e objectiv 27% Drive sales/ revenue Improve ROI Lower cost-per-lead 41% Compared to 2012, 30% more B2B marketers have identified revenue generation as their top objective, while 20% less still think it is lead generation. 3% 1% Improve brand or product awareness 17% Revenue trumps awareness as top objective Top objectives for digital marketing programs 11% Increase website traffic 18% Generate leads #1 Drive sales/ revenue Improve ROI Lower cost-per-lead Improve brand or product awareness e objectiv 40% Year over year, 30% more B2C marketers have identified revenue as the top priority, with brand awareness now trailing at a distant second. 4% 1% 27% 3 © 2013
  • B2B REPORT LEAD GENERATION AS THE TOP CHALLENGE Top digital marketing challenges #1 ge Generating enough leads 21% challen 20% Producing enough quality content 19% Converting leads to customers Integrating content and messaging across channels 12% 16% Measuring and proving ROI Securing staff and budget Improving ROI Lead generation is both the #1 objective and the #1 challenge. Meanwhile, marketers are finding it very challenging to produce enough quality content. 8% 4% B2C REPORT PROVING ROI AS THE TOP CHALLENGE Top digital marketing challenges Generating enough leads 10% Producing enough quality content 10% 22% Converting leads to customers Integrating content and messaging across channels 14% #1 Measuring and proving ROI Securing staff and budget Improving ROI For B2C marketers, measuring and proving ROI is by far the leading challenge. They have yet to graduate to a more sophisticated set of KPIs, illustrated by the fact that website traffic is still the #1 metric. ge challen 25% 7% 12% 4 © 2013
  • HALF OF MARKETERS SPEND ONLY 25% OR LESS OF THEIR BUDGET ONLINE % of marketing budget spent online 23% Less than 10% 29% 10%–25% 17% 26%–40% 16% 41%–60% 10% 61%–80% 81%–100% 6% Surprisingly, despite the buzz on digital marketing, the vast majority of budgets still go to offline programs. 5 © 2013
  • Marketers BULLISH ON INVESTMENT IN DIGITAL MARKETING CHANNELS Over 63% of all marketers intend to spend more on content marketing next year, again highlighting its importance. Content Creation Display (videos, webinars, white papers, etc.) 69% 53% 44% 1% Increase 5% 2% Decrease Increase SEO 49% 47% 2% Decrease 5% Increase 8% Decrease Graphic Design 31% 29% 7% Increase Decrease 44% 1% SEM 36% 6% Email Marketing 42% Increase 48% 29% 4% Decrease 2% Increase 4% Decrease Social Media 56% 65% 2% Increase 2% = = Decrease 6 © 2013
  • More Marketers are outsourcing SEO and SEM A whopping 50% increase in outsourced search marketing since 2012 Marketers who outsource 32% SEO = = 41% 34% SEM 47% 29% Display 35% 12% Social Media 22% 11% Email marketing 19% 33% Content Creation 28% 39% Graphic Design 26% 50% more B2B marketers now outsource SEO and 70% more outsource SEM compared to a year ago. 52% more B2C marketers now outsource SEO and 55% more outsource SEM compared to a year ago. 7 © 2013
  • Inability to prove ROI #1 Obstacle to budget increase No matter how you slice it, B2B vs. B2C, industry vertical, or company size, businesses are in agreement about one thing: The top 3 obstacles to budget increase are: 1. Proving ROI 2. Lack of overall company revenue growth 3. Lack of buy-in from management If we scratch the surface, it’s clear how inability to prove ROI instigates other issues, such as management’s reluctance to invest in digital marketing, and lack of overall company revenue growth. Poor ROI from past digital problems 8% Lack of overall company revenue growth 18% Lack of expertise and/or experience 9% Lack of clear strategy 15% Lack of buy-in from management 15% Inability to prove ROI 24% 8 © 2013
  • Channels that drive the best leads & Revenue SEO Email SEM 1 in 3 don’t know which channel generates the most revenue. SEM Email SEO 1 in 4 don’t know which channel generates the most revenue. 9 © 2013
