Archives by date

April 2013

CMOs Predict Sizable Budget Shift to Digital Marketing

April 30, 2013

Accenture-Budget-Shift-to-Digital-Marketing-Apr2013Fresh on the heels of a report finding that 4 in 10 global marketers around the world will be reallocating budgets to digital marketing (a report which itself came shortly after a US-based study indicating the same trend), a new study from Accenture has emerged looking at the topic from the perspective of CMOs around the world. And the takeaway is much the same: digital marketing is going to get more of the overall marketing budget next year. About 2 in 3 respondents said they would be devoting at least 25% of their budgets to digital marketing next year, up from 46% who said they would allocate that much this year. Read more »

Inbound Phone Calls, In-Person Visits Said Best for Generating Sales Leads

April 30, 2013

Ifbyphone-Channel-Effectiveness-Generating-Sales-Leads-Apr2013Talking to people works, according to results from Ifbyphone's "State of Marketing Measurement: Survey Report" [download page]. Asked to rate various marketing tools for their effectiveness in generating sales leads, respondents ranked inbound phone calls highest, with a rating average of 3.4 on an 8-point scale (where 1 represents the highest potential). In-person visits were virtually on par with inbound phone calls, with a rating average of 3.48. Read more »

Digital Marketers Say It’s Becoming More Important to Rank in Global Search Engines

April 30, 2013

BrightEdge-Growing-Importance-Global-Search-Engines-Apr20136 in 10 search marketers believe that it will be either much more (27%) or more (36%) important to rank in global search engines this year compared to last, according to results from BrightEdge's "2013 Search Marketer Survey" [download page]. A key aspect of reaching consumers around the world involves getting to the Chinese customer, and 41% of respondents believe it will be more important to rank in Baidu this year, versus about 1 in 10 who see this being less important. A recent report from Covario found that Baidu accounted for 1 in 4 global paid search clicks in Q1. Read more »

B2B Sales Reps Missing Tools For Effective New Product Launch Messaging

April 30, 2013

CorpVisions-B2B-New-Product-Launch-Messaging-Apr2013A survey of about 400 B2B salespeople and marketers around the world, conducted by Corporate Visions, has found that salespeople are not being armed with the right tools to deliver new product messages. In turn, almost 60% of respondents believe that only a minority of salespeople are delivering new product messages the way they were intended. Among the issues uncovered: only 38% of companies offer formal training to sales reps for new product launches at least three-quarters of the time, and only 22% said sales reps are required to demonstrate proficiency in message delivery. Read more »

Global Ad Spending: Telecom and FMCG the Fastest-Growing Sectors

April 30, 2013

Nielsen-Global-Ad-Spend-Growth-by-Sector-in-2012-Apr2013Global ad spending grew by 3.2% last year, but some sectors fared better than others, details Nielsen in further results released publicly from its Global AdView Pulse report. At the forefront of spending growth were the telecom and FMCG sectors, boosting expenditures by 7% and 6.8%, respectively. On the other end of the spectrum, spending by durables brands declined by 2.1%, while healthcare companies cut back slightly, by 0.7%. Read more »

QR Code Scanning Isn’t Just A Young Person’s Activity

April 29, 2013

ScanLife-QR-Code-Scanning-Q1-2013-v-2012-Apr2013QR code scanning - once the domain of the younger crowd - is becoming more evenly distributed across various age groups, according to [download page] data released by ScanBuy. The company, which says it processed a new high of 6.7 million scans via ScanLife in March, reveals that 57% of mobile barcode scanners were aged 35 and older in Q1, up from just 41% a year earlier. In particular, the 45-54 (18% share, from 12%) and 55 and older (14%, from 9%) groups represent rapidly growing proportions of scanners. Read more »

Marketing Teams Employing Growth Hackers “Champion” Measurement Efforts

April 29, 2013

Ifbyphone-Growth-Hackers-and-Marketing-Metrics-Apr2013Marketing teams are as likely to employ a growth hacker as a product manager, suggests a new study [download page] by Ifbyphone. The report reveals that 25% of marketers surveyed indicate that their team employs a growth hacker (defined by the researchers as "professionals that combine expertise in marketing, product development and technology to drive revenue"), with these respondents reporting an above-average likelihood to track a variety of marketing metrics including conversion rates (50% vs. 41%), marketing ROI (53% vs. 40%), cost per lead (52% vs. 38%) and customer acquisition cost (59% vs. 34%). Read more »

Pinterest Eats Into Facebook’s Share of Social E-Commerce Traffic

April 29, 2013

RichRelevance-E-Commerce-Referral-Traffic-Apr2013Pinterest is becoming a more influential source of social e-commerce referral traffic, per new data released by RichRelevance. Between the week ending December 10, 2012 and the week ending April 1, 2013, Pinterest's share of social shopping sessions grew from 6% to 25%, while Facebook's share decreased from 92% to 69%. The remaining platform analyzed, Twitter, has seen a steady, albeit more muted growth in traffic share, but remains a somewhat fractional player. Read more »

Search Marketers See Social Sharing Playing a Greater Role This Year

April 29, 2013

BrightEdge-Importance-of-Social-Sharing-to-SEO-Apr201331% of search marketers believe that social sharing of content will be a much more important means to improve rank this year than last, and another 49% believe it will be more important, according to results from the BrightEdge "2013 Search Marketer Survey" [download page]. None of the respondents believe social signals will decrease in importance - instead they recognize that understanding the correlation between social sharing of their pages and rank for these pages will only increase in importance, with 80% seeing this as either much more (33%) or more (47%) important this year. Read more »

Display, Social Play More of an “Assist” Role in the Online Purchase Journey

April 29, 2013

Google-Typical-Channel-Roles-Customer-Purchase-Journey-Apr2013Google has released a customer journey to online purchase benchmark tool, providing insights as to where different marketing channels impact the customer journey. Based on transactional data collected from Google Analytics accounts with e-commerce tracking enabled, the tool reveals that in the US, display, social and email each act more as an assist interaction, while paid search acts almost equally as an assist and last interaction. Read more »