1) Marketers are looking to bridge the gap between data analysis and taking action based on insights from customer data. Many have abundant data but struggle to use it effectively.
2) Marketers are increasingly letting customers lead interactions through inbound marketing like websites and call centers, responding to customer-initiated contacts.
3) Marketers see online customer behavior data from websites as highly valuable for understanding customers and will increase use of this data in campaign decision-making. Leveraging different data sources is key to improving personalization.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
The document provides guidance on best practices for using data in marketing campaigns. It emphasizes that a continuous cycle of data planning, analysis, management, delivery and reporting should drive the campaign process. Marketers need to ask questions about current data, data collection tools, integrating different data sources, adhering to legislation, and developing an overall data strategy. Building a data strategy involves researching the market, educating stakeholders, enhancing existing data, and exploiting data to its full potential.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
Getting Started with Marketing MeasurementC.Y Wong
This document provides an introduction to marketing metrics for B2B marketers. It discusses the importance of measurement and analytics in today's marketing world. The summary focuses on two categories of metrics: revenue metrics that demonstrate marketing's impact on revenue and profit for executives, and program metrics that gauge campaign performance for internal use. Revenue metrics track leads and opportunities through the funnel to closed deals, while program metrics benchmark activities like email opens, website traffic, and social media engagement.
This whitepaper discusses the challenges of accurate marketing attribution and analyzes different attribution models. It notes that while analytics spending is rising, many brands still rely on simplistic rules-based attribution models that likely distort the true value of marketing tactics. These models make broad assumptions rather than being evidence-based. The whitepaper argues effective attribution requires a custom, algorithmic approach based on analyzing clean, high-quality data to understand causality across marketing events and customer characteristics.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
The document provides guidance on best practices for using data in marketing campaigns. It emphasizes that a continuous cycle of data planning, analysis, management, delivery and reporting should drive the campaign process. Marketers need to ask questions about current data, data collection tools, integrating different data sources, adhering to legislation, and developing an overall data strategy. Building a data strategy involves researching the market, educating stakeholders, enhancing existing data, and exploiting data to its full potential.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
Getting Started with Marketing MeasurementC.Y Wong
This document provides an introduction to marketing metrics for B2B marketers. It discusses the importance of measurement and analytics in today's marketing world. The summary focuses on two categories of metrics: revenue metrics that demonstrate marketing's impact on revenue and profit for executives, and program metrics that gauge campaign performance for internal use. Revenue metrics track leads and opportunities through the funnel to closed deals, while program metrics benchmark activities like email opens, website traffic, and social media engagement.
This whitepaper discusses the challenges of accurate marketing attribution and analyzes different attribution models. It notes that while analytics spending is rising, many brands still rely on simplistic rules-based attribution models that likely distort the true value of marketing tactics. These models make broad assumptions rather than being evidence-based. The whitepaper argues effective attribution requires a custom, algorithmic approach based on analyzing clean, high-quality data to understand causality across marketing events and customer characteristics.
No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.
But for those of us behind the wheel of continuous tracking, that's how it feels at the moment. We are still moving forward well enough, but signs we pass along the road are warning of tough conditions ahead. Are the wheels really going to fall off around the next bend?
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
This document provides an overview of digital influence and how businesses can identify and engage influential consumers on social media. It discusses how influence is difficult to measure precisely with social media scores alone. The document outlines an influence action plan for businesses to define desired outcomes and identify the right influencers to work with. It also provides case studies of companies experimenting with digital influence programs and a guide to available influence software tools.
The document summarizes the key findings of a technology marketing benchmark survey from 2011. It found that most respondents saw demonstrating return on investment as essential to defining marketing strategy. While economic conditions were challenging, marketing budgets and team sizes increased over the previous year and were expected to continue growing. Email, events, and public relations were the most commonly used and effective marketing tools. Marketers saw a need to invest more in digital techniques but faced barriers like lack of resources and pressure to show ROI.
The Key To Successful Cross-Channel MarketingC.Y Wong
The document discusses a study on cross-channel marketing conducted by Forrester Consulting. Key findings include:
1) Most marketers believe in cross-channel integration but still face challenges in understanding customer interactions across channels and managing execution.
2) Marketers rely on multiple technologies for cross-channel support but report that current tools have shortcomings like lacking cross-channel analytics and measurement.
3) Marketers were segmented into four levels of sophistication based on measurement, organization, technology use, and data capabilities. More sophisticated marketers integrate more channels and face fewer challenges.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Driving Conversions in a Multi-Channel World: Jordan CohenVivastream
The document discusses strategies for driving conversions in a multichannel marketing world. It notes that marketing has become more complex as customers use multiple channels. It recommends integrating marketing across social media, email, display ads, mobile apps, and other channels. The document also stresses the importance of personalizing marketing messages using customer data to segment audiences and tailor content. Specific tactics discussed include welcome emails for new customers, social media promotions, print inserts, mobile messaging, and using urgency and exclusivity to encourage purchases.
