Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

[WEBINAR] The 2019 State of Digital Marketing

820 views

Published on

View the slides from our recent webinar, detailing insights from our report, "The 2019 State of Digital Marketing", presented by Omar Akhtar and Ted Moser. View the full report here: http://bit.ly/altimeter-2019-digital-marketing

Published in: Marketing
  • Be the first to comment

[WEBINAR] The 2019 State of Digital Marketing

  1. 1. Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute. The 2019 State of Digital Marketing WEBINAR OMAR AKHTAR RESEARCH DIRECTOR, ALTIMETER, A PROPHET COMPANY TED MOSER SENIOR PARTNER PROPHET
  2. 2. 2 Prophet helps clients generate uncommon growth in a digital age INNOVATION & EXPERIENCE BRAND & ACTIVATION ORGANIZATION & CULTURE MARKETING & SALES DIGITAL TRANSFORMATION OF…Focused on: Fueled by:  Research  Benchmarking  Strategy  Enablement  Design  Making  Technology  Data  Activation  Change  Insights  Analytics Interdisciplinary Support
  3. 3. 3 2019 State of Digital Marketing – Key Areas of Focus Intent: Why are digital marketers investing? Practices: What are digital marketers doing and learning? Enablement: How are digital marketers scaling?
  4. 4. Prophet Proprietary and confidential. Do not distribute. 4 Research methodology • Data is from Altimeter’s 2019 State of Digital Marketing benchmark survey, which surveyed 500 senior digital marketing executives in North America, Europe (France, UK and Germany) and China • Majority of respondents were from five industry verticals, technology, finance, manufacturing, healthcare and retail • Respondents were from companies with at least 1,000 employees • Results were also segmented by type of company (B2B vs B2C) and by marketing goal
  5. 5. 5 What use cases are driving Digital Marketing activity? • Brand-building • Always-on inbound nurture • Sales force productivity growth • Digital applications & services • Market-shaping • Long-tail customer acquisition • Channel partner enablement • Customer service • Product & solution launch / ramp • Account-based marketing / key account management • E–commerce • Simulation marketing (VR/AR) • Product & service Upsell / cross sell • Customer engagement and loyalty development • Location-based immersive experiences • Customer experience monitoring Brand & product marketing Customer relationship development Routes to market enablement Operational marketing
  6. 6. Prophet Proprietary and confidential. Do not distribute. 6 Top Digital Marketing Use Cases 5% 13% 20% 26% 37% Increase business/revenue with existing customers Increase awareness and positive sentiment around new products To deliver a high quality, unified customer experience across all digital channels Increase the number of new leads/customer prospects Increase brand awareness and brand health What is the primary goal for your digital marketing strategy? • North-American marketers were even more likely to report brand awareness as their top goal (40%), whereasChinese respondents listed increasing leads (36%) over brand awareness (31%) as their top priority. • Finance industry indicated that delivering a great customer experience was their top goal (26%). By contrast, healthcare rated customer experience as their lowest priority (7%) and over- indexed on brand awareness.
  7. 7. Investments in excellence can aim at different impact drivers Improvement Opportunities Process Excellence Touchpoint Quality Planning • Digital marketing strategies • Campaign concepts and planning • KPIs and impact attribution Insights • Journey & paths • Moments that matter • Account types / buyer segments • Recognition, assignment & scoring Best moves • If-then thresholds • Best move strategies • Move analytics/ ML integration Content • Role of content by persona and stage • Messages & customization • Content formats & experiences • Content analytics/ ML integration Media Mix • Channel strategies • Digital channel mix • Sales force/ GTM partner collaboration • Channel analytics/ ML integration OUTBOUND • Email • Ads • Social • Tele–sales • Sales touch • Partner touch INBOUND • Search • Chat • Social • Web • AI assistant • Mobile IN–USE • Hosted applications • Mobile apps • Digital service dashboards • IOT Systems
  8. 8. Prophet Proprietary and confidential. Do not distribute. 8 Top digital marketing initiatives in the next year 11% 12% 18% 30% 39% 41% 48% 50% 51% Support the sales teams with more data and content Invest in new digital marketing channels such as IoT, Beacons or AR/VR Restructure organization to follow a new digital marketing goal or strategy Increase the production of marketing content Use better techniques and technology to measure the impact of digital marketing Integrate multiple software systems to share customer data Hire more creative skills to scale content in new interactive formats Invest in technology that enables real-time delivery and personalization of data Use more data to create customized content that serves the customer journey Which of the following initiatives are your top priorities in the next 12 months? Real time personalization Content creation Data strategy Better organization Investing in new channels/innovation
