digital marketing

Where Marketers Feel They’re Failing to Keep Pace

source: http://www.marketingcharts.com/wp/online/where-marketers-feel-theyre-failing-to-keep-pace-36905/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Adobe-Marketers-Perceived-Proficiency-in-Most-Important-Areas-Sept2013Few marketers deem their companies proficient in the marketing areas they feel are most important, according to a new report from Adobe, which also finds only 40% of marketers rating their company’s marketing as effective. The biggest gap between importance and proficiency was in the area of marketing measurement, which 76% of respondents rated as important to their company (top-3 box score on a 10-point scale), but at which only 29% felt their company was performing well (top-3 box score).

The next biggest gaps (42% points) were for “creativity and innovation in marketing programs” and “customer response management.” The study found 75% of the 1,017 US marketers rating each area as important, with only 33% rating their company as proficient at them. Other significant gaps between importance and proficiency emerged for content management (40% points), personalization and targeting (40% points) and cross-channel marketing (38% points). The smallest gap, of 19% points, was for events, with 58% rating them important for their company and 39% feeling their company performs well at them.

The survey finds a particular lack of confidence in digital marketing abilities, with only 48% of digital marketers (marketers with a primarily digital focus) feeling highly proficient in digital marketing. (Only 37% of marketing generalists concurred.) Indeed, 54% of respondents overall agreed that their company’s digital marketing approach is in a constant cycle of trial and error.

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Tuesday, September 24th, 2013 news No Comments

Marketers Put More Work in the Hands of In-House Agencies

source: http://www.emarketer.com/Article/Marketers-Put-More-Work-Hands-of-In-House-Agencies/1010228

Cost-cutting drives changes

A growing contingent of client-side marketers are turning to in-house agencies to take more ownership of their advertising and marketing strategy.

According to an Association of National Advertisers (ANA) survey, 58% of US client-side marketers said their company used an in-house agency this year, compared to only 42% who five years earlier said the same. And 56% of respondents said in May 2013 that in the past three years, they had moved at least some established business previously handled by an external agency to their in-house agency.

Magazine advertising, social media, online display advertising and search engine marketing were the services most commonly handled by an in-house agency, according to the study. The proliferation of digital marketing channels may be convincing companies to move more marketing in-house, so they can be more responsive and create a full breadth of material at lower cost. Still, only small percentages of in-house agencies handled most of these services, indicating that much work still sits squarely with external agencies.

Traditional TV and radio advertising were the least likely formats to be handled in-house.

Marketers cited cost savings as the most significant advantage of bringing agency work in-house in 2008. This year, it remained the top advantage, however one cited by far fewer respondents.

Five years earlier, more than half of marketers saw cost efficiencies as an in-house agency’s primary advantage, whereas in! 2013, that figure had dropped to 35%. Other factors instead took on greater precedence: 19% of marketers cited brand expertise, as well as institutional knowledge and the added benefit of a team dedicated to the company or brand. This indicates that marketers have become more satisfied by the quality of work created by in-house agencies.

But the disadvantages also stacked up. Forty-five percent of the survey respondents said it would not be as easy to stay on top of key trends with an in-house agency. That was more than the percentage of marketers who saw this as a challenge in 2008, and suggests that digital channels amplify the importance of understanding the latest marketing opportunities. Creative innovation was also seen as more lacking when agencies moved in-house, along with limited skill sets among the staff.

The digital marketing age seems to be forcing marketers to navigate between two competing impulses—the need to produce more marketing than ever before across ever-proliferating channels is making in-house agencies particularly attractive. But the skills needed to effectively leverage and communicate via these channels are still often seen as best handled by agencies fully dedicated to the advertising and marketing space.

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Thursday, September 19th, 2013 news No Comments

Restaurants Up Their Use of Social, Mobile

source: http://www.emarketer.com/Article/Restaurants-Up-Their-Use-of-Social-Mobile/1010229

Location-based marketing sees a big increase in use

Restaurants around the world are seeing the value in digital marketing, especially programs that can increase customer loyalty and help establishments get the word out among like-minded diners.