Anti Hype: Measuring What Counts for Your Business in Social MediaDave Wieneke
The document provides guidance on measuring social media effectiveness for businesses. It discusses how measurement is vital for understanding social return on investment. Various metrics are presented for segmenting social media traffic and attributing leads to specific keywords and sources. The document emphasizes connecting social media metrics to marketing goals and departments within an organization. It provides tips on setting goals, tagging links, and gaining greater visibility for social media efforts.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
This document discusses how Havas Media Group uses their Artemis Attribution tool to help marketers optimize their media mix across paid, owned, and earned media channels. The tool uses agent-based modeling and large datasets to simulate consumer behavior and measure the impact of different marketing strategies. Three case studies are presented: [1] For a CPG marketer, analyzing how growing their Facebook fan base could increase sales; [2] For an ecommerce marketer, determining how to maximize sales from their most profitable customer segments through social media; [3] For a finance marketer, understanding how to increase online insurance applications through an integrated media strategy. Havas recommends their approach to help marketers understand attribution across channels and experiment with
The document discusses media planning and optimization using data-driven marketing techniques. It describes how media mix modeling and media attribution analysis can be used to predict future media performance and analyze past performance to inform optimal channel strategies and mix. Agent-based modeling is recommended to simulate consumer behavior under different media scenarios to test and optimize media spending. Case studies demonstrate how these techniques can boost marketing ROI.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
Presentation deck from a webinar with Comcast Business and Entrepreneur about collecting and using customer and prospect data to provide the best experience for customers.
SOTI, Presented by OpenX: Programmatic + Premium: Current Practices and Futur...Digiday
Digiday and OpenX fielded a study among industry insiders to understand the current state and future trends of programmatic premium. During this session, we’ll share the results of the study and you'll discover how committed publishers and buyers are to engaging in programmatic trade, the challenges that need to be addressed and plans for continued investment in the year ahead.
Presenter: Qasim Saifee, general manager, OpenX Market
Measuring social media impact across every channelEvgeny Tsarkov
This document discusses measuring the impact of social media marketing. It begins with an agenda that includes frameworks for marketing attribution and how to use Google Tag Manager and Wildfire to track social media impact. Several frameworks for marketing attribution are presented, including top-down and bottom-up approaches. The remainder of the document discusses mapping the customer journey and how social data can provide insights across various stages from awareness to advocacy. Case studies are provided to demonstrate how various companies have measured social media impact.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
DPS: SOTI, Presented by OpenX: Programmatic + Premium: Current Practices and ...Digiday
Digiday and OpenX fielded a study among industry insiders to understand the current state and future trends of programmatic premium. During this session, we’ll share the results of the study and you'll discover how committed publishers and buyers are to engaging in programmatic trade, the challenges that need to be addressed and plans for continued investment in the year ahead.
Presenter: Qasim Saifee, general manager, OpenX Market
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
This document summarizes the key findings of an annual marketing survey. It identifies 11 major marketing trends for 2011, including marketers focusing on improving integration between data analysis and campaign execution, letting customers lead through inbound interactions, and leveraging online behavioral data. Other trends include keeping email relevant through better segmentation/targeting, treating mobile as multiple channels, and adopting an integrated marketing suite to improve effectiveness. The majority of marketers agree that an integrated approach across channels is needed to achieve interactive marketing.
No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.
But for those of us behind the wheel of continuous tracking, that's how it feels at the moment. We are still moving forward well enough, but signs we pass along the road are warning of tough conditions ahead. Are the wheels really going to fall off around the next bend?
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
This document provides an overview of digital influence and how businesses can identify and engage influential consumers on social media. It discusses how influence is difficult to measure precisely with social media scores alone. The document outlines an influence action plan for businesses to define desired outcomes and identify the right influencers to work with. It also provides case studies of companies experimenting with digital influence programs and a guide to available influence software tools.
The document summarizes the key findings of a technology marketing benchmark survey from 2011. It found that most respondents saw demonstrating return on investment as essential to defining marketing strategy. While economic conditions were challenging, marketing budgets and team sizes increased over the previous year and were expected to continue growing. Email, events, and public relations were the most commonly used and effective marketing tools. Marketers saw a need to invest more in digital techniques but faced barriers like lack of resources and pressure to show ROI.
The Key To Successful Cross-Channel MarketingC.Y Wong
The document discusses a study on cross-channel marketing conducted by Forrester Consulting. Key findings include:
1) Most marketers believe in cross-channel integration but still face challenges in understanding customer interactions across channels and managing execution.
2) Marketers rely on multiple technologies for cross-channel support but report that current tools have shortcomings like lacking cross-channel analytics and measurement.
3) Marketers were segmented into four levels of sophistication based on measurement, organization, technology use, and data capabilities. More sophisticated marketers integrate more channels and face fewer challenges.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Driving Conversions in a Multi-Channel World: Jordan CohenVivastream
The document discusses strategies for driving conversions in a multichannel marketing world. It notes that marketing has become more complex as customers use multiple channels. It recommends integrating marketing across social media, email, display ads, mobile apps, and other channels. The document also stresses the importance of personalizing marketing messages using customer data to segment audiences and tailor content. Specific tactics discussed include welcome emails for new customers, social media promotions, print inserts, mobile messaging, and using urgency and exclusivity to encourage purchases.
Anti Hype: Measuring What Counts for Your Business in Social MediaDave Wieneke
The document provides guidance on measuring social media effectiveness for businesses. It discusses how measurement is vital for understanding social return on investment. Various metrics are presented for segmenting social media traffic and attributing leads to specific keywords and sources. The document emphasizes connecting social media metrics to marketing goals and departments within an organization. It provides tips on setting goals, tagging links, and gaining greater visibility for social media efforts.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
This document discusses how Havas Media Group uses their Artemis Attribution tool to help marketers optimize their media mix across paid, owned, and earned media channels. The tool uses agent-based modeling and large datasets to simulate consumer behavior and measure the impact of different marketing strategies. Three case studies are presented: [1] For a CPG marketer, analyzing how growing their Facebook fan base could increase sales; [2] For an ecommerce marketer, determining how to maximize sales from their most profitable customer segments through social media; [3] For a finance marketer, understanding how to increase online insurance applications through an integrated media strategy. Havas recommends their approach to help marketers understand attribution across channels and experiment with
The document discusses media planning and optimization using data-driven marketing techniques. It describes how media mix modeling and media attribution analysis can be used to predict future media performance and analyze past performance to inform optimal channel strategies and mix. Agent-based modeling is recommended to simulate consumer behavior under different media scenarios to test and optimize media spending. Case studies demonstrate how these techniques can boost marketing ROI.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
Presentation deck from a webinar with Comcast Business and Entrepreneur about collecting and using customer and prospect data to provide the best experience for customers.
