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The digital marketing landscape is evolving rapidly. Are you keeping pace with your competitors? This fall, Demand Metric surveyed over 500 digital marketers across B2B, B2C and agency organizations on the landscape of digital marketing moving into 2014. They found that sophisticated digital experiences are having a significant, measurable impact on brand perception and revenue growth. In fact, 76% of organizations who put a high priority on digital experience creation reported revenue growth this fiscal year. Find out: - What’s working now - What organizations are planning to do in 2014 - The benefits & challenges of creating digital experiences - How ingenuity & agility play a larger role than budget or company size - Plus, analyst recommendations for increased brand perception & revenue growth in the new year
Citation preview
2014 Digital Marketing Landscape: The Power of Digital Experiences
Benchmark Study Results
Sponsored by:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
!
Today’s Agenda
§ Background
§ Findings
§ Conclusions
§ Next Steps
§ Q & A
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#DigitalMarketing
Today’s Presenters:
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#DigitalMarketing
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Jerry Rackley Chief Analyst
Demand Metric
Jessica Collier Marketing Communications Director
ion interactive
Study Sponsor
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#DigitalMarketing
Turning click throughs into breakthroughs…
ion provides software and services that allow marketers to create highly sophisticated,
powerfully creative & interactive marketing micro apps — that can be created and tested with
zero code.
Landing pages? Of course.
What else? Microsites, multi-step forms, conversion paths, marketing apps, responsive & mobile
& more!
For more information, visit: www.ioninteractive.com!
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!
#DigitalMarketing
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The great digital migration of marketing The biggest challenges for marketers in this transformation to digital arise from:
#DigitalMarketing
§ Explosion of digital touch points
§ Speed at which digital interactions are triggered & evolve
§ Rising expectations of customers
§ Virtual proximity of “competitors” & influence of social media
§ Shift in information asymmetry from sellers to buyers
Customer
experience as the
core of marketing
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#DigitalMarketing
Why is customer experience becoming the
heart of modern marketing?
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#DigitalMarketing
1. Great experience = great brand
2. Everything in the customer experience is now a part of marketing
Study Background
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#DigitalMarketing
Research Questions:
“What is the current digital marketing landscape?”
§ Budget allocation and priority?
§ Platforms & degree of sophistication of digital experiences?
§ Scope of digital marketing approaches – current and future?
§ Benefits & challenges?
§ Measurements?
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#DigitalMarketing
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Survey
§ Demand Metric & Ascend2 communities invited to participate
§ 600+ complete & partial responses
§ Data analysis using SPSS
§ Only statistically significant findings reported
#DigitalMarketing
Categorization Data
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Type § B2B: 60% § B2C: 17% § Both: 16% § Agency: 7%
Role § President/CEO: 24% § Marketing: 62% § Sales: 3% § IT: 2% § Finance: 1% § Other: 8%
Annual Sales § $10 million or less: 48% § $11 to $25 million: 12% § $26 to $100 million: 13% § $101 to $500 million: 13% § $501 to $1 billion: 4% § Over $1 billion: 10%
#DigitalMarketing
Study Findings
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#DigitalMarketing
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Digital Marketing Context
Digital Marketing is a means to an end, and that is increasingly
becoming a memorable experience. #DigitalMarketing
Digital Marketing Context
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Digital experiences are digital environments, typically associated with a
post-click experience, that meaningfully and warmly embrace visitors:
ü Created using a variety of technologies & approaches
ü Influential
ü Create engagement
#DigitalMarketing
Budget Allocation for “Digital” Marketing
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None, 4%
1 to 15%, 28%
16 to 30%, 18%
31 to 45%, 12%
46 to 60%, 8%
61 to 85%, 10%
More than 85%, 14%
Don't know, 6%
#DigitalMarketing
Digital Experience Creation Priority
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3%
8%
30%
35%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Very low Low Moderate High Very high
Digital Experience Priority & Revenue Growth
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27%
8% 6%
27% 20%
18%
48%
72% 76%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Low Moderate High
Declining
Flat
Growing
Platforms for Digital Experiences
