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While 36 percent of marketers say that the market has become more cluttered and confusing over the last five years—both online and offline—31 percent say that they are able to provide better customer experiences due to the accessibility of customer intelligence that enables them to become more relevant to customers.ddd January 2016 1

On average, 60% of a marketers' time is devoted to digital marketing activities, fuelling demand for digital marketing skills.   November 2015 2

Maximillion surveyed event organizers about how they use social media for their jobs, and 75% said it was "very important" to use social for event promotion. Facebook was the most popular channel for doing so, at 78%, followed by Twitter (56%) and LinkedIn (49%) ddd June 2015 3

95% of brands tweet. 82% of brands tweet 1-6 time per day. 48% of brands replied to at least one tweet per day. 68% of brand Tweets are @replies. March 2015 4

In 2014, 55% of tweets sent contained a photo and accounted for 57% of all engagement.31% of tweets sent contained a link yet were responsible for 26% of @replies, retweets and favorites from brands. 5 billion Vine loops per day according to Twitter.ddd March 2015 5

83% of consumers reported that they have had a "bad experience with social media marketing."  February 2015 6

Marketing professionals are 50% more likely than consumers to like a brand on Facebook, 400% more likely to follow brands on Twitter, 100% more likely to make a purchase as a result of seeing something on Facebook, and 150% more likely to make a purchase as a result of a tweet.ddd February 2015 7

Pinterest grabs 41% of the ecommerce traffic compared to Facebook’s 37%. Food is the top category of content on Pinterest with 57% of its user base sharing food-related content. February 2015 8

16% of marketers plan to increase efforts on Pinterest in 2015.ddd February 2015 9

There are over 1.39 billion monthly active Facebook users worldwide. 890 million users log on daily.  February 2015 10

Every 60 seconds on Facebook, 510 comments are posts, 293,000 statuses are updated and 136,000 photos are uploaded. ddd February 2015 11

American companies have the largest subscriber databases with an average of over 500,000 subscribers on their email lists.  January 2015 12

Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.ddd January 2015 13

The majority of marketers (59%) are using social media for 6 hours or more each week. January 2015 14

Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online.ddd December 2014 15

The top three social networks used by B2B marketers are LinkedIn (91%); Twitter (85%); and Facebook (81%). However, just 62% of marketers say that LinkedIn is effective, while 50% say the same for Twitter and only 30% of B2B marketers view Facebook as effective. December 2014 16

Twitter traffic achieves a higher conversion rate (2.17%) than the average for all channels combined (1.6%) including organic and paid search. Using Twitter during fundraising events can result in 10 times more money raised online.ddd November 2014 17

71% of internet users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook. November 2014 18

Globally, 46% of consumers with a digital device used social media to help make purchase decisions.ddd November 2014 19

71% of internet users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook. November 2014 20

About 60 percent of all Internet activity in the U.S. originates from mobile devices, and about half of total Internet traffic flows through mobile apps.ddd July 2014 21

Business-to-consumer (B2C) ecommerce sales worldwide will rise nearly 20% to reach $1.471 trillion in 2014. July 2014 22

Facebook news feed retargeting ads had a click-through rate (CTR) 49 times higher than FB right-hand side ads and 21 times higher than standard web retargeting.ddd April 2014 23

Online marketing, which includes electronic ads, targeted emails and selling information to brokers, is worth about $62 billion October 2013 24

Email volume overall increased 5% in the fourth quarter of last year compared with the year-earlier period, according to the Experian Marketing Services 2012 Q4 email benchmark report.ddd March 2013 25

The rapid expansion of Latin America’s Internet audience—and the potential for the region boasting 359 million Internet users by 2015. March 2013 26

55% of marketers from around the world plan to increase their digital marketing budgets this year, according to results from a Society of Digital Agencies (SoDA) survey conducted by Econsultancy.ddd March 2013 27

Majority of marketers (39% overall) plan to increase their digital budgets without increasing overall marketing spend, effectively reallocating existing budgets into digital channels. March 2013 28

39% of marketers plan to increase their digital marketing budgets this year without increasing overall marketing budgets, while 16% will increase digital marketing budgets and overall marketing budgets. Thirty-four percent will keep digital marketing budgets flat, and 11% will decrease digital marketing budgets.ddd March 2013 29

Nearly 90% of businesses said email marketing was 'very important' or 'important', and yet the DMA also reports that over a third of businesses are unable to calculate ROI from email marketing. February 2013 30