SOTI, Presented by OpenX: Programmatic + Premium: Current Practices and Futur...Digiday
Digiday and OpenX fielded a study among industry insiders to understand the current state and future trends of programmatic premium. During this session, we’ll share the results of the study and you'll discover how committed publishers and buyers are to engaging in programmatic trade, the challenges that need to be addressed and plans for continued investment in the year ahead.
Presenter: Qasim Saifee, general manager, OpenX Market
Measuring social media impact across every channelEvgeny Tsarkov
This document discusses measuring the impact of social media marketing. It begins with an agenda that includes frameworks for marketing attribution and how to use Google Tag Manager and Wildfire to track social media impact. Several frameworks for marketing attribution are presented, including top-down and bottom-up approaches. The remainder of the document discusses mapping the customer journey and how social data can provide insights across various stages from awareness to advocacy. Case studies are provided to demonstrate how various companies have measured social media impact.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
DPS: SOTI, Presented by OpenX: Programmatic + Premium: Current Practices and ...Digiday
Digiday and OpenX fielded a study among industry insiders to understand the current state and future trends of programmatic premium. During this session, we’ll share the results of the study and you'll discover how committed publishers and buyers are to engaging in programmatic trade, the challenges that need to be addressed and plans for continued investment in the year ahead.
Presenter: Qasim Saifee, general manager, OpenX Market
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
This document summarizes the key findings of an annual marketing survey. It identifies 11 major marketing trends for 2011, including marketers focusing on improving integration between data analysis and campaign execution, letting customers lead through inbound interactions, and leveraging online behavioral data. Other trends include keeping email relevant through better segmentation/targeting, treating mobile as multiple channels, and adopting an integrated marketing suite to improve effectiveness. The majority of marketers agree that an integrated approach across channels is needed to achieve interactive marketing.
This document summarizes 10 key online marketing trends for 2010 based on a survey of 155 marketers. The trends include: 1) Marketing budgets and focus continuing to shift online. 2) Marketers working harder to keep email relevant. 3) Search remaining an important channel but growing in complexity. 4) Increased use of website targeting and personalization. 5) Proliferation and adoption of emerging online channels like mobile and social media. 6) Mobile marketing growing in significance. 7) Increased use of social media marketing. 8) Efforts to unify web analytics across channels. 9) Adoption of on-demand marketing solutions to overcome IT bottlenecks. 10) Personas becoming a mainstream tactic.
The document summarizes key findings from a survey of 253 corporate marketing decision makers regarding their use of data, digital tools, and marketing ROI measurement. Some of the main findings include:
1) While 91% of marketers believe using customer data is important, many are not collecting the right types of data like mobile or social media data, or are not sharing data effectively across organizations.
2) Marketers have widely adopted new digital tools like social media marketing but are struggling to measure their effectiveness, especially in comparing across different channels.
3) Defining and measuring marketing ROI remains a challenge, with 37% not including financial outcomes in their definition and 57% not basing budgets on ROI analysis. Significant
Marketing roi in the era of big data 2012Zenith España
The document summarizes findings from a 2012 study on marketing practices among large corporations. Some key findings include:
1) While 91% of marketers believe using customer data is important, many are not collecting the right types of data like mobile or social media data. Data is also often not collected frequently enough.
2) Marketers recognize the need to share data across organizations but 51% say lack of data sharing is a barrier to measuring marketing ROI.
3) New digital marketing tools like social media and mobile ads are widely used but often not tied to financial metrics. Comparing effectiveness across channels is also a major challenge.
4) Defining and measuring marketing ROI remains difficult as 37% of
This document summarizes the findings of a study on marketing ROI and data usage among large corporate marketers. Some key findings include:
1) While 91% of marketers believe successful brands use customer data to drive decisions, many are not collecting the right types of data like mobile or social media data as frequently as traditional demographic data.
2) Marketers have adopted many new digital marketing tools but struggle to measure their effectiveness, with only 14% tying social media marketing and 17% tying mobile ads to financial metrics.
3) Comparing the effectiveness of different digital marketing channels is a major challenge for 60% of companies due to different engagement metrics used for each channel.
4) Over half of market
1) The document summarizes the findings of a survey of 361 marketing executives and managers about online marketing measurement.
2) It found that marketers are demanding more rigorous online measurement tools to determine the return on investment and effectiveness of marketing spending. Being able to prove the value of online marketing through data helped it survive the economic downturn.
3) However, many marketers are still not taking a holistic approach to measurement and examining overall campaign performance. More frequent measurement and adjusting campaigns based on data is correlated with greater success.
This document discusses the impact of technology on the future of marketing. It notes that while marketing fundamentals have not changed, technology has transformed the practice of marketing as dollars increasingly migrate online. Most companies have increased their online marketing spending in recent years. However, marketers face challenges in obtaining an integrated view of customers across online touchpoints and interpreting the resulting data. To address this, the document recommends that marketers adopt technology-enabled collaboration, multichannel marketing, and personalization to deliver optimized customer experiences and drive revenue.
