November 4, 2011 Produced by Human 1.0Sponsored by DataXu& Society for New Communications Research
Agenda• About the Digital Marketing 2.0 Study• Selected Initial Findings• Discussion
About the Digital Marketing 2.0StudyThe Digital Marketing 2.0 Study is a collaborativeresearch effort between DataXu, SNCR and Human 1.0This presentation includes preliminary data as ofNovember 2, 2011The study incorporates an online survey conducted inOctober-November 2011, as well as opt-in interviews ofsurvey takersSurvey respondents include those in the management,marketing, communications, digital, IT, and social mediafunctions of their respective organizations.
73% of respondents report shift of budget fromtraditional advertising to digital in the past year Yes 27% No 73% Question: Has there been a shift in budget allocation from traditional marketing (TV, radio, print, out-of-home) to digital marketing at your company in the past twelve months?
The Amount of money shifting to digital marketing efforts isfor real Over 65% of respondents reporting a shift state that more than 25% of marketing budgets have shifted to digital Question: To what extent have budgets shifted from traditional marketing (TV, radio, print, out-of- home) to digital marketing at your company?
And of those witnessing the digital shift… 80 % of respondents expect the digital shift to continue Question: What shifts in budget allocations, if any, do you anticipate from traditional marketing (TV, radio, print, out-of-home) to digital marketing at your company in the next twelve months?
Top drivers of digital marketing shift Increased measurability Increased engagement Better ability to glean customer insightsQuestion: If theres been a shift of budget from traditional marketing to digital marketing in yourorganization, which characteristics of digital marketing have caused this shift? (Please select the topthree)
The new roles of digital marketers Almost 60% of organizations rely on marketing to make technology recommendations Question: Who of the following participates in the selection of digital marketing software/technology for your organization’s marketing department? (Please select all that apply)
Mobile is neck-and-neck with email as the topdigital marketing tools. Social, video and searchare in a tight race for second place. 25% 20% 15% 10% 5% 0% Video Mobile Social Display Email Gaming Search Question: Of the following types of digital marketing, please indicate which 3 you consider most valuable to your organization (Please select the top three)
Top barriers preventing the allocation of additional budgetto digital marketing. Lack of a single digital marketing platform Difficulty measuring effectiveness Complicated buying processQuestion: Which of the following factors most prevent the allocation of additional budget to digitalmarketing efforts in your company? (Please select the top three)
Customer data is everywhere, but 65% of respondents feel they aren’t making adequate use of the dataQuestion: One of the potential outcomes of digital marketing is the creation of large amounts ofcustomer data that can lead to insights (buying triggers, defection, demand identification) aboutyour customers. Do you feel your organization is making adequate use of the customer data itgathers?
Respondents identify three key challenges to developing insights and making real-time decisions using digital marketing data: Lack of analytic skills Lack of technology Insufficient budgetsQuestion: Which three of the following factors most significantly reduce your organizations’ ability tosuccessfully develop insights from digital marketing data and to act on them in real time? (Select the topthree)
To drive digital marketing efforts… Over 60% internal teams than agencies of organizations are relying more on And only 35% agree that IT is able to provide the tools they need to optimize their digital marketingQuestion: Please indicate how much you agree or disagree with the following statements
More organizations depend on in-house teams to driveperformance of digital marketing platforms. 35% 30% 25% 20% 15% 10% 5% 0% Agency of In-house team Agency trading Demand side Ad network Premium buys Data providers Other record desk (ATD) platform Question: Which three of the following partner and vendors have been the most effective in driving value for your digital campaigns over the past 12 months? (Please select the top three)
So what’s the hold up?60% agree that digital marketing can reduce acquisition costs However, a common issue is not being able to prove it to company leadership Question: please indicate how much you agree or disagree with the following statements
Over 55% of respondents say digital marketing is the number one driver for customer insights and acquisition, and that the customer data is valuable across the organization (outside of the digital marketing group) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree70%60%50%40%30%20%10%0% Digital marketing has the potential to provide a better understanding of my customers The customer data my organizations digital marketing activities generate are valuable behavior than other forms of marketing my organization uses to other executives and functions outside of my organizations digital marketing group Question: Please indicate how much you agree or disagree with the following statements. Please select one answer for each statement.
Moreover, the majority of respondents believe that customer data generated by digital marketing can dramatically improve their commercial success Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree60%50% Agree40% Strongly agree30%20%10%0% The effective use of the customer data generated by my organizations digital marketing has the potential to dramatically improve our commercial success Question: Please indicate how much you agree or disagree with the following statements. Please select one answer for each statement.
Organizations struggle to make real-time decisions and to pull insights from the large data sets created by digital marketing. Also, CMO and CIO teams aren’t always partnering effectively with marketing to use data to better understand the customer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree40%35%30%25%20%15%10%5%0% My digital marketing tools provide me with insights into The CIOs team and the CMOs team in my organization My IT groups analysis of digital marketing data on how demand for my organizations products and services have a true partnership in using data to better understand consumer behavior permits real-time business decisions vary in real-time (depending on time of day, for instance) the customer
Respondents identify the weakness of agencies in providing ROI information and real-time decision making, and express disappointment with agency-provided digital marketing technologies Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree70% Real-Time Insights Digital Mktg Tech60% ROI Data Analysis50%40%30%20%10%0% My agency provides me with the information My agency provides me with insights into I am sometimes disappointed by the quality My agencys analysis of digital marketing needed to confidently tell my leadership how demand for my organizations products of the digital marketing technologies that my data on consumer behavior permits real- which digital marketing efforts have the and services vary in real-time (depending agency provides to me time business decisions highest return on time of day, for instance) Question: Please indicate how much you agree or disagree with the following statements. Please select one answer for each statement.
In addition, more than 50% of respondents observe that agencies are behind in possessing digital marketing expertise, and struggle to meet their organizations’ digital marketing needs Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree60%50%40%30%20%10%0% My agency is often playing catch-up in possessing necessary digital marketing My agency has struggled in meeting my organizations digital marketing needs expertise Question: Please indicate how much you agree or disagree with the following statements. Please select one answer for each statement.