marketing budget

Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014

source: http://www.emarketer.com/Article/Nearly-Half-of-B2Bs-Expect-Marketing-Budget-Bump-2014/1010238

More use video sharing

Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.

The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.

Eighty-four percent of B2B marketers used social networks this year, up from 79% in 2012, while both blogs and microblogs saw a decline in B2B use this year. Photo sharing also saw a precipitous decline over the last year. Video sharing, however, continued its growth trend, in use by 37% of surveyed B2B marketers.

In September, B2B Magazine released an analysis of data from Kantar Media, which found that ad spending among t! he top 50 B2B advertisers in the US had increased by 4.8% between 2011 and 2012 for a total of almost $4.3 billion. However, the only channels that saw ad spending growth were television, outdoor and consumer magazines. Online display ad spending dropped by 1.3%, according to B2B Magazine. Still, online display ads accounted for 10.5% of US B2B ad spending, behind only television (59.6%).

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Tuesday, September 24th, 2013 news No Comments

drag2share: Facebook Users Are Uploading 350 Million New Photos Each Day

source: http://feedproxy.google.com/~r/businessinsider/~3/bNr4jfa7b8M/facebook-350-million-photos-each-day-2013-9

Facebook revealed in a white paper that its users have uploaded more than 250 billion photos, and are uploading 350 million new photos each day. To put that into perspective, that would mean that each of Facebook’s 1.15 billion users have uploaded an average of 217 photos apiece. These numbers do not include photo uploads on Instagram.

Facebook is the world’s largest photo-sharing site, and the acquisition of Instagram solidified its place at the top of all photo-sharing activity on the Web. However, Snapchat, despite being much smaller than Facebook, has proven to be a serious contender and drives incredible photo-sharing volume. Snapchat has also reported that its users share an average of 350 million photos daily. Read >

bii blog 2 Majority Of Brands Plan To Increase Social Media Spending (Socialbakers)
Socialbakers surveyed more than 1,000 marketers to find out how much their social media spending will increase over the next three years; 82% of respondents said their Facebook marketing budgets will increase. Read >

Facebook Testing New Marketing Analytics Tool For Retailers (Inside Facebook)
Facebook Marketing Lead Joshua Opoku says Facebook has developed a marketing analytics tool that lets retailers evaluate return on ad spend and volume per dollar spent on Facebook. Such a tool will provide advertisers with much-needed transparency about the performance of their ads on Facebook and help them determine how much of their marketing budget should be allocated to Facebook. Read >


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Wednesday, September 18th, 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

B2B Marketing Budget Outlook Improves

source: http://www.marketingcharts.com/wp/print/b2b-marketing-budget-outlook-improves-26247/

BtoB-Marketing-Budget-Outlook-2013-v-2012-Jan201348.7% of B2B marketers expect to increase their budgets this year, per findings from a BtoB study. Generally speaking, marketers appear to have a rosier budget outlook this year than last: respondents were 21% more likely this year to say they would increase their budgets (48.7% vs. 40.1%), and 12% less likely to say they would cut them (9.5% vs. 10.8%). Most of that money will be spent on demand generation and customer acquisition, the top goal for 69.3% of respondents.

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Friday, July 12th, 2013 news No Comments

Optimization Seen As Needed But No Additional Budget Allocated

Source: http://www.marketingcharts.com/wp/interactive/optimization-activities-not-getting-any-more-of-the-marketing-budget-this-year-29185/

Optimization Activities Not Getting Any More of the Marketing Budget This Year

May 2, 2013 by MarketingCharts staff

Adobe-Share-Marketing-Budgets-Optimization-May2013Not only is optimization not getting a bigger slice of the marketing budget pie this year, it may actually be getting a slightly smaller share, per results [download page] from the Adobe 2013 Digital Marketing Optimization Survey. This year, 53% of the digital marketers surveyed from around the world said they devote less than 5% of their total marketing budget to optimization activities (including agency fees, professional services, and technology), up from 48% last year. Only 6% of respondents are allocating more than one-quarter of their budgets to these activities, relatively unchanged from last year’s 7%.

 

Digital Marketers Leave Optimization Opportunities Unexplored

June 4, 2012 by MarketingCharts staff

adobe-optimization-budgets-june2012.jpgDigital marketers are not taking full advantage of the conversion opportunities presented by data-driven optimization, finds an Adobe survey released in May 2012. Indeed, despite spending high amounts of money and energy acquiring traffic, marketers are not following through by devoting significant funds to optimization strategies that can increase their returns. In fact, 81% of the more than 1,700 digital marketers surveyed reported spending 15% or less of their marketing budgets on optimization activities. And beyond this lack of investment, many are also not exploiting critical opportunities: 53% are not optimizing the relevance of their on-site search results, and 52% say that testing consumer engagement is not a priority at their organization.

 

Marketers Tab Mobile Optimization the Year’s Most Exciting Digital Opportunity

January 11, 2013 by MarketingCharts staff

Econsultancy-Digital-Marketers-Exciting-Opportunities-for-2013-Jan2013Presented with a list of digital-related opportunities and asked to name the three most exciting for their organizations this year, 43% of digital marketers pointed to mobile optimization, according to[download page] a new Econsultancy study produced in association with Adobe. Mobile optimization – which the report refers to in part as the need to make every digital experience work well on any device in any location – took top honors from last year’s leader, social media engagement, which tumbled from 54% to 35% of respondents.