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...Vivastream
The document summarizes a study that found most marketers see customer centricity as an aspirational goal but have not achieved it in reality. While marketers believe they have strong customer-centric capabilities, few can actually measure results at the customer level. Additionally, most struggle with integrating customer data from different sources and measuring success across channels. So there is a paradox between marketers' views of their capabilities and the realities of measuring success and integrating customer data.
Strategic intersections measurement & businessDougHall64
The document discusses improving analytics and data strategy by aligning it with business goals. It recommends defining key performance indicators and targets, deploying proper instrumentation to collect relevant data, and using data to inform activation and strategy reviews. Regularly repeating the process of strategic alignment, measurement, and activation can help transform analytics from just reporting into a strategic asset that delivers real business value and return on investment.
This document summarizes the findings of a survey of 321 marketing executives about their priorities, budgets, and challenges. The key findings include:
1) Over half of respondents cited customer retention as their top priority, followed by customer acquisition and profitability. These will remain top priorities over the next year.
2) About four in ten executives are dedicating the largest portion of their budgets to customer retention and acquisition tactics like online and social media marketing.
3) Marketers face challenges in understanding the influence of their campaigns and obtaining an integrated view of customer behavior across multiple touchpoints.
This document discusses the results of a survey of 321 marketing executives about their priorities, budgets, and challenges. The key findings are:
1) Customer retention and acquisition are the top priorities and where most marketing budgets are allocated.
2) Online marketing budgets, including social media and mobile, are expected to significantly increase in the next year.
3) There is greater emphasis on data-driven decision making and real-time optimization, though many marketers still struggle with these capabilities.
4) Presenting a consistent brand experience across multiple channels is a major challenge.
The document discusses key findings from a survey of over 1,000 marketing professionals about data usage, customer journeys, and business impacts. Some key findings include:
1. First-party data makes up 75% of companies' data on average, but only around half are using it for personalization and marketing automation.
2. Audience segmentation and customer journey mapping are popular data-driven activities, but linking online and offline data remains a challenge.
3. Organizational silos, lack of resources, and technical complexity are major barriers to a unified customer view.
4. Most companies remain focused on individual channels rather than integrated customer journeys. Mobile and social priorities often outpace data and measurement
In a rapidly evolving, digitally driven world, how do marketers really feel about new platforms, new data sources and new expectations of their role? Marketing Monitor is a study from TNS that surveys more than 2,700 marketers from across Asia Pacific to track the key issues dominating their agenda.
The document discusses the challenges and opportunities of data-driven marketing based on a global survey of over 2,200 marketers. Some key findings include:
1) Marketers want an integrated view of customers by combining online and offline data sources, but many struggle with data integration challenges.
2) While most marketers feel pressure to be more data-driven, over 40% give their department's use of data low grades of C or below.
3) Marketers recognize opportunities to better leverage data insights, but lack of processes to operationalize insights into marketing decisions is a major obstacle.
4) Hiring marketing data scientists is one way companies are addressing skills gaps, and departments with these roles tend
Cmo insights ibm institute for business valuePaul Writer
- The document summarizes insights from a study of 524 Chief Marketing Officers (CMOs).
- It finds that CMOs can be categorized into three groups: Traditionalists, Social Strategists, and Digital Pacesetters, with Digital Pacesetters being the furthest along in implementing digital strategies.
- Key factors that distinguish the highest performing Digital Pacesetters include their use of advanced analytics to gain deep customer insights, focus on designing rewarding customer experiences, and ability to effectively execute on the customer promise through new technologies.
Stepping Up To The Challenge - CMO Insignt From The Global C-Suite StudyEvgeny Tsarkov
This document summarizes insights from a study of 524 chief marketing officers (CMOs). It finds that:
1) While CMOs are gaining influence, few have built robust digital capabilities, with only 20% setting up social networks and 13% integrating customer touchpoints.
2) CMOs fall into three categories: Traditionalists lacking digital skills; Social Strategists building social media infrastructure; and Digital Pacesetters using data analytics for customer insights.
3) Digital Pacesetters who invest heavily in analytics throughout the customer lifecycle help their companies financially outperform by 43% compared to 25% for Traditionalists.
CMO insights- IBM Institute for Business ValuePaul Writer
This document summarizes insights from a study of 524 chief marketing officers (CMOs). It finds that:
1) While CMOs are gaining influence, few have built robust digital capabilities, with only 20% setting up social networks and 13% integrating customer touchpoints.
2) CMOs fall into three categories: Traditionalists challenged by new technologies; Social Strategists building social media infrastructure; and Digital Pacesetters prepared for data and social/mobile customers.
3) Digital Pacesetters who invest heavily in analytics throughout the customer lifecycle and integrate internal/external data help their companies financially outperform at higher rates.
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
This document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It discusses how to measure account engagement, audience, share of voice, and visual content effectiveness. It also explains how to optimize for site traffic, measure customer service, campaigns, and influence. The document aims to help readers understand Twitter analytics and how to use metrics to improve strategies and prove social media value.
This document outlines 10 social media truths for 2014. It discusses how social media has become an essential part of business and culture. 97% of marketers now use social media and over half have started in the last two years. The document emphasizes that social media is a conversation and brands need to carry themselves like normal people to build relationships. It also notes that audiences are now creators themselves and consume many types of user-generated content. The document recommends focusing social efforts on Facebook, YouTube and blogging. It stresses that good content that speaks to the brand voice and products is most important.
