- Posts tagged Online Marketing
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Current Digital Marketing Capabilities for Marketers, Agencies & Publishers [CHART]
Most marketers are not yet confident in their ability to execute complex digital marketing programs, details PulsePoint [download page] in May 2012 survey results. The study found that a multi-channel approach (referring to marketing programs using 2 or more channels) was the most commonly identified capability, at 65% of marketers, with just one-quarter saying they are capable of running more complex cross-channel marketing programs (referring to programs across multiple digital channels that are highly coordinated). Only 1 in 10 engage in real-time interactive marketing, the most sophisticated capability that leverages real-time or dynamic interactions to automatically deliver the most relevant messages and content across digital channels and programs.
Interestingly, agencies appear more confident in their ability to execute more complex digital campaigns: 27% said they were capable of handling a real-time interactive marketing program, compared to 13% of publishers and 10% of marketers. Read the rest at Marketing Charts.
Online Marketing ROI Metrics [CHART]
Others are attempting to roll digital measurement into the larger branding evaluation picture by importing traditional offline count metrics like the gross rating point (GRP). A December 2011 survey from DIGIDAY and Vizu of North American marketers found this mixture was the most popular method for calculating online marketing ROI. Read the reast at eMarketer.
Real-Time Branding [CHART]
Q4 2011 data from publishing solutions provider Maxifier showed US ad agencies optimized their branding campaigns with a frequency similar to that of their direct-response campaigns. The data also suggested that UK marketers may be slightly behind their US counterparts in this trend. Read the rest at eMarketer.
Tracking & Segmenting Customers [CHART]
According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of doing so in a way that delivers a personalized experience in real time and across multiple channels.
More than half (58%) of advertisers and 39% of agencies said they were able to track and segment their best customers. However, agencies were more than twice as likely (12%) to be able to incorporate both online and offline data into the segmentation process, compared to just 5% of advertisers capable of this more advanced approach. Read the rest at eMarketer.
Brands Websites vs. Mobile Sites [CHART]
December 2011 research from L2 Think Tank indicated that, although most of the beauty/skincare, fashion, hospitality, retail and watch/jewelry brands studied had commerce and store locator functions enabled on their mobile sites, just as they did on their desktop websites, relatively few had as many other features available via mobile. Read the rest at eMarketer.
Small Business Online [INFOGRAPHIC]
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How US Health Organizations Reach Customers [CHART]
A survey by communications software company Varolii notes that only 26% of healthcare organizations are employing social media strategies to reach customers. The most common strategies are through more traditional channels—email, direct mail and websites or blogs. Read the rest at eMarketer.
Reasons Small Businesses Don't Have Websites [CHART]
Less than half (45%) of small businesses have websites, according to data analyzed by online form builder Formstack. However, this figure, recorded by Discover Credit Cards in 2009, still represents roughly 36% growth from 33% in 2007. Read the rest at Marketing Charts.
