marketing

Automation, Integration of Inbound Marketing Still Limited

source: http://www.emarketer.com/Article/Automation-Integration-of-Inbound-Marketing-Still-Limited/1010305

Inbound marketing primarily used to drive leads

Inbound marketing tactics, including content marketing, search engine optimization and use of social media marketing, are all critical for businesses looking to generate leads. But these tasks are also difficult to pull off, particularly the creation and marketing of content.

That was seen as both the most effective and most difficult inbound marketing tactic in a survey of B2B and B2C marketing professionals worldwide, conducted in September 2013 by Ascend2 and Research Underwriters.

Marketing automation is one technique to make inbound marketing tactics more strategic and complementary, as well as reduce much of the guesswork of inbound marketing, but the survey found that at this point, few were actually employing marketing automation. Just 16% of B2Cs and 14% of B2Bs reported using marketing automation extensively to manage their inbound marketing. That said, over 40% from both types of companies were employing marketing automation to a limited extent, indicating that use could grow in the near future.

Taking a look at those who ranked their inbound marketing tactics as very successful vs. those who saw them as unsuccessful, 45% of successful inbound marketers used marketing automation, vs. only 9% of unsuccessful inbound marketers.

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Thursday, October 17th, 2013 news No Comments

drag2share: Men Are Buying More Grooming Products Than Ever

source: http://feedproxy.google.com/~r/businessinsider/~3/4bibp8eUFkY/men-are-buying-grooming-products-2013-9

man looking in the mirrorMen are increasingly more likely to spend money to look good.

Products like hair serum and exfoliating scrubs are being sold to more men than ever, reports Matthew Boyle at Bloomberg News.

Global sales of men’s toiletries, not including razors, blades and shaving creams, will be up 5% to $17.5 billion this year, Boyle writes.

Companies are using clever marketing tricks to convince men their skin requires more maintenance.

“As a L’Oreal ad once warned: ‘You think you’re aging well? She thinks you’re letting yourself go,'” Boyle writes.

And even fashion designer Tom Ford is getting in on the trend.

Ford, who is a favorite of Justin Timberlake, recently introduced a purifying mask for men.


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Wednesday, September 25th, 2013 news No Comments

Top Reasons Consumers Give For Marking Emails as Spam

source: http://www.marketingcharts.com/wp/online/top-reasons-consumers-give-for-marking-emails-as-spam-36897/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Kentico-Top-Reasons-Marking-Email-as-Spam-Sept2013Kentico has released the results of a survey regarding consumers’ views of email marketing. While the company surveyed a relatively small sample of consumers (“more than 300″), some of the attitudes uncovered are intriguing. Among them: respondents are more likely to say they’d mark email from legitimate companies as spam because the companies email them too frequently (38%) than because the emails are unsolicited (34%).

Of course, there are various reasons for marking email as spam, and consumers likely have a number of them. In this case, it appears that the survey asked to choose a single reason. After those top 2 responses, 26% of respondents said they mark emails as spam when they don’t contain anything of interest. The remaining 2% said they do so when the emails seem shoddy with poor design and typos.

Frequency of emails has often been seen as the main culprit for unsubscribes (see here for an example), and it may be that consumers mark frequent emails as spam out of convenience, rather than unsubscribing. Recent research from Return Path, meanwhile, suggests that brands emailing less than once a week see better results than those emailing with more frequency.

Returning to the Kentico study, the results suggest consumer apathy towards email marketing’s progress over the years. In fact, the proportion believing email marketing has gotten worse (36%) over the past 5 years slightly outweighed the proportion believing it has gotten better (32%! ), with t! he remainder neutral.

Clutter may be a problem, as research has found that brands are sending more and more emails, with the average recipient receiving 416 commercial messages a month, according to one study. A plurality 37% of respondents to the Kentico study indicated that they “willfully” subscribe to 1-5 email lists, with 31% subscribing to 6-10 lists, 14% to 11-15 lists, 7% to 15-20 lists, and a brave 5% to more than 20 lists.

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Tuesday, September 24th, 2013 news No Comments

Most Americans Don’t Feel Like Marketers Understand Them

source: http://www.marketingcharts.com/wp/traditional/most-americans-dont-feel-like-marketers-understand-them-36863/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Y&R-Consumer-Attitudes-Individuality-Identity-Sept2013Just 11% of Americans approve of the way people like them are portrayed in marketing and advertising, although that figure rises to 29% when including survey results from Brazil and China, according to recent research from Y&R. Part of the problem may be that consumers have “fluid” identities, according to the researchers, that see them a part of many seemingly disparate groups. Globally, 55% agreed that their age doesn’t define them, with a majority also agreeing that their identity is “a work in progress.”

The results suggest that one unifying characteristic among the consumers surveyed in the three countries is their strong view of individuality: 6 in 10 agree that people should be able to marry, live and work however they want; and about half agree that success is determined by the individual, not by others.

Complicating matters for marketers trying to segment individuals: what they say and what they feel may be different. The researchers conducted two studies to gauge conscious and unconscious attitudes: a quantitative online study, and an implicit measurement study measuring unconscious consumer attitudes.

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Monday, September 23rd, 2013 news No Comments

drag2share: Pinterest Still Drives Higher Value Orders On E-Commerce Sites Than Other Social Media

source: http://feedproxy.google.com/~r/businessinsider/~3/dGOZq-2yUuY/pinterest-drives-higher-order-values-2013-9

We recently looked at how customers referred by social media are making larger purchases, $87 on average or $11 more than a year before. Let’s take a closer look at which social media companies are driving this increase in average order values.