Five steps to creatinga strong social media strategyNuno Fraga Coelho
The document outlines five steps to creating a strong social media strategy: 1) understand your goals and objectives, 2) know your audience, 3) choose the right social media platforms, 4) create a content plan, and 5) measure results and adjust accordingly. The strategy recommends tailoring your social media presence to be relevant for your target audience and aligning your outreach goals with the appropriate platforms.
This document provides an overview of how marketing automation can help marketing and sales teams. It discusses how marketing automation can help CMOs maximize ROI, gain insights, decrease lead costs, and drive sales. Specifically, it outlines how marketing automation allows teams to automate tasks like email marketing, qualify leads, measure campaign performance, and close deals faster through features like lead nurturing and automated follow ups. The document contains several chapters that will explore these benefits in more detail.
The document discusses the ROI of marketing automation. It outlines how marketing automation can optimize marketing programs, increase conversion rates, and improve alignment between marketing and sales teams. Case studies are provided of companies that have achieved significant benefits from implementing marketing automation, such as doubling lead generation, reducing costs and improving revenue. Marketing automation allows companies to personalize messaging, qualify leads more effectively, and track performance throughout the sales process.
This document provides an overview of why small businesses should establish a social media presence and how to go about it effectively. Some key points:
- Social media usage is skyrocketing and many customers now search for local businesses on social platforms. Having an online and social presence can put small businesses ahead of the competition.
- Choosing one high-potential platform like Facebook or Twitter to start and focusing efforts there is recommended over spreading resources too thin across multiple networks. Localizing outreach on these platforms to the target community is emphasized.
- Developing a social media strategy including defining the target audience, finding followers through ads or local community engagement, and creating a regular posting schedule around relevant, shareable content is
The document discusses how LinkedIn has evolved into an important marketing channel for brands, providing unprecedented opportunities to market directly to professionals on the world's largest professional network. It outlines best practices for leveraging LinkedIn for marketing, including creating an engaging Company Page, growing your audience, using targeted ads to reach new segments, and engaging your existing LinkedIn community through regular posting of relevant content. Following these guidelines will help companies make the most of LinkedIn's new tools to build their brand and generate leads.
The document provides guidance on basic lead nurturing campaigns, including incoming lead processing campaigns and stay in touch campaigns. It discusses determining if leads are ready to engage with sales, establishing permission for nurturing leads, and welcoming new leads. It also covers categorizing leads into stages, sending new lead welcome campaigns, and developing a stay in touch campaign matrix to systematically nurture leads over time. The goal is to foster relationships with prospects, make a positive first impression, and generate more qualified leads for sales through relevant, helpful content.
Facebook content marketing involves posting different types of content like images, videos, text and links on a Facebook page. It is important to define the target audience and relevant content themes based on their interests and lifestyle. A content schedule should be created to post regularly at optimal times. Various post options on Facebook like status updates, photos, videos, offers and events can be used. Content about a company should focus on how it helps the audience. Facebook ads can promote content but the content itself must be engaging. Facebook insights provides metrics to analyze content performance and determine what content the audience engages with most. EdgeRank is Facebook's system for determining the reach of page posts based on factors like if a user interacted with the page before or
The document provides guidance on developing an effective social marketing strategy, outlining key considerations for goals, content, platforms, resources and governance. It emphasizes the importance of a solid foundation, including stakeholder buy-in, dedicated staff, and a focus on quality engagement over self-promotion. Various social media tactics are presented to incorporate social marketing throughout the customer journey.
The kiss (keep it s imple & smart) method to digital marketing successNuno Fraga Coelho
The document discusses adopting a "KISS" (Keep It Simple & Smart) approach to digital marketing. It argues that experts overcomplicate areas like SEO, social media marketing, and influencer outreach with excessive advice. The key is to focus on creating great content, which will naturally drive traffic, links, and engagement. For SEO, high-quality on-site content is more important than technical optimization tactics. For Facebook, posting engaging content will increase affinity and weight more than trying to "game" the algorithm. The document advocates keeping strategies simple rather than getting lost in complex details.
Esteban Kolsky outlines a five-step plan for businesses to implement a customer-to-business (C2B) model in response to the fundamental shift in how customers communicate and influence businesses through social media. The old "inside-out" model of businesses controlling messaging is being replaced by an "outside-in" model where customers communicate among themselves more quickly than businesses can internally. The five steps are: 1) establish clear social media governance and ownership, 2) cross-pollinate social insights across business functions, 3) create a single source of social data, 4) build a social media P&L, and 5) engage customers to co-create and co-market virally. Implementing C
This document provides summaries of various social media tools, including:
- Mention, which allows users to monitor brands and keywords across the web and social media.
- LikeAlyzer, a free tool that assesses Facebook pages and provides suggestions for improvement.
- Social Crawlytics, a free tool that identifies competitors' most shared content on social media.
- Agorapulse, HootSuite, ViralTag, Buffer, Nimble, and Dlvr.it, which are various social media management and analytics tools.
- A section with 101 tips for social media marketing across various platforms and activities.
The document outlines 5 ways that marketing will change in the next 5 years: 1) Massive data collection across multiple touchpoints will become standard as more data is collected on users, 2) Marketers will gain better control and access to user data to personalize experiences, 3) Social media will grow into a key source of user data and insights, 4) Permission-based marketing will become essential to maintain user privacy and trust, 5) Programmatic marketing will end generalized outreach by targeting users with highly personalized content based on their profiles and behaviors. The key will be for marketers to leverage big data, understand users, and respect their privacy.