Content Marketing Top Priority for Digital Marketers This Year

January 10, 2013 by MarketingCharts staff

Econsultancy-Digital-Marketers-Top-Priorities-for-2013-Jan2013Content marketing has beengetting more attention of late, and new survey results[download page] from Econsultancy confirm that this area is top of mind for digital marketers this year. When asked which 3 digital-related areas are the leading priorities for their organization in 2013, 39% of in-house digital marketers surveyed tabbed content marketing, up from 29% last year. Tied with content marketing at the top of the list was conversion rate optimization (up from 34% last year), slightly ahead of last year’s leader, social media engagement (38%).

Targeting and personalization, a new option in this year’s survey, also is a focus for digital marketers, with 37% citing it as top-3 priority. Some areas taking a step back from last year include content optimization (31%, down from 39%), brand building/viral marketing (26%, from 32%), video marketing (9%, from 21%), and social media analytics (9%, from 19%). Connected TV, also a new option this year, failed to garner a vote.

Companies See Room For Improvement In Conversion Rate Optimization Best Practices

November 2, 2012 by MarketingCharts staff

Most companies are employing a variety of conversion optimization best practices but are dissatisfied with their proficiency in them, finds an[download page] October 2012 report from Econsultancy and RedEye. Asked to identify which best practices they carry out from a list provided, at least 6 in 10 have an approach for each, but most of those believe they can improve on their approach.

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Thursday, May 2nd, 2013 news No Comments

Samsung’s Massive Marketing Budget (AAPL)

Source: http://www.businessinsider.com/chart-of-the-day-samsungs-massive-marketing-budget-2012-11

Another great chart from Horace Dediu at Asymco. He looks at the advertising budget of Apple, Samsung, HP, Dell, Microsoft, and Coke. Why include Coke? Because it’s a huge advertiser, and its “primary cost of sales is advertising.”

As you can see, Samsung is blowing all the companies away in advertising and marketing.

Not a bad price to pay, if it means you get to become the world’s biggest smartphone company. Certainly HTC wishes it had Samsung’s marketing budget.

chart of the day, samsung's marketing budget in context, november 2012

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Friday, November 30th, 2012 news No Comments

Zynga Is About To Lose Its Global Director Of Brand Advertising

Source: http://www.businessinsider.com/sources-zynga-is-about-to-lose-its-global-director-of-brand-advertising-2012-2


manny anekalManny Anekal, the global director of brand advertising at Zynga, is leaving the company to become COO of Kiip, a firm that operates a network that places branded rewards inside mobile games for advertisers, according to two sources.

Anekal’s Linkedin page currently states he has been on extended medical leave from Zynga. He is expected at Kiip next week.

Kiip has 20 employees, is based in San Francisco, and its clients include Best Buy, Disney and Sony. The company inserts branded rewards inside mobile games for advertisers. When players reach a new level, for instance, Kiip can reward them with free merchandise from advertisers.

Anekal leaves Zynga after its sales and marketing budget rose to $234 million, according to its Q4 2011 results.

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Wednesday, February 15th, 2012 Uncategorized No Comments

Spending Tons Of Money To Attract New Customers Is A Stupid Idea

Source: http://www.businessinsider.com/spending-tons-of-money-to-attract-new-customers-is-a-stupid-idea-2011-11


If you’ve ever tried to explain the concept of “make new friends but keep your old ones” to a five-year-old, you have a pretty good perspective on how many high-growth businesses approach customer acquisition and retention.  Growing businesses tend to spend so much of their time and money acquiring new customers that they often overlook their best source of growth: retaining and growing their existing customer base.

One of our clients has more than 90 percent of its resources–people, marketing budget, etc.–focused on creating millions of new customers a year. Their business model is based on monthly recurring feeds, much like the cable or wireless industries. Customers come in and they stay…until they don’t. An analysis of the client’s historical data shows that the average customer stays for an average of 2.5 years. Because their customer acquisition cost is lower than their expected customer lifetime revenue, they reach a break-even point in less than two years. So it’s a great business, as long as they keep generating new customers, right?

Wrong. The problem is that as the management team’s growth expectations increase, it gets increasingly harder to acquire more customers. As a result, customer acquisition costs go up and the quality of customers, in terms of how long they stick around, goes down.

To solve this growth dilemma, the client needs to ask three key questions:

  • What revenue growth will we achieve if we keep our existing customers for just one additional month, on average?
  • What will it cost us to do this by, say, improving customer service or adding customer benefits?
  • How does this growth compare, both in magnitude and cost, to acquiring new customers?

The answer for our client will be the same as it is in almost all businesses. It’s cheaper, easier, and more effective to retain current customers than it is to acquire new ones. In fact, if this business can retain all of its customers by just one additional month on average, they can achieve an additional 3 percent of annual growth. If they can retain their customer base for four additional months, they can create double-digit growth–without adding a single customer.

It’s simple math–something that even a five-year-old might understand.

This post originally appeared on Inc.

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Tuesday, November 29th, 2011 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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