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In terms of the worldwide (marketing) staffing component index, recruitment showed a slight dip in April. The global staffing index dropped from 59.8 in March to 58.5 in April, which Warc insight suggests may reflect seasonal factors rather than the start of a trend. (April 2012) 1Sentiment regarding budgets continues to steadily improving among global marketers, finds Warc in its April 2012 Global Marketing Index (GMI). The budget component score of the index moved to 53.7 in April, improving from a level of 51.5 in March, when it first passed the threshold score of 50 that indicates a generally improving environment. April’s score is about 10 points higher than 6 months ago, when the GMI was first launched and it was at a low of 43.9. April was also the first month that the budget index score for Europe passed 50 (50.4). (April 2012) 2Warc’s headline Global Marketing Index (GMI), which tracks overall industry opinion as a composite of marketing budgets, staffing, and trading conditions, rose from 57.4 in March to 58.1 in April. Respondents from the Americas were again the most positive, with headline GMI growing from 59.7 to 61.3 (a score over 60 indicates rapid growth). Sentiment among marketers representing the Asia Pacific also showed some growth, up from 57.9 to 58.3. While Europe remained behind in sentiment, it increased marginally from 55 to 55.2. (April 2012) 3As with previous months, digital (excluding mobile) and mobile channels continued to attract global spend in April, with index scores of 78.3 and 70.2, respectively, although both fell slightly from the previous month. (April 2012) 4Print again experienced the largest reduction in expenditure, with a score of 37.1, although that was a slight increase from 36.1 last month. (April 2012) 5TV was the only traditional medium to show net growth, rising from 48.8 in March to 51.6 this month. (April 2012) 6In-stream video ads garnered significantly higher click-through-rates (CTRs) than banners and rich media in H1, details a [download page] September 2012 report from MediaMind. In-stream video ad serving template (VAST) impressions saw an average CTR of 2.84%, while the average CTR for player-ad interface definition (VPAID) impressions was 1.63%. By comparison, the standard banner rate stood at 0.1%, and rich media’s at 0.22%. An August 2012 MediaMind study found the same 0.1% CTR for standard banner ads in the US, but, a much higher 0.87% for mobile banners. (September 2012) 7Roughly 3 in 10 marketers polled by the company cited increased customer loyalty and increased customer engagement as benefits of their social media marketing efforts, while one-quarter pointed to increased traffic to their website and about 1 in 5 attributed an increased sales turnover to their active use. (April 2012) 8Website (93%), email (84%) and social media (61%) are the top three areas of focus for B2B organizations. (July 2011) 9Even so, just 1 in 10 using social media said they are able to effectively measure the benefits of their marketing efforts. (April 2012) 10 |
Eight in every ten marketers (78%) currently use social media in their B2B marketing activity. (July 2011) 11Just 24% of the marketers reported being able to update various social media channels using one platform, and only 6% have a centralized dashboard to display their social media activity and results. (April 2012) 1277% of the marketers surveyed are running an online community or are planning to do so in the next year, up from 73% last year. 29% set up their social media channels in the last 12 months, while 35% have been actively using social media for more than a year. (April 2012) 1328% of social media activities are handled by a marketing executive, 16% by the IT manager, and 14% by a PR executive. Only 3% say that their social media activities are being run by external agencies. (April 2012) 14Less than one-quarter of respondents said that social media is an integrated part of their online presence. (April 2012) 15Meanwhile, just 22% of the EPiServer survey respondents said they have a dedicated social media or community manager, which is unchanged from a year earlier. Nearly twice as many respondents (40%) said they do not plan to appoint someone dedicated to social media in the next year. And less than half of the marketers surveyed reported monitoring their own forums, communities, or blogs. (April 2012) 16December 2011 survey results from the CMO Council also found customer engagement to be one of social media’s top benefits, cited by 55% of respondents, with half also saying they were unable to quantify or measure return or impact on their brand. (April 2012) 17Data from EPiServer’s “Tackling the Social Challenge” indicates that despite most respondents indicating difficulties with measuring the benefits of social media, a majority have increased the amount of time dedicated to managing the channel, with 20% expecting to further increase their time spent in the next year. And 17% report they are likely to set up more social channels in the next 12 months. (April 2012) 18Survey results from Social Media Examiner suggest that these marketers may want to up their time investment considerably if they want to boost sales: although only 40% of respondents to the Social Media Examiner survey said that their social media marketing has benefited them by improving their sales, the proportion seeing increased sales rose to a majority among marketers who spend 11 or more hours a week, while nearly two-thirds who spend more than 30 hours weekly said they earn new business through their efforts. (April 2012) 19Of the nearly 13,000 consumers e-Dialog surveyed around the world, 96% of them have a personal email account. Of the 13 countries surveyed, consumers in South Korea reported the highest percentage of having a personal email account at 99%.US adoption is at 97%. The lowest reported percentage is Italy at 87%. (April 2011) 20 |
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