This document is an eBook from Spredfast that explores elements of great social programs. It features articles from 12 leading brand strategists and visionaries on topics like driving customer loyalty through social media, creating engaging content, and incorporating social strategies into sales and marketing efforts. The contributors include experts from brands like Whole Foods, U.S. Cellular, Caterpillar, and HomeAway. The goal is to address common questions facing brands about expanding their social media presence and measuring the success of their programs.
Introduction to integrated marketing sales and marketing alignmentNuno Fraga Coelho
This document discusses the importance of alignment between sales and marketing teams. It provides 7 steps to achieve alignment:
1. Get sales and marketing to agree on buyer profiles and prospect traits.
2. Develop an integrated content strategy by auditing current assets and ensuring content meets buyer needs.
3. Agree on common metrics and definitions like what qualifies a "sales ready" lead to ensure both teams are measuring the same things.
4. Establish SLAs that set targets for lead generation and handoff between teams to increase accountability.
5. Create a clear process for handing off leads from marketing to sales and feedback loops.
6. Develop a shared sales/marketing pipeline for increased visibility
Marketers' main concern is maintaining high levels of engagement with social media audiences. A survey found that 42.2% of respondents said social media increases engagement. The top brands manage their social media presence across multiple networks, using an average of 4 networks each. These brands are more likely to create distinct social initiatives for each of their brands and report being more satisfied with their social media efforts. Engagement is a key priority for brands using social media to drive interactions across their various brand and media offerings.
This document analyzes email marketing metrics and benchmarks from Q1-Q4 2012 for 2,787 brands. It finds that open rates, click-through rates, message sizes, and churn metrics like bounce rates, unsubscribes, and spam complaints vary significantly between top-performing and bottom-performing email marketers as well as between different industries and global regions. The document emphasizes that benchmarks should be used to compare performance to goals and improve email programs, rather than just meeting averages. It also notes additional metrics like revenue and leads generated are important to measure success against business objectives.
The document provides tips for writing effective marketing services contracts. It recommends structuring contracts concisely with 2-3 pages, making contracts visually appealing, responding to client requests quickly, including relevant examples from past projects, and offering different pricing packages to allow for upselling. The overall goal is to create a reusable contract template that can be easily customized for prospects.
4 Benefits of Partnering with an OnlyFans Agency for Content Creators.pdfonlyfansmanagedau
In the competitive world of content creation, standing out and maximising revenue on platforms like OnlyFans can be challenging. This is where partnering with an OnlyFans agency can make a significant difference. Here are five key benefits for content creators considering this option:
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...Herman Kienhuis
Presentation by Herman Kienhuis (Curiosity VC) on developments in AI, the venture capital investment landscape and Curiosity VC's approach to investing, at the alumni event of Amsterdam Business School (University of Amsterdam) on June 13, 2024 in Amsterdam.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Discover innovative uses of Revit in urban planning and design, enhancing city landscapes with advanced architectural solutions. Understand how architectural firms are using Revit to transform how processes and outcomes within urban planning and design fields look. They are supplementing work and putting in value through speed and imagination that the architects and planners are placing into composing progressive urban areas that are not only colorful but also pragmatic.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdfPridesys IT Ltd.
Pridesys Garments ERP is one of the leading ERP solution provider, especially for Garments industries which is integrated with
different modules that cover all the aspects of your Garments Business. This solution supports multi-currency and multi-location
based operations. It aims at keeping track of all the activities including receiving an order from buyer, costing of order, resource
planning, procurement of raw materials, production management, inventory management, import-export process, order
reconciliation process etc. It’s also integrated with other modules of Pridesys ERP including finance, accounts, HR, supply-chain etc.
With this automated solution you can easily track your business activities and entire operations of your garments manufacturing
proces
Call8328958814 satta matka Kalyan result satta guessing➑➌➋➑➒➎➑➑➊➍
Satta Matka Kalyan Main Mumbai Fastest Results
Satta Matka ❋ Sattamatka ❋ New Mumbai Ratan Satta Matka ❋ Fast Matka ❋ Milan Market ❋ Kalyan Matka Results ❋ Satta Game ❋ Matka Game ❋ Satta Matka ❋ Kalyan Satta Matka ❋ Mumbai Main ❋ Online Matka Results ❋ Satta Matka Tips ❋ Milan Chart ❋ Satta Matka Boss❋ New Star Day ❋ Satta King ❋ Live Satta Matka Results ❋ Satta Matka Company ❋ Indian Matka ❋ Satta Matka 143❋ Kalyan Night Matka..
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Dive into this presentation and learn about the ways in which you can buy an engagement ring. This guide will help you choose the perfect engagement rings for women.
1. 11 Key Marketing Trends for 2011
Highlights from the Annual Unica Marketing Survey
Will More Marketing opportunities lead 2. Marketers Will let custoMers lead
to profitable pathWays – or dead ends? the dance by taking advantage of
inbound interactions.
