marketing mix

Two-Thirds of Marketers and Agencies Likely to Invest in Native Ads and Content Creation

source: http://www.marketingcharts.com/wp/online/two-thirds-of-marketers-and-agencies-likely-to-invest-in-native-ads-and-content-creation-36794/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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The definition of native advertising remains somewhat murky (the IAB has set up a task force to tackle this problem), but many forecasts see digital ad sponsorships as a growing area, depending of course, on their definition.

Meanwhile, other results from the Advertiser Perceptions study suggest that 60% share of respondents’ digital ad budgets will be spent on direct buying in the coming 6 months, with the remainder on programmatic buying. Interestingly, during that time frame, respondents expect to allocate 61% of their mobile advertising budgets to mobile phones, with only 39% going to tablets. Based purely on an analysis of consumers’ online time spent with these devices, phones may actually be underweighted, although tablet users may indeed present a more attractive demographic than smartphone users.

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Thursday, September 19th, 2013 news No Comments

drag2share: Social Media As Part of Marketing Mix of Small Businesses

source: http://feedproxy.google.com/~r/businessinsider/~3/m3safwzygl4/a-primer-on-social-crm-2013-8

An in-depth discussion of social CRM products goes beyond the scope of this report, but since a social strategy potentially involves patching together many different solutions, it’s worth taking a peek at the landscape.

Most companies that are longtime players in the CRM space have noticed the demand for social media-integrated add-ons.

Small BusinessesSalesforce is perhaps the biggest name to expand into social strategies for customer management. The company has made numerous acquisitions in an effort to make social a key element of its cloud-based tools. The major downside to the Salesforce Marketing Cloud and related products is the price tag. (Starting at $5,000 per month, the price puts the platform out of reach for the one-fifth of smaller U.S. businesses who use CRM systems.)


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Wednesday, August 28th, 2013 news No Comments

How B2Bs Are Working Social for Leads

source: http://www.emarketer.com/Article/How-B2Bs-Working-Social-Leads/1010162

B2B marketers know intuitively and anecdotally that social media brings them good leads. But when it comes to proving that social marketing shortens the sales cycle and delivers revenue, things get hazy; a proven formula for exactly how social helps close a sale is still elusive.

Nevertheless, marketers are so enthusiastic about social marketing’s effect on top-of-funnel engagement that they say social is here to stay. It has become a core element of their lead generation efforts. And they have hammered out a number of best practices that are worth sharing and emulating.

“Social media marketing is no longer a nice to have—it’s a must have,” said Mark Yolton, senior vice president of digital, social and communities at business software and services purveyor SAP. “Our customers expect it. Our competitors are all doing it. And unless we embrace and excel at social media marketing integrated into the full marketing mix, we’ll be at a competitive disadvantage.”

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Monday, August 26th, 2013 news No Comments

Inbound Marketing Costs Less than Outbound Marketing; Growing in Importance too

Source: http://www.marketingcharts.com/direct/inbound-marketing-costs-less-12762

Marketers who spend more than 50% of their lead generation budget on inbound marketing channels report a significantly lower cost per sales lead than those who spend 50% or more their budgets on outbound marketing channels, according to the “State of Inbound Marketing Report” [pdf] from internet marketing firm Hubspot.

Average Cost Per Lead $200 Less
The average cost per lead by inbound marketing-dominated firms in 2010 is $134. This is $198, or 60%, less than the $332 average cost per lead at outbound marketing-dominated firms. This percentage differential has remained consistent from a 61% higher average lead generation expense reported by outbound-marketing-dominated firms in 2009.

3 of 4 Major Inbound Channels Cost Less
When asked to rank each lead generation category as “below average cost,” “near average cost,” or “above average cost,” businesses consistently ranked inbound marketing channels as having lower cost than outbound channels. Only PPC (pay-per-click search) had overall cost rankings comparable to those given outbound channels.

Social media and blogs had the highest “below average cost” rankings for both 2009 and 2010 (55% as a combined category in 2009 and 63% separately in 2010).

Trade shows, with their requirements for travel and expenses, as well as space rental and booth setup/removal for companies who exhibit, had the worst cost rankings in 2009 and 2010. In 2009, 55% of companies said trade show costs were above average and only 18% said they were below average. These figures improved moderately in 2010 (48% and 22%, respectively), but still left trade shows as clearly the least cost-effective marketing channel.

Inbound Marketing Grows in Importance
Inbound marketing is continuing to grow in importance at the expense of outbound marketing, according to other findings from the State of Inbound Marketing Report.

As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010 (38% to 39%), while outbound marketing contracted more significantly (29% to 24%). The net effect is that the gap widened from inbound marketing, which had a 9% greater share of the overall marketing budget than outbound marketing in 2009, to a 15% greater share in 2010. Roughly one-third of the lead generation budget is considered “not classified.”

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Sunday, May 2nd, 2010 digital 2 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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