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2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
2011 State of Digital Marketing Report
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2011 State of Digital Marketing Report

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  • 1. STATE OF DIGITAL MARKETING REPORT 2011
  • 2. © 2011 This report contains results of the first annual Webmarketing123 State of Digital Marketing Survey, which spans across the areas of Search Engine Optimization (SEO), Pay-Per-Click (PPC), and Social Media Marketing. Over 500 marketing professionals – two thirds B2B, and the rest B2C – completed the survey. The results show that while lead generation and sales are the top two most important objectives of digital marketing, SEO makes the biggest impact on lead generation across the board. • B2B: 46.4% of participants say the most important objective is to generate leads. • B2C: 39.9% of participants say the most important objective is to generate sales. • SEO makes the biggest impact on lead generation for both B2B and B2C, followed by PPC, and Social Media. Not surprisingly, more companies outsource PPC than SEO, and a whopping 84.8% keep Social Media Marketing in-house. And speaking of Social Media, Facebook is the leading social network by far, with Twitter slightly surpassing LinkedIn: • 75.3% of B2C companies are the most active on Facebook, followed by 8.4% on Twitter and 6.2% on LinkedIn. • B2B companies are active more evenly across all three leading networks: 34.6% Facebook, 25.6% Twitter, and 25.3% LinkedIn. 68.4% of marketers surveyed say they have generated leads from social media sites, with over 55% of them having closed deals from social media leads. Because of this success, 60% of respondents plan to increase social media marketing budget in 2012, compared to 53.1% for SEO and 40.2% for PPC. For more information, please continue with the pages that follow. Executive Summary B2B B2C WHICH MAKES THE BIGGEST IMPACT ON YOUR LEAD GENERATION GOALS? 57.4%24.8% 17.9% SEOPPC SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 41.0% 34.2% 24.8% SEO PPC
  • 3. © 2011 Respondent Demographics: Industry and Company Size U.S. RESPONDENTS WHO PARTICIPATED IN THIS SURVEY? 66.9% B2B MARKETERS 33.1% B2C MARKETERS 0% 5% 10% 15% 20% 25% 30% B2B Over 1,000 201–1,000 51–200 11–50 1–10 14.3% 21.5% 22.7% 14.4% 27.1% 22.6% 13.0% 21.0% 22.9% 20.5% B2C HOW MANY EMPLOYEES WORK AT YOUR COMPANY? 500+
  • 4. © 2011 Q1 WHAT IS THE MOST IMPORTANT OBJECTIVE OF YOUR DIGITAL MARKETING PROGRAMS? 0% 0%10% 10%20% 20%30% 30%40% 40%50% 50% B2B B2C BUILD BRAND AWARENESS 15.3% BUILD BRAND AWARENESS 16.9% BUILD ONLINE COMMUNITY 5.0% BUILD ONLINE COMMUNITY 2.8% GENERATE SITE TRAFFIC 11.1% GENERATE SITE TRAFFIC 17.4% GENERATE LEADS 46.4% GENERATE LEADS 23.0% GENERATE SALES 22.2% GENERATE SALES 39.9% Lead and sales generation activities dominate as the most important objectives for digital marketing campaigns
  • 5. © 2011 Q2 HOW DO YOU MEASURE THE SUCCESS OF YOUR DIGITAL MARKETING PROGRAMS? 0% 0%20% 20%40% 40%60% 60%80% 80% B2B B2C WEBSITE TRAFFIC 73.9% WEBSITE TRAFFIC 79.8% WEBSITE CLICK- THROUGH RATE 64.7% WEBSITE CLICK- THROUGH RATE 68.0% CALL-TO-ACTION CONVERSIONS 47.2% CALL-TO-ACTION CONVERSIONS 47.8% LEAD GENERATION 69.2% LEAD GENERATION 46.1% BRAND AWARENESS 25.0% BRAND AWARENESS 37.1% SALES 62.5% SALES 68.5% Website traffic is the common denominator of success across both B2B and B2C digital media campaigns
  • 6. © 2011 Q3 WHICH MAKES THE BIGGEST IMPACT ON YOUR LEAD GENERATION GOALS? 57.4% 41.0% 24.8% 34.2% 17.9% 24.8%SEO SEO PPC PPC SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING B2B B2C Over 75% of digital marketing impact is derived from SEO and PPC activities
  • 7. © 2011 Q4 IN WHICH SOCIAL NETWORK IS YOUR BRAND MOST ACTIVE? 34.6% 75.3% 25.6% 2.8% 7.9% 6.2% 8.4% 2.2% 25.3% 11.7% FACEBOOK FACEBOOK TWITTER LINKEDIN WE DO NOT USE SOCIAL NETWORKS WE DO NOT USE SOCIAL NETWORKS LINKEDIN TWITTER OTHER OTHER B2B B2C B2B companies are active evenly across the three leading social media networks (35% Facebook, 26% Twitter, and 25% LinkedIn), while 75% of B2C companies are the most active on Facebook