“More” is certainly the key word for our times. But, as
the results of our annual survey of marketers reveal, the For as long as anyone can remember, marketing has been
proliferation of marketing channels and the concomitant all about getting a message out. Advances in technology
explosion of data pose a wealth of challenges for marketers are driving a shift in direction. Today, inbound marketing is
in 2011. As the survey results suggest, marketers are looking seizing the momentum: customers are taking the initiative
for ways to turn more marketing possibilities into better and directing the relationship on their terms. Marketers are
marketing results. Our survey reveals the following key getting the message. When asked if their departments were
trends for 2011: planning to deliver personalized messages in customer
initiated transactions, participants demonstrated substantial
1. Marketers Will bridge the gap commitments to using, or planning to use, inbound channel
betWeen analysis and action (finally!) communications – via their websites (57% already in place,
25% planning to do so within the year), customer service/
When does a rich set of customer data become a mixed
call centers (52% vs. 18%) and point of sale/kiosk/ATM
blessing? When asked to rank the top bottlenecks in the
(28%/21%).
marketing process, participants identified “measurement,
analysis & learning” as the number one impediment, reflecting
inbound Marketing adoption by channel
appreciation of its value. Yet, in a follow-up question
regarding the most important marketing issues, “turning data Web Site 57% 25% 82%
into action” earned top honors. Over the last decade, many
marketers have become data junkies, absorbing information Customer Service 52% 18% 70%
/ Call Center
for its own sake. But, as they say, recognizing a problem is
the first step toward solving it. Marketers can no longer blame Point of Sale /
Kiosk / ATM
28% 21% 49%
IT for withholding information; with so much data readily
available, it’s time to overcome “analysis paralysis” and turn Currently Don’t currently do this but
do this plan to in the next 12 months
this newly found knowledge into action by integrating data
captured across all channels into subsequent campaigns Base: Total Sample (279 respondents)
and more personal offers.
57% 62%
SAId THeIr TOp BOTTlenecK SAId THeIr TOp MArKeTIng
WAS MeASUreMenT, ISSUe WAS TUrnIng dATA
AnAlYSIS & leArnIng InTO AcTIOn
2. 3. Marketers Will leverage online value of using Web data in
behavioral data to help turn data customer analytics and decisioning
into action.
Whatever anyone says about information Very Important 63% 90% say
overload, marketers cherish the data they web data is
collect from their websites. Web interactions Somewhat important
important
27%
open a priceless window on customer
interests, intentions and desires – a wealth of Somewhat
Not important 8%
precise information that easily trumps mere
demographics or transactional data. It’s no Not Important Base: Total Sample
At All 2% (279 respondents)
surprise that 90% of marketers see web data
as important to drive campaign decisioning.
While only 41% currently use this data in
use of Web data in campaign decisioning
campaign decisioning, another 35% say
they will in the next 12 months.
Currently do this 41% 76% will use it in
campaign decisioning
Plan to do this by the end of the year
35%
(next 12 months)
Plan to do this
(>12 months) 10%
No plans to Base: Total Sample
do this 14% (259 respondents)
4. to keep eMail relevant, 5. “free” online Marketing
Marketers Will focus on tools Will get expensive.
iMproving integration,
like email, web analytics and paid search are
segMentation, and targeting.
contemporary marketing mainstays. But more
email hasn’t lost its status as a deeply than half (53%) of marketers rely on “free” tools
entrenched, well understood marketing channel. for Web analytics and more than a third (37%)
85% of total participants reported they are using rely on tolls from the search engines to manage
or planning to use email software. But now that ppc marketing. The savviest marketers are
the low-hanging fruit has been plucked and now considering the cost of “free.” For starters,
the field is glutted with competing messages, a free search tool is limited by its applicability
how will marketers sustain email’s relevance? to the search engine that provides it. Worse,
Today, smart marketers are actually addressing neither the search tools nor free web analytics
this problem by integrating campaigns with can be incorporated with the marketer’s other
data and triggers from other channels to make systems, making it impossible to close the loop
email an essential part of an ongoing, evolving and understand the value of the customers that
dialog with customers and prospects. The job these efforts are delivering. precisely because
isn’t easy: only 34% of marketers say their the information these tools provide is so
email data is automatically integrated with other valuable, it cannot remain stranded, leaving you
marketing data; another 39% say the integration incapable of realizing the full potential of search
is accomplished manually. looking ahead, and web data. Investing in web analytics and
email will become the natural integration point search bid management solutions will pay short
with emerging channels such as social and and long term dividends.
mobile. In fact, over half (54%) of marketers
report including social sharing links in email and
about a third (35%) are already creating mobile
specific versions of emails.
3. No Important 8%
more than 12 months
Currently Don’t currently do this but
do this plan to in the next 12 months Not Important Don’t currently use and have no
At All 2%
6. channel proliferation Will social Media Marketing usage
drive the need to nurture
neW channels.
11%
10%
new channels continue to multiply like rabbits
76% will use it 8% 5%
Currently do this 41%
in campaign
with familiar channels, such as mobile, breeding 25%
decisioning by 53%
Plan to do this “micro-channels” e.g., Foursquare. With the
new end of the year 26%
(next 12 months) 35%
growth of smart phones and tablet computers 62%
e.g.,
Plan to do this the ipad, there’s no reason to expect the
10%
(>12 months)
proliferation of channels to decelerate any time
No plans to
soon
do this – nor 14% reasonable to expect success
is it
from all of them (remember Second life?).
