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2014 Digital Marketing Landscape:
The Power of Digital Experiences

Benchmark Study Results
Sponsored by:

!
Demand Metric...
Today’s Agenda
§ 

Background

§ 

Findings

§ 

Conclusions

§ 

Next Steps

§ 

Q&A

#DigitalMarketing

Demand Metr...
Today’s Presenters:

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Jessica Collier

Marketing Communications Director
ion interactive

Jerry Rackley

Chief Analyst
Demand Metric

Demand Met...
Study Sponsor

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
!

Turning click throughs into breakthroughs…
ion provides software and services that allow marketers to create highly sop...
The great digital migration of marketing
The biggest challenges for marketers in this transformation to digital arise from...
Customer
experience as the
core of marketing

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All R...
Why is customer experience becoming the
heart of modern marketing?
1.  Great experience = great brand
2.  Everything in th...
Study Background

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Research Questions:
“What is the current digital marketing landscape?”
§ 

Budget allocation and priority?

§ 

Platform...
Survey
§ 

Demand Metric & Ascend2 communities invited to participate

§ 

600+ complete & partial responses

§ 

Data ...
Categorization Data
Type

Role

§  B2B:

§  President/CEO:

60%
§  B2C:
17%
§  Both:
16%
§  Agency: 7%

§  Marketing...
Study Findings

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Digital Marketing Context

Digital Marketing is a means to an end, and that is increasingly
becoming a memorable experienc...
Digital Marketing Context
Digital experiences are digital environments, typically associated with a
post-click experience,...
Budget Allocation for “Digital” Marketing
Don't know, 6%
More than
85%, 14%
61 to 85%,
10%
46 to 60%,
8%
31 to 45%,
12%

N...
Digital Experience Creation Priority
40%

35%

35%
30%

30%

24%

25%
20%
15%
8%

10%
5%

3%

0%
Very low

Low

Moderate

...
Digital Experience Priority & Revenue Growth
80%

76%

70%

72%

60%
50%

48%

Declining

40%
30%
20%

Flat

27%
27%

10%
...
Platforms for Digital Experiences
94%

Browsers
61%

iOS phones
iOS tablets

58%

Android phone

54%
46%

Android tablets
...
Sophistication of Digital Experiences
Very advanced,
7%

Very basic, 10%

Advanced, 15%
Basic, 26%

Mid-range, 42%

#Digit...
Sophistication & Brand Perception Influence
100%
81%

91%

80%
60%
50%

Negative or none
Favorable

40%
20%
20%

9%

0%
Bas...
Sophistication Insights
ü  Basic levels of sophistication provide few advantages
ü 

Mid-to-High levels provide significa...
Sophistication & Revenue Growth
100%
74%

80%

83%

62%
60%

Declining
Flat

40%

Growing

26%
18%

20%
0%

12%
Basic

8%
...
Current Digital Marketing Approaches
Website
Campaign-specific landing pages
Content targeting
Personalization
Surveys, pol...
Satisfaction with Digital Experience Benefits
Very satisfied, 7%

Satisfied, 44%

Very dissatisfied,
3%

Dissatisfied, 10%

Neu...
Approaches – Best Predictors of Satisfaction:
ü  Content targeting
ü  Conversion paths
ü  Responsive design

#DigitalMa...
Approaches – Best Drivers of Brand Perception:
ü  Responsive design
ü  Content targeting

#DigitalMarketing
Demand Metri...
Planned Digital Marketing Approaches
ü  Content targeting:

+12%

ü  Conversion paths:

+12%

ü  Microsites:

+11%

ü ...
Benefits of Digital Experience Creation
74%

Visits, page views, Likes or follows
64%

Growing brand awareness
More leads

...
Digital Experience Creation Challenges
57%

Development effort

56%

Rapid evolution of technology
Cost

46%
41%

Availabi...
Digital Experience Development Resources
100%

89%

95% 95%
74%

80%
60%

50%

46%

Medium

39% 36%

40%

Large

21%
20%
0...
Digital Experience Impact Metrics
74%

Impressions or visits
62%

Leads captured
49%

Conversion: visits to leads
43%

Sal...
Ideal Dashboard
ü  Traffic
ü  Financial
ü  Engagement

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2...
Conclusions

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Digital Marketing Bottom Line:
ü  Don’t let tools/technology drive your efforts.
ü  Lean towards more sophistication.
ü ...
We need to step up our digital marketing
game – now what?

#DigitalMarketing
Demand Metric Research Corporation Copyright ...
“A great digital experience is no
longer a nice-to-have; it’s a makeor-break point for your business as
we more fully ente...
7 ways to elevate your digital experiences
1. 