Despite 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.ddd February 2013 31

eConsultancy's marketing budget report shows that 63% of marketers increased their budget in 2012, with 31% remaining the same and just 6% who said that they would decrease budget. February 2013 32

Just over a third of businesses (34%) are unable to calculate the revenue earned from email marketing, according to a new survey from the DMA.ddd February 2013 33

A new survey from the DMA stated, only 60% of respondents said that they could calculate the revenue return, despite the fact that a vast majority of businesses (89%) said email marketing was either ‘very important’ or ‘important’. February 2013 34

According to the DMA's report, based on an assumption that the average return for the top category is £55, the estimated average return across all organizations is £21.48 for each £1 spent on email marketing.  ddd February 2013 35

According to the DMA's report, more than half (56%) of respondents expect their company’s email budget to increase in 2012, while only 5% said they expect it to decrease. February 2013 36

Econsultancy Marketing Budgets Report revealed findings – 65% of respondents said their email marketing budget would increase this year, while just 4% said it was likely to decline.ddd February 2013 37

Another indicator of the value of email marketing is its share of business revenue. The majority of businesses (62%) produce more than a third of their digital business revenue through email.   February 2013 38

Search marketers can expect to process a tsunami of information. The rate of data creation is accelerating as it becomes simpler for businesses and consumers to create, publish, curate, and share data. Mary Meeker expects that the amount of content and data on the Internet will double by 2014.ddd January 2013 39

Search attracts new customers, but email works best for repeat customers, according to the report. About 4% of new consumers are influenced by an email and use one other tactic to find the product, compared with 17% of repeat customers using email and one other tactic. Some 30% of transactions by repeat shoppers start with a click on an email from retailers. September 2012 40

Email marketers are focusing on greater use of analytics in order to optimize their communications, with 37% naming this a top 5 priority for improving their email programs this year, according to [download page] a Return Path report released in September 2012, conducted by The Relevancy Group.ddd September 2012 41

37% also said the same about integrating their email marketing into social channels and converting social fans and followers. Other priorities include improving email inbox delivery and placement of messages, improving transactional email messaging capabilities, improving segmentation and targeting, and increasing relevancy with dynamic email content (each at 35%). September 2012 42

A March 2012 report from Econsultancy and Adestra found that only 9% of company marketers surveyed believed that their company’s email activity and social media marketing were well integrated.ddd September 2012 43

26% of respondents to the Return Path survey said that knowing how to optimize their marketing was a top 10 email marketing challenge, while 24% cited campaign results analysis as a top 10 challenge. Other challenges cited included creative content development (21%), managing frequency across all channels (20%), list turnover (churning subscribers – 20%), and benchmarking email performance to peers (20%). September 2012 44

19% said that the lack of a demonstrated email ROI was a top-10 challenge.ddd September 2012 45

Interestingly, many respondents said that they are focused on social media marketing because their email ROI is solid, with 10% saying this is a real pain point holding back email marketing analysis, and a further 55% saying this is somewhat challenging their focus on email metrics. September 2012 46

Return Path’s “The Email Marketing Measurement Imperative” finds that 1 in 5 respondents say that lacking the staff to dedicate to intelligence is a real paint point inhibiting their email marketing measurement and analysis. Another 47% described this as somewhat challenging.ddd September 2012 47

Similarly, budgets are keeping marketers from making email measurement and analysis a priority: 19% describe budget limitations as a pain point, and an additional 47% say it is somewhat challenging. September 2012 48

In-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.ddd September 2012 49

Email click rates dropped to 4.4% in Q2, down more than 6% from 4.7% in Q1, and marking the 3rd consecutive quarter-over-quarter drop, according to [download page] Epsilon’s latest benchmarking report September 2012 50

Click rates have now fallen 20% from from 5.5% in Q3 2011, and are down 15% year-over-year. The report also finds that 59% of new subscribers (who have been on file for less than 3 months, and who represent 11% of an email list on average) are not engaged, neither opening nor clicking on emails.ddd September 2012 51

Email open rates also decreased in Q2, down slightly from 26.2% to 25.6%, the first quarter-over-quarter drop since Q1-Q2 2011. September 2012 52

When factoring out triggered and real-time messages, average volume per client was down 6.3% quarter-over-quarter and 29.7% year-over-year. The report suggests this indicates a move by marketers to more triggered and real-time messages rather than business-as-usual (BAU) emails. Even so, in Q2, triggered emails represented just 2.6% of total email volume, though that was up 22% from Q1.ddd September 2012 53