Current Activity No Plans Planned Activity Planned Activity
But in the face of a rapidly evolving marketing Base: 254 respondents
(>12 months) (Next 12 months)
Strongly agree Do not agree Somewhat
landscape, what is reasonable is this: marketers at all disagree
Current Activity No Plans
need a structured process for assessing
opportunities, testing tactics, measuring Planned activity Planned activity
(>12 months) (Next 12 months)
results and evaluating further involvement in
new channels. For example, a leading financial
services organization developed a structure to 8. Marketers Will treat Mobile as
a device With Many channels,
determine which business goals each social
not a single channel.
media channel might support. They discovered
that business Facebook is a great place to Survey results show that marketers are growing
drive new customer acquisition, but wasn’t ever more bullish on mobile, with over forty
particularly effective for customer service. percent of marketers currently using mobile
They use web analytics to measure traffic on marketing tactics. Among survey participants,
their Facebook wall and correlate this traffic mobile applications lead the way with 44%
with traffic from their other web properties and current usage; mobiles sites and mobile
micro-sites. When traffic arrives at their website messaging follow at 40% and 36% respectively.
from Facebook, the customer more often than But the real question isn’t whether to use mobile
not signs-up for a card rather than logging into or not, but which mobile marketing channels,
their account for a service interaction. With if any, are relevant to your business and its
social media and mobile, individual channels will customers? Is it SMS texting? Mobile versions
come and go; but a solid evaluation process will of websites? paid mobile search? Or the tactic
be a lasting investment. du jour, mobile applications? Or some mix
of the above?
7. social Media Will experience
groWing pains. use of Mobile Marketing tactics
This year, social media is no longer the adorable
baby everyone wants to hold, but the angst- Mobile application 44% 31% 20% 5%
filled adolescent – still immature yet no longer
Mobile version of
cute – who inspires mixed feelings. All things website 40% 31% 20% 9%
social continue to hold intense interest, with
Mobile messaging
53% of marketers currently applying it to their SMS/MMS/WAP)
36% 26% 17% 21%
marketing efforts. But as tactics rise and fall,
a more sophisticated approach is emerging. Mobile version of email 35% 34% 17% 14%
Instead of thinking tactic by tactic, marketers
are beginning to think strategically across three Mobile Ads
30% 29% 17% 24%
(PPC or Display)
major areas of social content: owned (what they
create), earned (what customers create) and Location-based
targeting 29% 27% 18% 26%
paid (what marketers spend money for).
Currently use Don’t currently use but
plan to in the next 12 months
Don’t currently use but plan Don’t currently use and have
to in the future more than no plans at this time
12 months from now
4. 9. interactive Marketing Will 11. adoption of an integrated
reach the tipping point as a Marketing suite Will accelerate.
doMinant Marketing discipline.
Marketers remain confident that technology will
MOre THAn
half
each of these trends isn’t taking place in ease application More than half of marketers said
their pain.
Mobil 44% 31% 20% 5%
isolation. Marketing messages delivered during that technology would increase productivity
inbound interactions need to be coordinated more than additional staff or external agency
Mobile version 40% 31% 20% 9%
with outbound campaigns. Web analytics data support. Moreover, an overwhelming 87%
website
(53%) OF MArKeTerS
should inform both online and offline marketing agreed that marketing needs a more integrated SAId THeY HAve An
Mobile messaging 36% 26% 17% 21%
campaigns. Integrating social, mobile and suite of software to improve their effectiveness.
(SMS/MMS/WAP) ISSUe ATTrIBUTIng
other emerging channels in the marketing mix Why the strong interest? Integrated tools mean SUcceSS TO MArKeTIng
Mobile version
35% 34% 17% 14%
will play a pivotal role in meaningful cross- email
integrated, interactive marketing, with shared
channel dialogs. Interactive Marketing bridges sources of data and real-time behavioral triggers
Mobile Ads
these trends to facilitate customer awareness, 30% 29% 17% 24%
allowing marketers to take communications to
(PPC or Display)
centralize decisioning, and execute across the next level: personally relevant messaging to
90% say Location-based
Very Important 63%
channels. Most marketers understand the need 29% 27% 18% 26%
the right audiences at the right times. To deliver
targeting
web data
to create cross-channel dialogs and buy into the
is important a more coordinated customer experience and
Somewhat
Important Interactive27%
Marketing strategy. Yet, when asked integrate activities across channels,currently use but
Currently use Don’t marketers
Somewhat
about their current practices, a mere 10% say will turn toward a comprehensive suitethe next 12 months
plan to in
for
8% Don’t currently use but plan to in the future
No Important they have completed their Interactive Marketing centralized, strategic than 12 months
more control. Adoption should
Not Important journey. The good news? Half of marketers accelerate as theDon’t currentlyeases out no plans at this time
economy use and have of the
At All 2%
say they are currently integrating across some downturn and releases pent up demand for
channels. Over the next year, savvy marketers more integrated marketing solutions.
will increase their adoption of Interactive
Marketing and expand the number of channels
increasing Marketing productivity with an
they include in this orchestrated strategy. integrated Marketing suite
11%
10. Marketers Will get
10%
8% 5%
More serious about using 25%
cross-channel 53%
attribution
26%
to understand Marketing
effectiveness. 62%
It’s not enough to coordinate campaigns
and deliver results. Marketers must better
understand which activities, programs, and
Current Activitycampaigns
No Plans are contributing to those results. In
Planned Activity Planned Activity
(>12 months) (Next 12 months)
the ranking of top marketing issues, “attributing Strongly agree
Base: Total Sample (279 respondents) Somewhat
Do not agree Somewhat
at all disagree agree
success to marketing” took the second spot
with more than half of marketers saying they Strongly agree Do not agree at all
find it challenging. Attribution — the process Somewhat agree Somewhat disagree
of assigning credit to marketing campaigns
and exposures that lead to conversions — has
become a critical component of marketing
analytics. Marketers will look for cross-channel
attribution that demonstrates the value of
specific tactics and helps them direct resources
to the most productive options. For successful
attribution, marketers will need a centralized
interaction history of marketing contacts and
customer responses. The good news? Those
marketers who adopt an Interactive Marketing
strategy will already have a centralized view
of marketing touches.