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Digital marketing-report 2011


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Интересные данные по распределению бюджетов по направлениям интернет-маркетинга.

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Digital marketing-report 2011

  2. 2. ExECuTIvE SuMMAryThis report contains results of the first annual Not surprisingly, more companies outsource PPC than 68.4% of marketers surveyed say they have generatedWebmarketing123 State of Digital Marketing Survey, SEO, and a whopping 84.8% keep Social Media leads from social media sites, with over 55% of themwhich spans across the areas of Search Engine Marketing in-house. And speaking of Social Media, having closed deals from social media leads.Optimization (SEO), Pay-Per-Click (PPC), and Social Facebook is the leading social network by far, with Because of this success, 60% of respondents plan toMedia Marketing. Over 500 marketing professionals Twitter slightly surpassing LinkedIn: increase social media marketing budget in 2012,– two thirds B2B, and the rest B2C – completed the • 75.3% of B2C companies are the most active on compared to 53.1% for SEO and 40.2% for PPC.survey. Facebook, followed by 8.4% on Twitter and 6.2% For more information, please continue with the pagesThe results show that while lead generation and sales on LinkedIn. that follow.are the top two most important objectives of digital • B2B companies are active more evenly across allmarketing, SEO makes the biggest impact on lead three leading networks: 34.6% Facebook, 25.6%generation across the board. Twitter, and 25.3% LinkedIn. • B2B: 46.4% of participants say the most important objective is to generate leads. • B2C: 39.9% of participants say the most WHICH MAKES SOCIAL MEDIA SOCIAL MEDIA MARKETING MARKETING important objective is to generate sales. THE BIGGEST • SEO makes the biggest impact on lead generation IMPACT ON YOUR 17.9% 24.8% LEAD GENERATION SEO for both B2B and B2C, followed by PPC, and GOALS? 41.0% Social Media. PPC SEO 24.8% 57.4% PPC 34.2% B2B B2C © 2011
  3. 3. Respondent demogRaphics: industRy and company sizeWHO PArTICIPATED IN THIS SurvEy? HOW MANy EMPLOyEES WOrK AT yOur COMPANy? 1–10 14.3% 21.5% 11–50 22.7% B2C MARKETERS 14.4% 33.1% 51–200 27.1% B2B MARKETERS 22.6% 66.9% 201–1,000 13.0% 21.0% over 1,000 22.9% 20.5%500+ 0% 5% 10% 15% 20% 25% 30% B2B B2c u.s. Respondents © 2011
  4. 4. Q1 What is the most impoRtant oBJectiVe oF youR digitaL maRKeting pRogRams?geneRate geneRateLeads 46.4% saLes 39.9%geneRate geneRatesaLes 22.2% Leads 23.0%BuiLd BRand geneRateaWaReness 15.3% site tRaFFic 17.4%geneRate BuiLd BRandsite tRaFFic 11.1% aWaReness 16.9%BuiLd onLine BuiLd onLinecommunity 5.0% community 2.8% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% B2B B2c Lead and sales generation activities dominate as the most important objectives for digital marketing campaigns © 2011
  5. 5. Q2 hoW do you measuRe the success oF youR digitaL maRKeting pRogRams?WeBsite 73.9% WeBsite 79.8%tRaFFic tRaFFicLead 69.2% saLes 68.5%geneRationWeBsite cLicK- 64.7% WeBsite cLicK- 68.0%thRough Rate thRough RatesaLes 62.5% caLL-to-action 47.8% conVeRsionscaLL-to-action 47.2% Lead 46.1%conVeRsions geneRationBRand BRand 37.1% 25.0%aWaReness aWaReness 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% B2B B2c Website traffic is the common denominator of success across both B2B and B2c digital media campaigns © 2011
  6. 6. Q3 Which maKes the Biggest impact on youR Lead geneRation goaLs? SOCIAL MEDIA MARKETING SOCIAL MEDIA 17.9% MARKETING SEO 24.8% SEO PPC 57.4% 41.0% 24.8% PPC 34.2% B2B B2C over 75% of digital marketing impact is derived from seo and ppc activities © 2011