According to Experian CheetahMail’s 2012 Q2 email benchmark report, email volume rose 10.1% year-over-year in Q2, though the quarter-over-quarter rise was more muted, at 2%. September 2012 54

Click rates on triggered emails, though, dropped for the 3rd consecutive quarter, to 9.8%, on par with Q2 2011, but far lower than Q2 2010′s rate (13.7%). Even so, the average click rate for triggered emails was more than double the rate for BAU emails.ddd September 2012 55

Triggered email non-bounce rates continued to be healthy in Q2, at 95.2%, only slightly below BAU emails’ rate of 95.9%. September 2012 56

Breaking down the overall performance of on an average list by behavior, the report finds that 23% are “super stars” who have opened or clicked emails within the most recent 3 months, an additional 23% are “nappers” (who have opened or clicked more than 3 months ago), and 43% are “dormant” (inactive for the past 12 months).ddd September 2012 57

Breaking the BAU emails down by 11 industry segments, Epsilon reveals that click to open rates (CTORs) fell by more than 5% year-over-year for all but one segment (financial services general). Consumer products CPG sported the highest CTOR (39.4%), while financial services CC/Banks (11.3%) saw the lowest. September 2012 58

In terms of open rates, retail general (35.3%) and travel/hospitality travel services (34.9%) saw the best results, while consumer publishing/media general (15.4%) had the lowest. Consumer products CPG boasted by far the highest click rate (6.9%), followed by retail general (5.2%).ddd September 2012 59

The highest triggered email open rates were in the retail general (69.9%), consumer products pharmaceutical (69%) and travel hospitality (67.2%) categories. The highest triggered email click rates were in the consumer products CPG (18.1%), consumer publishing (16.1%) and consumer products pharmaceutical (15.8%) categories. September 2012 60

Details from Epsilon’s “Q2 2012 Email Trends and Benchmarks” indicate that triggered email messages – deployed as a result of an action, such as Welcome or Abandoned Shopping Cart – continue to vastly outperform BAU emails. Open rates for triggered emails hit 49.8% in Q2, jumping 8.5% from 45.9% in Q1, and almost 95% higher than the BAU rate.ddd September 2012 61

Marketing message CTORs were highest in the retail general (19.4%) category and lowest in the financial services general (5.4%) category. September 2012 62

Consumer products CPG (+230.6%), retail apparel (+154.1%), and consumer publishing/media general (+122.5%) showed the largest disparities in open rates between triggered and BAU emails, for the second consecutive quarter.ddd September 2012 63

The retail apparel (+291.9%), consumer services telecom (+258.6%), and consumer publishing/media general (+250) categories demonstrated the most significant differences in click rates between triggered and BAU emails. September 2012 64

. Among new subscribers, 16% are dubbed “new clickers” (who have opened and clicked), and 25% are “new openers” (who have opened). The figures are slightly better among “mature” subscribers – who have been on a list for longer than 3 months. Among these, 51% have engaged in some way in the past 12 months, including 26% who have either opened or clicked recently.ddd September 2012 65

The analysis of subscriber behavior is based on more than 660 million non-bounced and opted-in email addressed contracted from July 1, 2011 through June 30, 2012, across multiple industries and approximately 150 clients. September 2012 66

In Q2, 63.4% of emails deployed through Epsilon’s email platform were characterized as marketing messages, up from 61.4% in Q1. The open rate for these emails in Q2 was 20.2% (compared to 21.8% in Q1), significantly behind editorial (31.7%) and service (49.1%) messages. Click rates also lagged at 2.6% (compared to 3.2% in Q1), also behind editorial (9%) and service (7.8%) emails. And CTOR for marketing messages in Q2 was 12.7%, down from 14.7% the previous quarter, and lower than all other email categories save for acquisition emails.ddd September 2012 67

Fifty-six percent of parents give their mobile device to their child for entertainment purposes at least once a day -- according to Mojiva, a mobile ad network. September 2012 68

Almost half of parents that had previously purchased products for their child use their mobile device instead of visiting a brick-and-mortar store or using their computer. Another 18% says they do this with some frequency, with 25% having no problem in spending more than $50 on a single item for their child.ddd September 2012 69

Fifty-seven percent of parents have previously downloaded or added an application or a Web page on their mobile device for their child to use. September 2012 70

While roughly three-quarters of companies agree that measuring the impact of social media activity is very important, more than 7 in 10 also agree that measuring the impact of social media marketing is very difficult.ddd September 2012 71