  9. 9. Prophet Proprietary and confidential. Do not distribute. 9 Top Digital Marketing Challenges 19% 33% 46% 46% 47% 54% 55% Aligning multiple teams around a unified strategy Producing customized content based on customer data Getting investment/support from executive leadership Purchasing or integrating the right software Proving the business impact of digital marketing Scaling marketing innovation across business units and geographies Hiring the right skills/people Q: What are the top challenges for your digital marketing organization? • The difficulty of hiring the right people was felt more acutely by marketers in Europe (61%) • Manufacturing cited scaling innovation (61%) and proving the impact of digital marketing (60%) as their top challenges • Respondents that listed “brand awareness” as the top goal for their digital marketing efforts were also more likely to struggle with getting executive investment and support (62%)
  10. 10. Prophet Proprietary and confidential. Do not distribute. 10 Top Digital Marketing Metrics 17% 26% 44% 47% 48% 55% 61% Net Promoter Score Digital engagement (content interactions/shares/likes/downloads) Customer acquisition Leads Generated/Converted Brand Awareness/Brand Health Direct revenue (e-commerce or sales) Customer Loyalty/Customer Lifetime Value Q4:What are the primary metrics you use to measure digital marketing success? • In China, the focus on CLV was even more pronounced, with 75% of respondents citing it as the top metric for their digital marketing efforts. I • In NorthAmerica, direct revenue (63%) was rated slightly ahead of CLV.
  11. 11. Prophet Proprietary and confidential. Do not distribute. 11 2019 State of Digital Marketing Intent: Why are digital marketers investing? Practices: What are digital marketers doing and learning? Enablement: How are digital marketers scaling?
  12. 12. Prophet Proprietary and confidential. Do not distribute. 12 Shifts in Segmentation Techniques 2% 61% 64% 68% 78% We do not currently use customer segmentation for digital marketing Based on their psychographic profiles (based on attitudes/beliefs/values) Based on their propensity to buy a certain product Based on their demographic data Based on their online/digital behavior How do you currently segment your target customers? • 80% of North-American marketers said they used demographic data to segment their target customers, compared to only 53% of marketers in Europe and 47% in China. • Respondents who cited brand awareness as the top goal were more likely to use demographic data (76%) than were those who focused on product awareness (58%) and CLV (38%) as their biggest priorities.
  13. 13. Prophet Proprietary and confidential. Do not distribute. 13 Benchmarking Mature Digital Marketing Practices 1% 5% 32% 62% No, we have not, and have no plan to do so No, but we plan to do so in the next 6 months We are currently in the process of building the digital customer journey Yes, we have fully mapped the digital customer journey across all digital touchpoints Q: Have you mapped a digital customer journey and clickstream that charts customer interactions on every digital channel? 1% 6% 31% 62% No, we have not, and have no plan to create one No, but we are currently in the process of creating the framework Yes, we have created a content customization framework, but it is only used on one or two channels Yes, we have created a content customization framework that is currently being used on all digital channels Q: Have you created a content customization framework that specifies what type of content should be delivered to each customer segment? 1% 5% 29% 65% No, we have not, and have no plan to do so No, but we are currently in the process of creating the testing framework and process Yes, we have identified testing and learning opportunities, but they are limited to one or two… Yes, we have identified testing and learning opportunities in multiple points along the digital… Q: Have you identified opportunities in your digital marketing operations to test content formats, offers or messaging? • Sixty percent of North-American marketers reported their companies have mapped a multi-channel digital customer journey, compared to only 48% in Europe and 56% in China. • 73% of North-American marketers reported identifying such opportunities, compared to 54% and 52% of marketers in Europe and China respectively.
  14. 14. Prophet Proprietary and confidential. Do not distribute. 14 Most effective digital marketing channels 14% 15% 27% 28% 42% 48% 56% 69% Email Mobile app Online video Native ads Paid search Display advertising Company website Social media (organic + advertising) Q: Which channels are the most effective or deliver the best ROI for your digital marketing strategy? • China was the only region where respondents rated their companies’ websites as more effective than social media. • A reliance on social media was particularly pronounced in the technology industry, where 80% of respondents rated it as their top channel. • Despite its low rating overall, email was ranked highly (33%) by marketers at companies where CLV is the top goal for their digital marketing efforts. In contrast, marketers at companies that focused on brand awareness rated email at the bottom of the list (8%).
