Marketers Look for Mobile to Improve Customer Engagement



That same study revealed that mobile applications are considered to be the most effective mobile tactic for driving audience engagement, with few seeing SMS as an essential tactic.

Mobile apps are becoming more rapidly adopted, per the Ascend2 study: among those using or planning to use mobile marketing, 35% are using or plan to use mobile apps, on par with the proportion using or planning to use mobile social media (33%) and mobile-optimized email (32%). Fewer are interested in SMS messaging (22%) and QR codes (12%), while the most common mobile marketing type in use or planned by this group of respondents is a mobile-optimized website (54%).

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Saturday, June 21st, 2014 news No Comments

Which Channels Do Marketers Find Best for Generating and Converting Leads?



While the share of marketers indicating in-person visits to be their most valuable declined from last year, the overall ratings ascribed to this method for its potential to bring in high-value revenue actually increased. This year, in-person visits received an average rating of 7 (on a 9-point scale) for its propensity to garner high-value leads, up from 6.5 last year.

Beyond offline methods, PPC clicks/website visits and email inquiries were tied, with 11% of marketers tabbing each as their most valuable channel for lead conversion. But email inquiries scored a higher average rating (6.3) than PPC clicks/website visits (5.4) for their ability to generate high-value revenue.

Compared to last year’s survey, marketers this year seemed less enthused by webinar attendance and instant messaging. Those channels were at the bottom of the list in terms of lead conversion ability and ability to generate high-value revenue – and both were down from last year on each measure.

Interestingly, while offline methods are seen best for converting leads into sales, respondents to the study! find on line channels to be tops for sourcing high-value leads. Email led all channels for sourcing leads (57% preferring), followed by SEO and PPC (55%) and social media (44%). Each of those channels saw an increase in share of respondents from last year.


By contrast, the next-most preferred lead generation channels, conferences, tradeshows and events (39%) and direct mail (26%) were relatively flat from last year. Fewer respondents this year (23%) see PR as a preferred channel for generating high-value leads. And while slightly more recognized print ads (16%) and TV (9%) as valuable, those channels are still solidly in the minority. (It’s also worth noting that these results may correlate with actual usage, as marketers are likely much more apt to be using email marketing and social media than to be buying print or TV ads.)


Monday, May 26th, 2014 news No Comments

Agencies Use Content, Case Studies to Generate Leads – eMarketer


LinkedIn leads as best social network for recruiting new business

For agencies targeting new business opportunities, the best tactics are a mix of traditional and new media—with a heavy emphasis on digital. According to a July 2013 survey of US agency executives from RSW/US, a business development firm, client case studies and content marketing posted on the agency website were the top two promotional tactics used to generate leads, cited by 62.6% of respondents each. The agency blog was also seen as effective, even slightly more so than social media outreach. And half of respondents cited press releases and publicity as a useful means of getting the names of potential new clients.

Email lead capture programs were seen as effective for generating leads by just 29.7% of agency execs, while advertising was even less popular.

Unsurprisingly, when rating the most important social platform for generating new business, LinkedIn was No. 1, cited by 46.2% of respondents, followed by a company blog, with a 24.1% share of total responses. Facebook and Twitter were tied for a lesser 13.8% of respondents.

But when ranking networks independently, rather than against each other, based on their effectiveness for driving new business, LinkedIn’s lead substantially diminished. Asked by RSW/US in April 2013 about social platform use vs. effectiveness for generating new business, LinkedIn and Facebook were tied by both measures. Twenty-one percent used each network to get leads, and 19% of users rated each as effective—defined as deserving a seven to 10 on a scale of 10. Twitter also showed a comparable amount of value. Twenty p! ercent used the microblog, and 17% of agency execs considered it effective.

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Friday, September 13th, 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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