Although larger companies (annual revenue more than $150 million) are more likely than smaller companies (revenue of less than $150 million) to measure performance against social media objectives (42% vs. 28%), they are not much more likely to have clear objectives for their social media activity (38% v. 35%). September 2012 72

The majority of companies measure volume of traffic from social media channels (79% of client-side respondents, 78% of agency respondents) and engagement with social networks (68% of clients; 71% of agencies), but they are far less likely to measure hard metrics like increase in sales/leads (26% clients; 38% agencies) or reduction in customer service calls (7% clients; 17% agencies).ddd September 2012 73

Larger businesses are more likely than their smaller counterparts to track revenue generated directly by social media activity (34% vs. 25%) and to measure where social media activity has assisted in generating revenue (23% vs 17%), although these companies are still in the minority. September 2012 74

Roughly three in four CMOs are at least somewhat confident that their social efforts are having a measurable impact on sales.ddd September 2012 75

Some 43% of all mobile phone users use applications, but 54% of those app users have decided not to install an app due to concerns about sharing or collecting of personal information, and 30% have uninstalled an app for the same reason, according to [pdf] a September 2012 report from Pew Research Center’s Internet & American Life Project. September 2012 76

Seventy-three percent of companies with annual revenues of less than $150 million agree that social media is integral to their marketing mix, compared with two-thirds of companies with revenues of more than $150 million.ddd September 2012 77

Seventy-one percent of senior marketers agree that companies can gain competitive advantage by leveraging social media, and 60 percent agree that social media enables businesses to be more successful. September 2012 78

When asked to choose the top two roles for social media, client-side and agency respondents were in general agreement, with 64 percent of the former and 61 percent of the latter choosing social as as a brand/awareness channel.ddd September 2012 79

Email volume rose 10.1% year-over-year in Q2, though the quarter-over-quarter rise was more muted, at 2%, according to [download page] the Experian CheetahMail 2012 Q2 email benchmark report. The travel industry saw standout year-over-year volume growth of 41.3%, with the consumer products and services (19%) and media and entertainment (16.9%) industries also seeing solid volume growth. Multi-channel retailers (6%) saw relatively more modest growth, with catalogers virtually flat, with an 0.3% increase. August 2012 80

The unsubscribe rate also fell, to 0.15% in Q2. The Q1 rate was 0.16%, while the Q2 2011 rate was 0.2%.ddd August 2012 81

For example, Q2 2012’s click-to-open rate of 15.4% was a significant drop from 18.2% a year earlier, but represented a smaller decline when compared to Q1’s 16.3% rate. Similarly, the total click rate of 3.8% in Q2 2012 was down from 4.2% in Q2 2011, but unchanged from Q1. August 2012 82

Q2’s unique click rate of 2.5% was down from 2.7% in Q1 and 2.8% in Q2 2011.ddd August 2012 83

The overall transaction rate in Q2 was 0.1%, dropping from 0.11% the previous quarter and previous year. August 2012 84

Data from Experian’s report reveals mixed results for open rates. The total open rate for Q2 2012 was 21.9%, an improvement from Q2 2011’s 21.6%, but down slightly from Q1 2012’s 22.2%. Similarly, Q2 2012’s unique open rate of 15.2% was up from a year earlier (14.8%), but down from the previous quarter’s 15.5%.ddd August 2012 85

A June report from Epsilon found the benchmark email open rate for Q1 to be 26.2%, up on quarter-over-quarter and year-over-year bases. August 2012 86

55% of brands had statistically significant year-over-year increases in open rates in Q2.ddd August 2012 87

On a quarter-over-quarter basis, the travel industry was the only one to post faster growth in Q2 2012 (12%) than in Q2 2011 (10%). Consumer products and services boasted the second-fastest quarter-over-quarter growth rate, of 5%. Multi-channel retailers were flat, while email volume declined by 3% for both business products and services and catalogers. August 2012 88

The average revenue per email in Q2 was $0.12, constant from Q1, but down from $0.13 in Q2 2011.ddd August 2012 89

Average order declined to $156.37 from $159.93 in Q1 and $160.27 in Q2 2011. August 2012 90

The bounce rate dropped to 2.6% from 3% in Q1 and 2.8% in Q2 2011.ddd August 2012 91

 “While these traditional sources of information are still valuable, they offer little insight into individual customers,” commented IBM. “In contrast, blogs, consumer reviews and other unstructured online sources can reveal customer sentiment at a personal level, in context.”  Unfortunately this is a resource relatively few CMOs are exploiting, with only 26 per cent tracking blogs, only 42 per cent tracking third-party reviews and only 48 per cent tracking consumer reviews. August 2012 92

