The State of Digital Marketing

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Challenges We Face

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ROI

61%

48%

42%44%39%

27% 25%

9%5%

70%

60%

50%

40%

30%

20%

10%

0%

CRM

Data

Globaliz

ation

Personas

Advocacy

Branding

Organization

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The Top Challenges Marketers Face

Other

How We Overcome those Challenges

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5 Steps to Digital Marketing Success

1.Capturing,

organizing and integrating

customer data

2.Translating

data into insights and

audiences

3.Establishing Strategy for engagement and budget

4.Executing

tailored strategy across

channels

5.Measuring ROI to continually

improve

0110100110100100101101010010

@

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How Our Consumer Gets Information

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Platform Usage

Digital T

ablet

Game C

onsole

Compute

r at Work

Print N

ewspaper

Compute

r at Hom

e

Radio

Mobile

Phone

Television

One Day One Week

97%

84%89%

68%

86%

53%

74%

51%

69%

37%

44%

26%

40%

17%25%

15%

100%

80%

60%

40%

20%

0%

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Time Consumers Spend with Devices and Media

Television

Compute

r at Work

Compute

r at Hom

e

Mobile

Phone

Digital T

ablet

Game C

onsoleRadio

Newspapers

2.26

6:386:51

27:08

7:447:508:53

11:40

30:00

25:00

20:00

15:00

10:00

5:00

0:00

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Time Spent on Social, by Country (in Hours per Day)

Argentina

Mexico

UAEBrazil

South A

frica

Indonesia

TurkeyIn

dia

CanadaUSA

Australia UKChin

a

Germany

South K

orea

Japan

5.0

4.0

3.0

2.0

1.0

0.0

4.3

3.8

3.33.1

3.0

2.82.5

2.42.3 2.3

2.11.9

1.5 1.4

1.0.8

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Percent of Adults Using Social Each Week (By Age)

80%

70%

60%

50%

40%

30%

20%

10%

0%All Adults 18-35 35-49 50%

56%

78%

66%

36%

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w

Website

Email M

arketing

Search Marketin

g

Social Media (N

ot Paid

)

Direct Mail

Online D

isplay Ads

Television

Print A

ds

Mobile

Apps

Other

Social Display A

ds

Radio

70%

60%

50%

40%

30%

20%

10%

0%

Most Effective in 2013

Top Planned in 2014

Channel Effectiveness

How We Get Consumer Information

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What Information We Gather (by Percent of Marketers)

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80%

70%

60%

50%

40%

30%

20%

10%

0%First

NameLast

NameDate of

BirthZIP

CodeFull

MailingAddress

Country Phone Number

MobilePhone

Gender Only Email

78%74%

52%

73%

40% 43%

37%

23% 24%

16%

What We Do With That Information

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wTime on Site

Value

Past Transactio

n

Past Activ

ity

Demographics

Engagement S

core

LanguageNone

100%

80%

60%

40%

20%

0%

68%

39%

70%

83%72%

27%

16%6%

What Type of Email Segmentation We Use

Open-Rate % Increase Caused by Personalized Email (by Sector)

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All Industries

Publishers ConsumerProducts

& Services

Media &Entertain-

ment

BusinessProducts& Service

Catalogers Multi-ChannelRetailers

Travel

70%

60%

50%

40%

30%

20%

10%

0%

26%

1%6%

15%

27%

34%37%

65%

Online Advertising

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How Consumers See Mobile Advertising (2010 vs 2013)

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I would be interested in

receiving ads on my mobile phone

I am willing to accept ads on my

mobile phones were I to receive

something of value in exchange

I am likely to buy products I see

advertised on my mobile phone

I would be interested in using

my mobile phone to make purchases in a

store

5%

7% (up 45%)

12%

18% (up 46%)

6%

9% (up 65%) 10%

18%(up 72%)

20%

15%

10%

5%

0%

Internet Ad Revenues by Industry (2012 vs 2013)

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20%

15%

10%

5%

0%RetailFinancial

ServicesAutoTelecomLeisure

/TravelComputing

ProductsPharma &

Healthcare

MediaEntertain-ment

12%

5%

9%

4% 4%

6% 6% 6%

8%7%

8% 8%

12%13% 13%

14%

20% 20%

Online Ad Spending (Q3 2012 vs Q3 2013)

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$210 $296

$174$194

$527$430

23%

12%

41%

$1,017

$81325%

Q3 2012 Q3 2013

GeneralDisplay

Classifieds Search and Directories

Source:

http://www.experian.com/marketing-services/2014-digital-marketer-benchmark-

and-trend-report.html?WT.srch=PR_EMS_DigitalMarketer2014_031214_p

ress_report

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