  • 8. © 2011 Q5 HAVE YOU EVER GENERATED LEADS FROM SOCIAL MEDIA SITES (B2B and B2C)? FACEBOOK 47.0% LINKEDIN 34.8% TWITTER 33.8% NEVER! 31.6% 68% of marketers have generated leads from at least one of the three major social media platforms
  • 9. © 2011 Q6 HAVE YOU EVER GENERATED LEADS FROM SOCIAL MEDIA SITES (B2B vs. B2C)? YES, FACEBOOK YES, TWITTER NONE OF THE ABOVE YES, LINKEDIN 35.1% 73.0% 44.6% 12.0% 31.6% 40.0% 35.3% 23.0% B2B B2C 0% 20% 40% 80%60% On social media channels, B2C marketers consider Facebook the most likely source for sales generation, while B2B marketers rely on LinkedIn for producing lead flow
  • 10. © 2011 Q7 HAVE YOU EVER CLOSED DEALS FROM THE SOCIAL MEDIA LEADS YOU GENERATED? FACEBOOK 40.7% LINKEDIN 21.1% TWITTER 20.1% While 68% of marketers surveyed say they have generated from social media sites, 55% have closed deals from social media leads
  • 11. © 2011 Q8 WHERE DO YOU CURRENTLY ALLOCATE THE MAJORITY OF YOUR DIGITAL MARKETING BUDGET? 42.5% 27.8% 15.0% 15.0% 8.0% 16.3% 13.0% 9.5% 21.5% 33.3% PPC PPC SOCIAL MEDIA MARKETING EQUALLY ACROSS ALL CHANNELS EQUALLY ACROSS ALL CHANNELS SOCIAL MEDIA MARKETING WE DO NOT INVEST IN ANY OF THESE CHANNELS WE DO NOT INVEST IN ANY OF THESE CHANNELS SEO SEO B2B B2C As expected, B2B marketers invest 1/3 of their digital budgets on SEO activities, while B2C marketers invest most heavily in PPC
  • 12. © 2011 Q9 HOW DO YOU CURRENTLY ALLOCATE YOUR DIGITAL MARKETING BUDGET? 1-10 201-1,00011-50 OVER 1,000 SEO SOCIAL MEDIA MARKETING EQUALLY AMONGST ALL CHANNELS WE DO NOT INVEST IN ANY OF THESE CHANNELS PPC 39.2% 18.6% 14.4% 9.3% 18.6% 31.3% 27.0% 13.9% 13.9% 13.9% 29.1% 38.5% 11.5% 12.2% 8.8% 24.2% 45.1% 7.7% 11.0% 12.1% 25.8% 34.4% 9.4% 15.6% 14.8% 51-200 0% 10% 20% 30% 50%40% Broken down by company size, SEO and PPC continue to lead the way in digital marketing budget allocation
  • 13. © 2011 Q10 HOW WILL YOU ADJUST YOUR DIGITAL MARKETING BUDGET IN 2012? INCREASE DECREASESTAY THE SAME SEO PPC SOCIAL MEDIA MARKETING 53.1% 40.2% 3.6% 9.3% 4.1% 60.0% 36.0% 50.5% 43.4% Marketers are planning on increasing their budgets across the board moving into 2012, with Social Media expected to see the biggest increase in investment
  • 14. © 2011 Q11 WHICH TOPIC DO YOU WISH TO LEARN MORE ABOUT? SEO PPC SOCIAL MEDIA MARKETING OVERALL CROSS- PROMOTIONAL DIGITAL STRATEGY 38.1% 29.1% 45.9% 62.1% 0% 20% 40% 80%60% As marketers continue to see the effectiveness of digital media, they are curious to learn how all digital channels can be leveraged to produce an integrated, cross-channel strategy
  • 15. © 2011 The first annual Webmarketing123 State of Digital Marketing Survey was conducted online between August and September 2011. Over 500 U.S. participants completed the survey – all individuals who responded to an email invitation sent to a registered list of marketing professionals. Participants answered questions using an online survey tool and the response data is available only in aggregate form. For more information about the survey, please contact marketingteam@webmarketing123.com. About This Survey ABOUT Webmarketing123 Webmarketing123 is a digital marketing agency that helps clients convert online visibility into measurable results. Webmarketing123’s proven digital marketing methodology is designed to drive your company’s online success. We start by understanding what winning means to your business and where your current challenges lie. Our approach is customized to bring together the power of Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing (SMM) to create remarkable, results-driven marketing programs. CONNECT WITH US Webmarketing123.com 800.619.1570 Sign Up for the Weekly Webinars Request A Free, Customized Site Analysis Register Now > Request Now > Twitter.com/webmarketing123 Facebook.com/webmarketing123 Linkedin.com/company/webmarketing123

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