Impress instantly (make first impressions that “wow”)

2.  Engage deeply (b...
Iron Mountain
ü  Better customer experiences = bigger results
ü  Conversion/decision paths,

content targeting & mobile-...
Learn more:

ioninteractive.com
info@ionteractive.com
#DigitalMarketing
Demand Metric Research Corporation Copyright © 201...
Q&A

#DigitalMarketing
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation

#300 - 1275 West 6th Avenue, V...
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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2014 Digital Marketing Landscape Study: The Power of Digital Experiences

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The digital marketing landscape is evolving rapidly. Are you keeping pace with your competitors?
This fall, Demand Metric surveyed over 500 digital marketers across B2B, B2C and agency organizations on the landscape of digital marketing moving into 2014.

They found that sophisticated digital experiences are having a significant, measurable impact on brand perception and revenue growth. In fact, 76% of organizations who put a high priority on digital experience creation reported revenue growth this fiscal year.

Find out:

- What’s working now
- What organizations are planning to do in 2014
- The benefits & challenges of creating digital experiences
- How ingenuity & agility play a larger role than budget or company size
- Plus, analyst recommendations for increased brand perception & revenue growth in the new year

Published in: Business, Technology

Transcript of "2014 Digital Marketing Landscape Study: The Power of Digital Experiences"