  7. 7. Q4 in Which sociaL netWoRK is youR BRand most actiVe? WE DO NOT OTHEr uSE SOCIAL OTHEr 2.8% NETWOrKS 2.2% 7.9% WE DO NOT LINKEDIN uSE SOCIAL NETWOrKS 6.2% 11.7% FACEBOOK TWITTEr 34.6% 8.4% LINKEDIN 25.3% FACEBOOK TWITTER 75.3% 25.6% B2B B2C B2B companies are active evenly across the three leading social media networks (35% Facebook, 26% twitter, and 25% Linkedin), while 75% of B2c companies are the most active on Facebook © 2011
  8. 8. Q5 haVe and B2c)? geneRated Leads FRom sociaL media sites (B2B you eVeR 47.0% 34.8% 33.8% 31.6% FACEBOOK LINKEDIN TWITTER NEVER! 68% of marketers have generated leads from at least one of the three major social media platforms © 2011
  9. 9. Q6 haVe vs. B2c)? geneRated Leads FRom sociaL media sites (B2B you eVeRyes, 35.1%FaceBooK 73.0%yes, 44.6%LinKedin 12.0%yes, 31.6%tWitteR 40.0%none oF 35.3%the aBoVe 23.0% 0% 20% 40% 60% 80% B2B B2C on social media channels, B2c marketers consider Facebook the most likely source for sales generation, while B2B marketers rely on Linkedin for producing lead flow © 2011
  10. 10. Q7 haVegeneRated? you you eVeR cLosed deaLs FRom the sociaL media Leads 21.1% 20.1% 40.7% FACEBOOK LINKEDIN TWITTER While 68% of marketers surveyed say they have generated from social media sites, 55% have closed deals from social media leads © 2011
  11. 11. Q8 WheRe do you cuRRentLy aLLocate the maJoRity oF youR digitaL maRKeting Budget? WE DO NOT INvEST IN ANy WE DO NOT INvEST IN ANy OF THESE CHANNELS OF THESE CHANNELS EQuALLy ACrOSS ALL CHANNELS 8.0% SEO 16.3% EQuALLy ACrOSS ALL CHANNELS SEO 15.0% 21.5% 13.0% 33.3% SOCIAL MEDIA MARKETING 15.0% PPC SOCIAL MEDIA 9.5% MArKETING PPC 42.5% 27.8% B2B B2C as expected, B2B marketers invest 1/3 of their digital budgets on seo activities, while B2c marketers invest most heavily in ppc © 2011
  12. 12. Q9 hoW do you cuRRentLy aLLocate youR digitaL maRKeting Budget? 39.2%seo 31.3% 29.1% 24.2% 25.8% 18.6%ppc 27.0% 38.5% 45.1% 34.4% 14.4%sociaL media 13.9%maRKeting 11.5% 7.7% 9.4% 9.3%eQuaLLy 13.9%amongst aLL 12.2%channeLs 11.0% 15.6% 18.6%We do not inVest 13.9%in any oF these 8.8%channeLs 12.1% 14.8% 0% 10% 20% 30% 40% 50% 1-10 11-50 51-200 201-1,000 oVeR 1,000 Broken down by company size, seo and ppc continue to lead the way in digital marketing budget allocation © 2011
  13. 13. Q10 hoW WiLL you adJust youR digitaL maRKeting Budget in 2012? 3.6% 9.3% 4.1% 43.4% 53.1% 40.2% 36.0% 50.5% 60.0% SEO PPC SOCIAL MEDIA MARKETING incRease stay the same decReasemarketers are planning on increasing their budgets across the board moving into 2012, with social media expected to see the biggest increase in investment © 2011
  14. 14. Q11 Which topic do you Wish to LeaRn moRe aBout?seo 38.1%ppc 29.1%sociaL mediamaRKeting 45.9%oVeRaLL cRoss-pRomotionaL 62.1%digitaLstRategy 0% 20% 40% 60% 80% as marketers continue to see the effectiveness of digital media, they are curious to learn how all digital channels can be leveraged to produce an integrated, cross-channel strategy © 2011
  15. 15. ABOuT THIS SurvEyThe first annual Webmarketing123 State of Digital Marketing Survey was conducted online between August and September 2011. Over 500u.S. participants completed the survey – all individuals who responded to an email invitation sent to a registered list of marketing professionals.Participants answered questions using an online survey tool and the response data is available only in aggregate form. For more informationabout the survey, please contact WEBMARKETING123 CONNECT WITH US SIGN UP FOR THEWebmarketing123 is a digital marketing agency that helps WEEKLY WEBINARSclients convert online visibility into measurable results. 800.619.1570Webmarketing123’s proven digital marketing methodology isdesigned to drive your company’s online success. We start Register now >by understanding what winning means to your business andwhere your current challenges lie. Our approach iscustomized to bring together the power of Search Engine REQUEST A FREE,Optimization (SEO), Pay Per Click (PPC) advertising, and CUSTOMIzED SITESocial Media Marketing (SMM) to create remarkable, ANALYSIS marketing programs. Request now > © 2011