2014 Digital Marketing Landscape Study: The Power of Digital Experiences

2014 Digital Marketing Landscape:
The Power of Digital Experiences

Benchmark Study Results
Sponsored by:

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

Today’s Agenda
§ 

Background

§ 

Findings

§ 

Conclusions

§ 

Next Steps

§ 

Q&A

#DigitalMarketing


Today’s Presenters:

#DigitalMarketing

Jessica Collier

Marketing Communications Director
ion interactive

Jerry Rackley

Chief Analyst
Demand Metric


Study Sponsor

#DigitalMarketing

!

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

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

Customer
experience as the
core of marketing

#DigitalMarketing

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

Study Background

#DigitalMarketing

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

Survey
§ 

Demand Metric & Ascend2 communities invited to participate

§ 

600+ complete & partial responses

§ 

Data analysis using SPSS

§ 

Only statistically signiﬁcant ﬁndings reported

#DigitalMarketing

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

Study Findings

#DigitalMarketing

Digital Marketing Context

Digital Marketing is a means to an end, and that is increasingly
becoming a memorable experience.

#DigitalMarketing

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

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

Digital Experience Creation Priority
40%

35%

35%
30%

30%

24%

25%
20%
15%
8%

10%
5%

3%

0%
Very low

Low

Moderate

High


Very high

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


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%


80%

90%

100%

Sophistication of Digital Experiences
Very advanced,
7%

Very basic, 10%

Advanced, 15%
Basic, 26%

Mid-range, 42%

#DigitalMarketing

Sophistication & Brand Perception Inﬂuence
100%
81%

91%

80%
60%
50%

Negative or none
Favorable

40%
20%
20%

9%

0%
Basic

Mid-range

Advanced


#DigitalMarketing

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

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


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%


100%

120%

Satisfaction with Digital Experience Benefits
Very satisfied, 7%

Satisfied, 44%

Very dissatisfied,
3%

Dissatisfied, 10%

Neutral, 36%

#DigitalMarketing

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

#DigitalMarketing

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

#DigitalMarketing

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

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%


60%

70%

80%

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%


50%

60%

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


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%


60%

70%

80%

Ideal Dashboard
ü  Traﬃc
ü  Financial
ü  Engagement

#DigitalMarketing

Conclusions

#DigitalMarketing

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

We need to step up our digital marketing
game – now what?

#DigitalMarketing

“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

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

#DigitalMarketing

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

Learn more:

ioninteractive.com
info@ionteractive.com
#DigitalMarketing

Q&A

#DigitalMarketing

For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation

#300 - 1275 West 6th Avenue, Vancouver, BC CANADA, V6H 1A6

2014 Digital Marketing Landscape Study: The Power of Digital Experiences

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