  1. 1. 2014 Digital Marketing Landscape: The Power of Digital Experiences Benchmark Study Results Sponsored by: ! Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  2. 2. Today’s Agenda §  Background §  Findings §  Conclusions §  Next Steps §  Q&A #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  3. 3. Today’s Presenters: #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  4. 4. Jessica Collier Marketing Communications Director ion interactive Jerry Rackley Chief Analyst Demand Metric Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  5. 5. Study Sponsor #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  6. 6. ! Turning click throughs into breakthroughs… ion provides software and services that allow marketers to create highly sophisticated, powerfully creative & interactive marketing micro apps — that can be created and tested with zero code. Landing pages? Of course. What else? Microsites, multi-step forms, conversion paths, marketing apps, responsive & mobile & more! For more information, visit:  www.ioninteractive.com! #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  7. 7. The great digital migration of marketing The biggest challenges for marketers in this transformation to digital arise from: §  Explosion of digital touch points §  Speed at which digital interactions are triggered & evolve §  Rising expectations of customers §  Virtual proximity of “competitors” & influence of social media §  Shift in information asymmetry from sellers to buyers #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  8. 8. Customer experience as the core of marketing #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  9. 9. Why is customer experience becoming the heart of modern marketing? 1.  Great experience = great brand 2.  Everything in the customer experience is now a part of marketing #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  10. 10. Study Background #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  11. 11. Research Questions: “What is the current digital marketing landscape?” §  Budget allocation and priority? §  Platforms & degree of sophistication of digital experiences? §  Scope of digital marketing approaches – current and future? §  Benefits & challenges? §  Measurements? #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  12. 12. Survey §  Demand Metric & Ascend2 communities invited to participate §  600+ complete & partial responses §  Data analysis using SPSS §  Only statistically significant findings reported #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  13. 13. Categorization Data Type Role §  B2B: §  President/CEO: 60% §  B2C: 17% §  Both: 16% §  Agency: 7% §  Marketing: §  Sales: §  IT: §  Finance: §  Other: Annual Sales 24% 62% 3% 2% 1% 8% §  $10 million or less: §  $11 to $25 million: §  $26 to $100 million: §  $101 to $500 million: §  $501 to $1 billion: §  Over $1 billion: 48% 12% 13% 13% 4% 10% #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  14. 14. Study Findings #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  15. 15. Digital Marketing Context Digital Marketing is a means to an end, and that is increasingly becoming a memorable experience. Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. #DigitalMarketing
  16. 16. Digital Marketing Context Digital experiences are digital environments, typically associated with a post-click experience, that meaningfully and warmly embrace visitors: ü  Created using a variety of technologies & approaches ü  Influential ü  Create engagement #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  17. 17. Budget Allocation for “Digital” Marketing Don't know, 6% More than 85%, 14% 61 to 85%, 10% 46 to 60%, 8% 31 to 45%, 12% None, 4% 1 to 15%, 28% 16 to 30%, 18% #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  18. 18. Digital Experience Creation Priority 40% 35% 35% 30% 30% 24% 25% 20% 15% 8% 10% 5% 3% 0% Very low Low Moderate High Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. Very high
  19. 19. Digital Experience Priority & Revenue Growth 80% 76% 70% 72% 60% 50% 48% Declining 40% 30% 20% Flat 27% 27% 10% Growing 20% 18% 8% 6% 0% Low Moderate High Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  20. 20. Platforms for Digital Experiences 94% Browsers 61% iOS phones iOS tablets 58% Android phone 54% 46% Android tablets Other 4% 0% 10% 20% 30% 40% 50% 60% 70% Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. 80% 90% 100%
  21. 21. Sophistication of Digital Experiences Very advanced, 7% Very basic, 10% Advanced, 15% Basic, 26% Mid-range, 42% #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  22. 22. Sophistication & Brand Perception Influence 100% 81% 91% 80% 60% 50% Negative or none Favorable 40% 20% 20% 9% 0% Basic Mid-range Advanced Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. #DigitalMarketing
  23. 23. Sophistication Insights ü  Basic levels of sophistication provide few advantages ü  Mid-to-High levels provide significant advantages ü  There is a point of diminishing returns ü  Sophistication is a moving target #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  24. 24. Sophistication & Revenue Growth 100% 74% 80% 83% 62% 60% Declining Flat 40% Growing 26% 18% 20% 0% 12% Basic 8% 11% 6% Mid-range Advanced Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  25. 25. Current Digital Marketing Approaches Website Campaign-specific landing pages Content targeting Personalization Surveys, polls and quizzes Responsive design Microsites Interactive content Geolocation Conversion paths App-like experiences Multi-step forms Native mobile-optimized 97% 75% 53% 47% 45% 45% 41% 38% 29% 28% 26% 26% 20% 0% 20% 40% 60% 80% Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. 100% 120%
  26. 26. Satisfaction with Digital Experience Benefits Very satisfied, 7% Satisfied, 44% Very dissatisfied, 3% Dissatisfied, 10% Neutral, 36% #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  27. 27. Approaches – Best Predictors of Satisfaction: ü  Content targeting ü  Conversion paths ü  Responsive design #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  28. 28. Approaches – Best Drivers of Brand Perception: ü  Responsive design ü  Content targeting #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  29. 29. Planned Digital Marketing Approaches ü  Content targeting: +12% ü  Conversion paths: +12% ü  Microsites: +11% ü  Personalization: +10% ü  Responsive design: + 9% ü  Website: -16% #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  30. 30. Benefits of Digital Experience Creation 74% Visits, page views, Likes or follows 64% Growing brand awareness More leads 49% 47% Better leads Better conversion: lead to qualified 34% 31% More sales Better conversion: qualified to sale 23% 11% Shorter sales cycle 0% 10% 20% 30% 40% 50% Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. 60% 70% 80%
  31. 31. Digital Experience Creation Challenges 57% Development effort 56% Rapid evolution of technology Cost 46% 41% Availability of skills Agility in digital experience creation 36% 33% Finding reliable vendors & partners Availability of tools or technologies 25% 16% Control over development 0% 10% 20% 30% 40% Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. 50% 60%
  32. 32. Digital Experience Development Resources 100% 89% 95% 95% 74% 80% 60% 50% 46% Medium 39% 36% 40% Large 21% 20% 0% In-house staff Outsourced/freelance Small Agency Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  33. 33. Digital Experience Impact Metrics 74% Impressions or visits 62% Leads captured 49% Conversion: visits to leads 43% Sales Conversion: qualified to sales 39% 36% ROI Conversion: leads to qualified 35% 0% 10% 20% 30% 40% 50% Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. 60% 70% 80%
  34. 34. Ideal Dashboard ü  Traffic ü  Financial ü  Engagement #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  35. 35. Conclusions #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  36. 36. Digital Marketing Bottom Line: ü  Don’t let tools/technology drive your efforts. ü  Lean towards more sophistication. ü  Metrics are important, but don’t let them keep you from experimentation. #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  37. 37. We need to step up our digital marketing game – now what? #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  38. 38. “A great digital experience is no longer a nice-to-have; it’s a makeor-break point for your business as we more fully enter the digital age.” #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  39. 39. 7 ways to elevate your digital experiences 1.  Impress instantly (make first impressions that “wow”) 2.  Engage deeply (break out of the landing page box) 3.  Experiment boldly 4.  Empower marketing 5.  Target precisely (deliver the right content) 6.  Boost the performance of existing marketing software 7.  Connect everywhere Demand Metric Research Corporation Copyright © 2013. All Rights Reserved. #DigitalMarketing
  40. 40. Iron Mountain ü  Better customer experiences = bigger results ü  Conversion/decision paths, content targeting & mobile-optimized design ü  82% increase in engagement ü  40% increase in lead form conversions ü  219% yoy increase in sales form conversions #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  41. 41. Learn more: ioninteractive.com info@ionteractive.com #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  42. 42. Q&A #DigitalMarketing Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  43. 43. For more information, visit us at: www.demandmetric.com Demand Metric Research Corporation #300 - 1275 West 6th Avenue, Vancouver, BC CANADA, V6H 1A6 Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
  44. 44. Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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