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Roughly 7 in 10 large enterprises consider digital initiatives to be either the "most important factor" (14.5%) or "of major importance" (55.1%) to their financial success in the next 5 years, finds Tata Consultancy Services (TCS)
in a recent study. The survey - fielded among 820 respondents at companies in 4 major regions with mean revenue of $25.8 billion - finds that enterprises are on average spending more than $100 million on digital initiatives. So where's the money going?
: CMO Council
: Familiar metrics top the list of those used to track the effectiveness of digital marketing or online advertising campaigns, with clicks, response and conversion rates (51%) the most commonly-cited top-5 measure, per the CMO Council's survey of 525 marketers around the globe. Page views, time on site/page and registrations/sign-ups (50%) and website performance (47%) are close behind, showing the centrality of websites as a digital marketing tool
. Further down the list, one-third cite social media metrics as a top-5 metric, while fewer point to revenue measures such as incremental revenue per customer (14%), value of deals and length of selling cycle (7%).
: Yesmail Interactive
: Yesmail's analysis of email database subscriber behavior during Q2 shows that just 1.3% of B2B email subscribers could be considered active (having opened or clicked within the past 90 days), the lowest proportion of the industries studied (as with last year
). The B2B industry's low activity rate appears to be the result of targeting smaller niches rather than low open rates, as the industry's unique open rate of 18.8% was among the top-half for the 12 industries tracked by Yesmail. Meanwhile, the healthcare (17.8%) and publishing (15.1%) industries enjoyed the highest subscriber activity rates, per the study.
Digital channels are beginning to rank among the top-budgeted areas of marketers' program spend, finds the CMO Council in its latest State of Marketing report
[download page]. Indeed, websites, microsites and communities now rival trade shows and conferences in share of planned program spend, outweighing TV advertising as well as lead generation and thought leadership (including content syndication). As expected, the biggest changes in the works are reserved for digital channels.
Mobile devices accounted for 64.5% of all email opens during the second quarter of this year, says Yesmail Interactive in its latest quarterly report
[download page] covering Q2 email activity. The study - which uses a new adjusted figure for Android opens to account for those devices' frequent default "images off" setting - indicates that while mobile devices lead in email opens, they trail in several other important measures.
: Leichtman Research Group (LRG)
: After threatening to top the number of pay-TV subscribers last year
, the number of cable companies' broadband subscribers finally reached that milestone during Q2, per LRG data. Overall, though, the number of US broadband subscribers (85.9 million) boasted by the top providers trails the number of pay-TV subscribers (95.5 million) enjoyed by the top providers, as cable providers have a larger share of the broadband than pay-TV market (which has gradually been shifting to telephone providers).