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4%
46%
54%
58%
61%
94%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Android tablets
Android phone
iOS tablets
iOS phones
Browsers
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Sophistication of Digital Experiences Very basic, 10%
Basic, 26%
Mid-range, 42%
Advanced, 15%
Very advanced, 7%
#DigitalMarketing
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Sophistication & Brand Perception Influence
20% 9%
50%
81% 91%
0%
20%
40%
60%
80%
100%
Basic Mid-range Advanced
Negative or none
Favorable
#DigitalMarketing
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Sophistication Insights
ü Basic levels of sophistication provide few advantages
ü Mid-to-High levels provide significant advantages
ü There is a point of diminishing returns
ü Sophistication is a moving target
#DigitalMarketing
Sophistication & Revenue Growth
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12% 8% 6%
26% 18%
11%
62%
74% 83%
0%
20%
40%
60%
80%
100%
Basic Mid-range Advanced
Declining
Flat
Growing
Current Digital Marketing Approaches
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20% 26% 26% 28% 29%
38% 41%
45% 45% 47%
53% 75%
97%
0% 20% 40% 60% 80% 100% 120%
Native mobile-optimized Multi-step forms
App-like experiences Conversion paths
Geolocation Interactive content
Microsites Responsive design
Surveys, polls and quizzes Personalization
Content targeting Campaign-specific landing pages
Website
Satisfaction with Digital Experience Benefits
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Very dissatisfied, 3%
Dissatisfied, 10%
Neutral, 36% Satisfied, 44%
Very satisfied, 7%
#DigitalMarketing
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Approaches – Best Predictors of Satisfaction:
ü Content targeting
ü Conversion paths
ü Responsive design
#DigitalMarketing
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Approaches – Best Drivers of Brand Perception:
ü Responsive design
ü Content targeting
#DigitalMarketing
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Planned Digital Marketing Approaches
ü Content targeting: +12%
ü Conversion paths: +12% ü Microsites: +11%
ü Personalization: +10% ü Responsive design: + 9%
ü Website: -16% #DigitalMarketing
Benefits of Digital Experience Creation
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11%
23%
31%
34%
47%
49%
64%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Shorter sales cycle
Better conversion: qualified to sale
More sales
Better conversion: lead to qualified
Better leads
More leads
Growing brand awareness
Visits, page views, Likes or follows
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Digital Experience Creation Challenges
16%
25%
33%
36%
41%
46%
56%
57%
0% 10% 20% 30% 40% 50% 60%
Control over development
Availability of tools or technologies
Finding reliable vendors & partners
Agility in digital experience creation
Availability of skills
Cost
Rapid evolution of technology
Development effort
Digital Experience Development Resources
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89%
50%
21%
95%
39% 46%
95%
36%
74%
0%
20%
40%
60%
80%
100%
In-house staff Outsourced/freelance Agency
Small
Medium
Large
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Digital Experience Impact Metrics
35%
36%
39%
43%
49%
62%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Conversion: leads to qualified
ROI
Conversion: qualified to sales
Sales
Conversion: visits to leads
Leads captured
Impressions or visits
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Ideal Dashboard
ü Traffic
ü Financial ü Engagement
#DigitalMarketing
Conclusions
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#DigitalMarketing
Digital Marketing Bottom Line:
ü Don’t let tools/technology drive your efforts.
ü Lean towards more sophistication.
ü Metrics are important, but don’t let them keep you from
experimentation.
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#DigitalMarketing
We need to step up our digital marketing
game – now what?
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#DigitalMarketing
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#DigitalMarketing
“A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”
1. Impress instantly (make first impressions that “wow”) 2. Engage deeply (break out of the landing page box) 3. Experiment boldly
4. Empower marketing 5. Target precisely (deliver the right content)
6. Boost the performance of existing marketing software 7. Connect everywhere
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#DigitalMarketing
7 ways to elevate your digital experiences
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Iron Mountain
#DigitalMarketing
ü Better customer experiences = bigger results
ü Conversion/decision paths,
content targeting & mobile-optimized design
ü 82% increase in engagement
ü 40% increase in lead form conversions
ü 219% yoy increase in sales form conversions
Learn more:
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ioninteractive.com
[email protected] #DigitalMarketing
Q & A
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#DigitalMarketing
For more information, visit us at:
www.demandmetric.com
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