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However, almost four in ten shoppers said they had been prompted to make an online purchase as a result of email marketing communications, while 27 per cent said they had bought something offline due to the same promotional tactic. (July 2010) In January 2012, customer experience management software company Satmetrix surveyed over 1,000 B2B and B2C companies worldwide and found that more than half of B2C companies (53%) both tracked mentions and followed up on them, while an additional 25% only tracked and 4% only followed up. This is compared to only 27% of B2B companies that both tracked mentions and followed up on them. Almost half of B2B companies (47%) did not track or follow up on brand mentions on social media. (June 2012) 252% of social network users had become a fan or follower of a company or brand, while 46% had said something good about a brand or company on a social networking Website—double the percentage who had said something negative (23%). (July 2009) 3Despite this, the report indicated that more could be done by firms to improve their email marketing strategy, as 50 per cent of consumers said emails were devalued by irrelevant information and a similar proportion claimed messages hold no value because they did not have a special advantage by receiving them. (July 2010) 4Of those companies that have a system in place for tracking and following up, Satmetrix found that the most popular process companies used was having a dedicated team that monitored and responded to customer feedback. In North America, 48% of these companies had a team place, while 49% of companies in Europe, the Middle East and Africa had the same. (June 2012) 5Search engine optimization (SEO) gives 16% of traffic, advertising pay-per-click - 13%; mailing (email marketing) - 14%; telemarketing - 9%; direct marketing - 7%, and other types of advertising, including PR events, printed and online media advertising - (July 2009) 6Recent figures from the IMRG Capgemini e-Retail Sales Index showed that Britons spent £4.4 billion on online shopping last month, a 20 per cent increase compared with June 2009. (July 2010) 7Looking at the differences worldwide, US-based companies were more likely to use social media to track mentions and follow up, with 46% of US companies and 45% of North American companies saying they did both. In Asia, the percentage of companies was lower, at 39%, and in both Latin America and Australia/New Zealand it was 34%. (June 2012) 8Research shows that e-mail marketing will reach close to $30 million in spending in 2009 alone. (July 2009) 9Internet marketing in Poland in Q1 developed faster than in the full-year 2009, when its value increased by 11 percent. (July 2010) 10 |
However, just 28% used that information to go after higher-value sales and repeat purchases. This is indicative that while the majority of companies can market to customers at the group or profile level, only a select handful are able to do so at the individual customer level. (June 2012) 11That sum is expected to nearly double by 2014. (July 2009) 12Forrester Research also predicts that in 2014, interactive marketing will approach $55 billion, representing 21% of all marketing purchases. (July 2010) 13Marketers looking to leverage “Big Data” to reach and resonate with customers at the individual level must be able to track, aggregate and analyze all customer-related data throughout the product lifecycle, but CMO Council found few respondents (30%) had a key tool—a customer relationship management (CRM) system—in place to do so. Most marketers did, however, utilize the three critical marketing platforms and applications: email (75%), website analytics and optimization (72%), and social media monitoring (56%). (June 2012) 14A new study by the Center for Media Research found that 56% of media buyers plan to buy ads on social networks next year, ranking just below those that will buy ads on e-mail marketing platforms (57%). (September 2009) 15Although businesses are hesitant to implement search engine marketing programs, 72% of companies reported an increase in sales inquiries from pay per click advertising. (July 2010) 16The “Big Data” conversation has gained momentum since late last year. An October 2011 study from McKinsey & Company found the greatest number of marketing executives worldwide (32%) felt the ability to generate and leverage deep customer insights was the most important digital challenge they faced. (June 2012) 17Despite the limitations, budget allocations for email marketing increased in 2012 by 15%, with over half of marketers expecting another increase in 2013. This is due to a third of the respondents accounting email marketing for 50% - or more - of all digital business revenue. (February 2013) 18The “2010 Media Planning Intelligence Study” was based on an online survey of 1,164 media buyers and planners. (September 2009) 19According to a Microsoft adCenter survey, released in December of 2008, 59%of small businesses do not currently use paid search engine marketing; 90%of those companies have never attempted to use it (July 2010) 20 |
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