February 1, 2012
66% of global consumers reported switching providers in at least one industry in 2011 due to poor customer service, representing a rise of 3% from 64% in 2010 and 12% from 59% in 2009, according to [pdf] a survey released in January 2012 by Accenture. Surprisingly, consumers switched providers even as they reported increased satisfaction across a variety of service characteristics evaluated: for example, the proportion who were very or extremely satisfied with the politeness and friendliness of employees rose 7% points over 2010 to reach a majority, 54%. Read More »
January 23, 2012
When reviewing and evaluating agency relationships, the majority of multi-national client marketers look at strategic contributions (57%) and business value created (56%), according to [download page] a CMO Council survey released in January 2012. Other key considerations include agency efficiency and effectiveness (50%), market impact and success of campaigns (42%), and creative excellence (42%). Yet although senior marketers appear to have an array of methods by which to evaluate their relationships, slightly more than two-thirds do no have solutions or hosted services that improve the agency benchmarking and evaluation process. Read More »
January 23, 2012
A “one-staff-fits-all” strategy may not be the best approach for local media companies, according to a January 2012 report from Borrell Associates, which finds that sites with dedicated digital account executives (AEs) outperform those without by a factor of 2.5. In fact, gross online revenue per sales representative (online dollars divided by all representatives selling digital products) is roughly $186,000 for sites with digital AEs, compared to $73,300 for those without any dedicated AEs. Read More »
January 17, 2012
Nearly all (97%) brand advertisers want their primary marketing objective to be well defined in advance of their online campaigns, with 73% of media sellers also highlighting the importance of this alignment, saying that agreement around what constitutes success is the top way to help them improve results for advertisers, according to [download page] a survey released in January 2012 by Digiday, sponsored by Vizu. However, only 18% of agencies said they are able to establish a single objective against which ROI will be measured with their clients in advance of a campaign.
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January 11, 2012
Three-quarters of marketers rank specific sector experience between a 7 and 10 on a 10-point scale of importance (with 10 being the most important) when looking for a new agency, according to [download page] a survey released in January 2012 by RSW/US. In fact, the highest proportions of respondents rank sector focus a 10, 9, or 7 (all at 20%) in importance when looking for a new agency, compared to only 8% combined ranking it a 4 or lower.
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January 9, 2012
84% of search marketers say social signals such as likes, tweets, and Google +1s will be either more important (53%) or much more important (31%) to their SEO this year as compared to 2011, according to [download page] a BrightEdge survey released in January 2012. The remaining 16% say they will pay the same attention to these signals this year, meaning that that none of the search marketers surveyed believe these social signals will decrease in importance for them this year.
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May 12, 2011
Measurement, analysis and learning is the most frequently cited bottleneck affecting marketers, according to [pdf] a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011″ indicates 57% of North American and European marketers consider measurement, analysis and learning to be a bottleneck.
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May 5, 2011
Unhappiness with an existing agency’s strategy or thinking is the leading reason US marketers bring in competing agencies for review, according to data compiled in March 2011 by agency/client relationship advisers RSW/US. The “2011 New Business Report: A Client’s Look Ahead at Agencies” shows that 40% of respondents cited this factor, followed by unhappiness with creative (37%).
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May 4, 2011
More than half (55%) of US marketers state they have shifted 30% or more of their marketing spend into the digital space in the past three years, according to data compiled in March 2011 by agency/client relationship advisers RSW/US. The “2011 New Business Report: A Client’s Look Ahead at Agencies” shows that this figure has dropped 18% from 67% in 2010, but still indicates aggressive digital marketing activity.
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May 3, 2011
Only 44% of US marketers are truly happy (giving a rating of 8 or higher on a 10-point scale) with their primary marketing agency, according to data compiled in March 2011 by agency/client relationship advisers RSW/US. The “2011 New Business Report: A Client’s Look Ahead at Agencies” shows that a combined 68% are happier than average (a rating of 6 or higher).
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