In a survey, Hospitality Technology asked US executives overseeing restaurants around the world about a variety of social and loyalty marketing tactics, and found that every single one of these tactics had seen an increase in use among restaurants between 2012 and 2013. Nearly nine out of 10 restaurants used social media outreach this year—the most common tactic by a wide margin—up from 77% in 2012.

Unsurprisingly, the greatest percentage of social-savvy restaurants used Facebook (94%) this year, followed by Twitter (77%) and Yelp (53%). Nearly half also used YouTube. foursquare, used by 42% of restaurants, seemed like it could be leveraged more widely, given its role as a way for users to broadcast their latest check-ins, most often at stores and restaurants. Pinterest saw among the biggest bumps in usage, rising from 17% in 2012 to 28% in 2013.

Among the more general marketing strategies, restaurants also increased their use of daily deals and loyalty programs. And location-based marketing made among the biggest leaps. Sixteen percent of restaurants used the tactic last year, and this year that figure rose to 27%.

Mobile is giving location-based marketing a major boost, and it has a special value for restaurants, offering opportunities to reach mobile users as they’re scouring the streets—and their locati! on-enabled apps—for their next meal.

Both mobile sites and apps saw increased usage among restaurants this year: More than half of respondents had a mobile site, and nearly one out of three had a mobile app.

Menus topped the list as the most common feature available on restaurant apps. A restaurant search feature with location-based GPS was also used by 65% of restaurants with apps—presumably mostly chain restaurants that would have locations in many different places.

Offering nutritional information, integrating with users’ social media sites and ordering food via restaurant apps were also popular mobile app features.

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Thursday, September 19th, 2013 news No Comments

CMOs Using Marketing Analytics Sparingly; Most Forgo Formal Evaluation of Quality

source: http://www.marketingcharts.com/wp/topics/financial/cmos-using-marketing-analytics-sparingly-most-forgo-formal-evaluation-of-quality-36312/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Duke-CMO-Survey-Marketing-Analytics-Trends-Aug2013Worsening trends for marketing analytics in the US, according to the latest CMO Survey [pdf] from Duke University’s Fuqua School of Business. The percentage of projects estimated by CMOs to be using marketing analytics has dropped to 29% from 35% at this time last year, while two-thirds of CMOs now say their company doesn’t formally evaluate the quality of marketing analytics, up from 53.2% last year.

Another measure of marketing analytics’ influence is the degree to which its use contributes to company performance. And CMOs’ responses in this latest installment of the survey again show a declining trend: On a 7-point scale (with 7 being “very highly” and 1 “not at all”), CMOs gave analytics’ contribution a mean rating of 3.5, down from 3.7 in the February 2013 survey and 3.9 in the August 2012 survey.

Currently, analytics are most commonly being used to drive decision-making in the areas of customer acquisition (31.7%), digital marketing (28.5%) and customer retention (27.6%), per the study.

CMOs indicated that they infrequently leverage marketing analytics to answer their most challenging marketing questions. More than 1 in 8 said they weren’t leveraging analytics any of the time to answer such questions, compared to just 4.3% saying they do so all the time. (The mean rating was 3.7 on the 7-point scale, with 7 referring to use “all of the time.”)

Numerous studies (such as this one) have highlighted the difficulties marketers are facing when looking for the right talent for data analysis, and CMOs’ responses support those findings. On a 7-point scale (7=has the right talent), almost 4 in 10 respondents rated their company’s analytics talent as a 1 (12.9%) or 2 (25.4%).

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Friday, August 30th, 2013 news No Comments

Traditional Media Ad Spend to Dip; Digital to March On

source: http://www.marketingcharts.com/wp/interactive/cmos-traditional-media-ad-spend-to-dip-digital-to-march-on-36248/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

DukeCMOSurvey-Marketing-Spending-Projections-Aug2013It’s becoming a familiar story: marketers are shifting their budgets from traditional to digital marketing. Indeed, just 1 in 4 media buyers believe that traditional media will maintain a greater share of the marketing budget than digital in the years to come, according to a recent STRATA survey. The latest installment of The CMO Survey [pdf] from Duke University’s Fuqua School of Business indicates that CMOs continue to see a brighter future for digital than traditional media spending.