  15. 15. Prophet Proprietary and confidential. Do not distribute. 15 Real-time personalization capabilities 19% 16% 16% 16% 11% 45% 46% 44% 42% 40% 36% 37% 40% 42% 49% Display advertising Social media (organic + advertising) Email Mobile app Company website Q: Please rate your ability to do real-time personalization in each of the following channels. Low - Currently do not do personalization Medium - In process of implementing personalization High - Executing personalization at optimal levels
  16. 16. Prophet Proprietary and confidential. Do not distribute. 16 Top data sources for personalization 0% 40% 57% 58% 58% 69% 72% We do not create data-based content Third-party databases Customer service/call-center records Customer surveys/research CRM systems Social media metrics Website analytics Q: What are the primary data sources you use to deliver personalized messages and content on your digital marketing channels? • Chinese respondents were more likely to use CRM systems (61%) or call- center records (61%) to personalize content • Marketers at healthcare companies also reported high rates of CRM and call- center data use (70% for both) along with web analytics (75%)
  17. 17. Prophet Proprietary and confidential. Do not distribute. 17 2019 State of Digital Marketing Intent: Why are digital marketers investing? Practices: What are digital marketers doing and learning? Enablement: How are digital marketers scaling?
  18. 18. Investments in enablement can drive excellence Team empowerment • Organization • Process • Skills • Culture Platform effectiveness • Technology platform(s) strategy & governance • Data strategy & governance
  19. 19. Prophet Proprietary and confidential. Do not distribute. 19 Primary marketing technology platforms and challenges 0.6% 1.6% 2.2% 4% 5% 18% 20% 22% 26% Other (Please specify) Hubspot SAS Marketo SAP IBM Oracle Marketing Cloud Adobe Marketing Cloud Salesforce Marketing… Q: Which one of the following martech platforms is the primary software for your digital marketing strategy? 4% 11% 17% 17% 20% 31% Lack of customer support and resources Not utilizing the full features/capability of the… Lack of skills to operate Budget Long time to see a return on investment Integration Q: What are the biggest challenges in effectively using marketing technology? • Salesforce and Adobe were neck-in-neck in NorthAmerica (27% and 26%, respectively), but Salesforce and IBM were well ahead in Europe.And marketers in China ratedOracle (29%) ahead of everyone else. • Marketers that cited brand awareness as their top goal for digital marketing were more likely to use Adobe (33%) than Salesforce (25%). Meanwhile, IBM (38%) was the top choice for marketers who focus on CLV. Oracle and Salesforce (24%) tied for top choice for marketers who cited customer experience as their top goal.
  20. 20. Prophet Proprietary and confidential. Do not distribute. 20 Adoption of new technologies and innovations 22% 27% 11% 9% 11% 6% 41% 35% 39% 38% 35% 37% 37% 37% 50% 53% 55% 57% Augmented Reality/Virtual Reality Beacons Internet of Things Machine learning/AI for content personalization/product recommendation Voice/smart assistant Digital screens Q: Please indicate whether you currently use or plan to use the following new technologies. Not currently using Plan to use in the next 18 months Currently using
  21. 21. Prophet Proprietary and confidential. Do not distribute. 21 Top Digital Marketing Skills 6% 8% 26% 28% 28% 29% 29% 31% 36% 38% 41% Paid media/programmatic advertising SEO/SEM expertise Social media listening, publishing and advertising Program/project management Graphic design Content editing and writing Coding/development Video production and editing User Experience design Marketing automation/software expertise Data analysis Q: What are the most desired skills for your digital marketing hires in 2019-2020? • China was the only region where data analysis wasn’t the most desired skill in new hires. Instead, User Experience (UX) design skills were far more in-demand (52%). • UX design was also a top choice for hiring marketers in the retail industry (40%)— an e- commerce heavy vertical — and in healthcare (42%).
  22. 22. Prophet Proprietary and confidential. Do not distribute. 22 Looking forward Questions? Omar Akhtar oakhtar@ altimetergroup.com Ted Moser tmoser@prophet.com Next Report? Organizational Models for Digital Marketing Want to Improve? Prophet and Altimeter help clients to gain a Digital Marketing Advantage through systematic capability development
  23. 23. 23 Prophet supports systematic digital marketing excellence BEST PRACTICE ADOPTION by opportunityBEST PRACTICE RESULTS by opportunity DIAGNOSTIC & ROAD MAP IN-MARKET PILOTS COMPETE EXCEL OUTPERFORM LAG Best Practice Adoption Best Practice Results AGILE IMPROVEMENT C0- EXECUTION TRAINING & MENTORING COE & COMMUNITY TRANSFORMATION MANAGEMENT & OPTIMIZATION INVESTMENT & RETURNS AGILE PMO & COMMS GOVERNANCE & (RE)FOCUS STRATEGIC FOCUS & OPERATING MODEL OPERATING MODEL DESIGN OPPORTUNITY PRIORITIZATION BUSINESS CASE FOR INVESTMENT Advantage by opportunity…    
  24. 24. Thank you OMAR AKHTAR RESEARCH DIRECTOR, ALTIMETER, A PROPHET COMPANY oakhtar@altimtergroup.com TED MOSER SENIOR PARTNER PROPHET tmoser@prophet.com
  25. 25. Prophet Proprietary and confidential. Do not distribute. 25 http://bit.ly/altimeter-2019-digital-marketing To learn more, download the full report

×