  • How Marketers Measure Success 26% Conversion rate (lead to customer) 24% Website traffic 15% Total lead volume Don’t measure / Don’t know Total revenue Cost per lead 13% 8% 7% Website traffic 22% Conversion rate (lead to customer) 22% 17% Total revenue Cost per acquisition 10% Don’t measure / Don’t know 10% 9% Total lead volume Return on ad spend 4% Return on ad spend 5% Cost per acquisition 3% Cost per lead 5% In 2011, 75% of B2B marketers measured success in terms of website traffic, vs. just 23% this year. We’ve come a LONG way! Even though B2C marketers say driving revenue is their biggest goal, they use website traffic as their top success metric. No wonder they can’t prove ROI! 10 © 2013
  • ROI – WHERE THE RUBBER MEETS THE ROAD Only 17% of marketers can track ROI from SEO, yet they agree it is the 2nd strongest revenue channel. How can that be? Clear ROI Unclear ROI Attribution has become increasingly important. While 41% of marketers still don’t do attribution at all, about one fifth actually have the more sophisticated multi-channel model in place. We don’t have an attribution model in place 41% Multi-channel (all influencing touch points) 22% First touch (lead source) 20% First and last touch (lead source & conversion) 16% Last touch (conversion) Other custom model 13% 7% 11 © 2013
  • Social Media has matured into a source of revenue, not just awareness and leads. Not surprisingly, B2C leads the pack. Have you generated leads from social media? Unsure 20% Unsure 19% Yes 54% No 26% If so, have you generated revenue from social media? Unsure 32% Have you generated leads from social media? Yes 39% No 29% 1 in 5 B2B marketers have generated revenue from Social Media. Yes 60% No 20% If so, have you generated revenue from social media? Unsure 38% Yes 54% No 14% 1 in 3 B2C marketers have generated revenue from Social Media. 12 © 2013
  • Surprisingly, 64% of marketers have yet to try retargeting Are you running retargeted ads? Yes – 36% If so, do you find them effective? No – 64% Yes – 43% No – 9% Too soon to tell / Don’t know – 48% Only 57% of B2B websites are mobile friendly vs. 71% for B2C Do you plan to increase investment in mobile Is your web presence mobile friendly? in the next 12 months? No 31% Yes 69% No Yes 43% 57% No 14% No 29% Yes Yes 86% 71% 3 in 4 marketers plan to spend more on mobile in 2014. 13 © 2013
  • Marketers’ Most Hated Buzzwords 20% B2B and B2C marketers agree… the winner is ”synergy”! Considerably more hated even than “viral”. 15% 10% 5% en t ga ge m En -d r iv en in g Da ta du st ry - le ad iza ti o n I RO In lea Op tim de ou g rs ht h ip I Th las -c st - in KP s l ra Vi Be Sy n er gy 0% About this report The third annual Webmarketing123 State of Digital Marketing Survey was conducted in the fall of 2013. Over 500 U.S. marketing professionals completed the survey — all participants responded to an email invitation. Participants answered questions using an online survey tool. For more information about the survey, please contact marketingteam@webmarketing123.com. ABOUT Webmarketing123 In 2012 and 2013, Webmarketing123 was named by Inc. Magazine as one of the fastest Connect with us growing private companies in the U.S. It was also the #9 fastest growing private company in the Bay Area according to San Francisco Business Times last year. Founded in 2004, Webmarketing123 is a digital marketing agency providing SEO, SEM, Display Advertising, and Social Media Marketing to help clients generate and fast-track online revenue. Our unique approach pairs metrics-rich methodology with an understanding of our clients’ business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. Webmarketing123 develops and drives impactful digital marketing strategies for enterprise clients, including fast growth Inc. 500 and Fortune 500 companies. For more information, please visit www.webmarketing123.com. webmarketing123.com 800.619.1570 Twitter.com/webmarketing123 Facebook.com/webmarketing123 Linkedin.com/company/321315 Plus.google.com/+Webmarketing123