In this latest survey, CMOs estimated that they will increase their digital marketing spending by 10.1% over the next year. By comparison, they expect to rein in traditional media ad spending by 2.1%.

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Thursday, August 29th, 2013 digital No Comments

Data-Driven Marketing Efforts Increase – eMarketer

source: http://www.emarketer.com/Article/Data-Driven-Marketing-Efforts-Increase/1010108

Big Data has become a routine talking point for digital marketers, but are they merely paying the subject lip service, or shifting dollars as a result of their analysis? According to data management platform provider BlueKai, data-driven marketing has seen a 227% increase over the course of H1 2013. BlueKai surveyed marketing executives and media buyers worldwide in June, finding that 91% of respondents agreed that the use of data figured prominently into segmentation and targeting strategies.

Marketers also indicated that they were letting data influence the allocation of their resources. One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.

Email was the marketing area most often influenced by collected data. But marketers also indicated it was having a sizeable influence on retargeting, display targeting and creative optimization, among other strategies.

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Tuesday, August 6th, 2013 news No Comments

Local Merchants Overwhelmed by the Array of Available Digital Marketing Channels

source: http://www.marketingcharts.com/wp/direct/local-merchants-overwhelmed-by-the-array-of-available-digital-marketing-channels-35221/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Reply.com-Local-Merchants-Leading-Online-Marketing-Challenges-July2013A survey of local merchants around the US conducted by Reply.com reveals that a plurality 40% are spending 5 or more hours a week on marketing their businesses, but that the vast majority either have a single person (51%) or no-one at all (37%) managing or supervising their digital marketing programs and initiatives. With few internal resources to draw upon, merchants indicate that the biggest challenge they face with online marketing is that there are too many channels to address, a problem cited by 24% of respondents.

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Tuesday, July 23rd, 2013 news No Comments

Tag Management Becomes a Key Component of Big Data Strategy – eMarketer

source: http://www.emarketer.com/Article/Tag-Management-Becomes-Key-Component-of-Big-Data-Strategy/1010052

Improved analytics is cited as No. 1 benefit of tag management system

As tag management systems gain popularity, the platforms offer a streamlined approach to tagging, giving marketers more control over tags and fostering tags’ role in the collection and interpretation of digital data. On behalf of Tealium, a tag management system provider, Forrester Consulting surveyed US digital marketing decision-makers in May 2013 and found that more than nine in 10 said data integration was the next step in the evolution of tag management.

Among respondents who had actually implemented a tag management system, Forrester found that the greatest number, nearly three-quarters, said improved analytics implementations—making digital data more digestible—was a benefit of the system. Another 69% cited better marketing agility, pointing to marketers’ ability to assert more control over tagging, rather than needing to work through the IT department. Slightly fewer, 63%, cited better website performance, speaking to the potential to improve load times with streamlined tagging.

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Wednesday, July 17th, 2013 news No Comments

Tablet CPCs Almost the Same as Desktop CPCs for Paid Search

source: http://www.rimmkaufman.com/blog/rkg-digital-marketing-report-q2-2013-released/10072013/

In the paid search industry, Google’s Enhanced Campaigns have been top of mind for many, with the mandatory transition to the new model less than two weeks away.  While RKG data shows Google having another strong quarter with spending up 18% Y/Y in Q2, the performance impacts of Enhanced Campaigns have been minor to date for larger advertisers.

While smartphone CPCs accelerated from 55% of desktop levels to 60% as more advertisers transitioned to Google Enhanced Campaigns, the impact to total CPC growth was negligible.

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Monday, July 15th, 2013 news No Comments

SMB Digital Marketers Say Driving Sales is Their Top Priority

Source: http://www.marketingcharts.com/wp/interactive/smbs-look-to-digital-marketing-first-and-foremost-to-drive-sales-30179/

About half of SMBs engaged in digital marketing devote at least 50% of their marketing budgets to digital, according to [download page] a new study from Inc.com and Vocus. And with more than 1 in 5 devoting at least three-quarters of their budgets to digital, it’s not surprising that they’re looking for tangible value out […]

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Tuesday, June 11th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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