Pinterest drives the largest purchase orders among social media, with an average order value of $93 in the second quarter of this year (6% growth year-over-year), according to Monetate’s most recent quarterly report.

Customers referred by Twitter now average a $90 purchase, a 25% increase year-over-year. (That’s more than the average order value of $86 attributable to Facebook users.)

Still, the biggest spending e-commerce customers are those who were not referred by any channel. They went to the e-commerce site directly. Of course, those “no referrals” may have been influenced by a brand’s Facebook page, an ad they saw alongside Google search results, or some other form of marketing or advertising. One in three global consumers say social media has influenced their purchases, according to Ipsos OTX.

Pinterest doesn’t yet offer any paid advertising opportunities that brands and retailers might use to promote sales and offers, which probably explains Pinterest’s dramatic dip in average order value during the 2012 holiday quarter.

<i! mg src=” http://static2.businessinsider.com/image/523760b86bb3f77a58dca741-620-/bii-social-average-order-value-1.png” border=”0″ alt=”BII social average order value” width=”620″>

Although social media shows promise as an e-commerce referrer, the volume is still not there. Search and email still trump social media when it comes to conversion rates. Leading the charge is AOL Search with a 4% conversion rate.

Download the chart and data in Excel.

BII social companies conversion rates


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Wednesday, September 18th, 2013 news No Comments

B2B Print Ad Sales Continue Steady Decline in 2013

source: http://www.marketingcharts.com/wp/print/b2b-print-ad-sales-continue-steady-decline-in-2013-36675/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Ad sales declined have been particularly pronounced in some industries. During the first quarter, for example, sales wer down by almost 20% year-over-year for the business, marketing and advertising (-19.97%), aviation, aerospace and military (19.75%) and electronic engineering (-19.62%) sectors. In fact, of the 22 sectors measured, only 7 posted increases. Only one sector –  travel, business conventions and meetings – registered increases in ad sales throughout the first 4 months of the year.

Print continues to be one of the key B2B media and information revenue sources behind trade shows and events, but its contribution to overall revenues is declining. Last year, print accounted for 29% of revenues, down from 37% in 2008.

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Sunday, September 15th, 2013 news No Comments

Agencies Use Content, Case Studies to Generate Leads – eMarketer

source: http://www.emarketer.com/Article/Agencies-Use-Content-Case-Studies-Generate-Leads/1010213

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

Older Generations More Loyal to Brands in the Grocery Store

source: http://www.marketingcharts.com/wp/topics/branding/older-generations-more-loyal-to-brands-in-the-grocery-store-36618/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Acosta-Increasing-Store-Brand-Purchases-by-Generation-Sept2013Generational differences abound in grocery shopping behavior, reveals Acosta Sales & Marketing [download page] in a new report. The study indicates that younger shoppers tend to be less loyal to brands: 42% of Millennials (born between 1982 and the early 2000s) say they’re buying more store brands to save money, a figure that drops to 36% among Boomers (born between 1946 and 1964) and just 26% of Silents (born between 1925 and 1945).

Although they make the most number of routine shopping shopping trips per month (4.1 on average), Millennials have the smallest average monthly grocery spend.

At $252.60 per month, Millennials trail Silents ($263.70) and Baby Boomers ($295.50) in average monthly grocery spend, with Gen Xers (born between 1965 and 1981) spending easily the most ($323.10).

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Thursday, September 12th, 2013 news No Comments

Making Sense of Blurring Channels Marks the Latest Key Digital Trend

source: http://www.emarketer.com/Article/Making-Sense-of-Blurring-Channels-Marks-Latest-Key-Digital-Trend/1010202

Measurement and attribution are increasingly important

Omnichannel marketing first took hold among retailers anxious to tap into consumers’ time-, place-, platform- and device-shifting habits, and digital continues to blur where, when and how people interact with marketers, according to a new eMarketer report, “Key Digital Trends for Q3 2013: How Omnichannel Is Blurring Boundaries Everywhere.”

Expansion, and now contraction, in what constitutes a consumer is due in part to the erosion in meaning of established terms like “mobile.” For example, when a majority of mobile device usage takes place at home, mobile no longer differentiates a sedentary consumer from one who is on the go. The mobile device is merely another representation of the consumer, increasingly indistinct from any other computing device.

Just as the lines between online and offline consumers have blurred, divisions between branding and direct-response advertising are also eroding. eMarketer estimates that out of a total of $41.94 billion in US digital ad spending in 2013, nearly 60% will go toward direct response. However, those allocations are set to shift as digital absorbs an ever-greater share of consumers’ media time. In 2017, eMarketer projects branding and direct response will enjoy nearly equal portions of the digital advertising pie.

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Wednesday, September 11th, 2013 news No Comments

In-House Agencies Becoming More Common; Tasked With Range of Services

source: http://www.marketingcharts.com/wp/interactive/in-house-agencies-becoming-more-common-tasked-with-range-of-services-36447/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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An in-house agency was defined as “a department, group, or person that has responsibilities typically performed by an external advertising or other marcomm agency.”

Among the various traditional and digital creative services listed, respondents with in-house agencies indicated that they were most commonly handling collateral and promotional materials for traditional media (91%), followed by email (77%), trade show and event materials (73%) and direct mail (72%).

Research of late has shown that agencies are being increasingly sought after for their strategic expertise, and the ANA data indicates that many in-house agencies are also handling strategic initiatives beyond just the creative (60%), extending to marketing and product strategy (56%) and brand or corporate platform strategy (48%).

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Friday, September 6th, 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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