CMOs remain enthusiastic about online marketing, projecting an 11.5 percent increase in spending in this area over the next 12 months.ddd August 2012 93

Three-quarters of the CMOs are planning to add at least 2 languages (to regional sites) over the next 12 months. August 2012 94

89% of respondents to the Limelight Networks survey are adding at least 2 regional websites in the next 12 months, and 80% are redesigning and/or updating at least that many.ddd August 2012 95

The average CMO indicates that 3.6 people are employed in-house to do social media for their company, a big drop from nine in February 2012.  August 2012 96

The vast majority of these users (95.5%) will be checking social sites on a smartphone, and smartphone users are about twice as likely as overall mobile phone users to do so this year. By 2014, eMarketer estimates, nearly half of the total US mobile population will be mobile social networkers.ddd August 2012 97

By the end of this year, nearly 82 million US mobile users will use a social networking site on their phone at least monthly, or more than a quarter of the total US population. August 2012 98

Unsurprisingly, most of these mobile social networkers are hitting up Facebook on their phones. Nearly 70 million people will access Facebook from their phones each month this year, or 85.4% of the overall mobile social networking population. That share will rise to 87.4% by 2014.ddd August 2012 99

Growth in mobile social networking is slowing, from 50% in 2011 to 40% this year. By 2014, the number of mobile social networkers will increase by just 18%—still in the healthy double digits. August 2012 100

The longer the length (in characters) of a B2C email subject line, the higher its open, click, and click-to-open rates, finds Adestra [download page] in a July 2012 study of 932 million emails from more than 40,000 campaigns across 6 sectors, sent over a 6-month period.ddd August 2012 101

The results show that B2C emails have a below-average click-to-open rate (CTOR) for subject lines between 20 and 60 characters in length, but after that pick up steam, hitting their peak at 150 characters in length. August 2012 102

These emails have a CTOR 94.7% above the average (and click and open rates 276.4% and 93.2% above-average, respectively). B2B emails show a similar trend, though not quite as clear cut. Emails with subject line length of 20 characters performed above-average for all 3 metrics, though the rates generally dipped after that until recovering from 90 characters in length and up.ddd August 2012 103

The peak for open rate was 20 characters (24.6% above-average), while the peak for click rate was for 140 characters (82.7% above-average) and for CTOR was also 140 characters (72% above-average). August 2012 104

Data from Adestra’s subject line study indicates that when it comes to the e-commerce sector, the results are fairly mixed. Subject lines 110 characters in length performed best for open rates (122.4% above-average), but those 70-characters-long did best for click rates (91.1% above-average), while those with 30 characters achieved the best CTOR (17.4% above-average), despite the latter having below-average open and click rates. Overall, subject lines with 70 characters appeared to do the best, with above-average performance in each metric.ddd August 2012 105

For the events sector, short subject lines (20-30 characters) got the highest open rates, while longer subject lines (120-150 characters) got the best click rates and CTOR. Publishing emails displayed the same pattern as events emails, though for charity emails, short subject lines had the highest open, click, and click-to-open rates. August 2012 106

Overall, across the 6 sectors studied, despite an open rate peak for emails with 20 characters, longer subject lines (100+ characters) appeared to deliver better open, click, and click-to-open rates. This compares with recent studies from MailerMailer and Informz, which found shorter subject lines to clearly have the best open rates, though with mixed results for click rates.ddd August 2012 107

Looking at the results by sector, some interesting patterns emerge. For e-commerce emails, 1-word subject lines had the highest open rate, but 4-word lines had the best highest CTOR relative to the average. For events emails, shorter word counts (2-5) delivered the best open rates relative to the average, but longer word counts (19 and up) delivered both the best click and click-to-open rates relative to the average. August 2012 108

For the publishing sector, the results were clearer: longer subject lines delivered generally higher-than-average open, click, and click-to-open rates, aside from a spike at 2 words. For the charity sector, short subject lines did well for open and click rates, and longer counts (14 words and up) performed worst for click-to-open rates.ddd August 2012 109

Notably, the study finds that for the e-commerce sector, the word “coupon” has open rates that are 55.6% below the average for offers emails, with click rates also 85.8% below-average and CTOR 68.1% below-average. This appears to be in direct contradiction to results from an Epsilon study also released in July, which found that the keyword “coupon” was tops for email opens. However, that study only measured the 2011 holiday season, which may explain the discrepancy in results. August 2012 110

In the B2B and B2C sectors, open, click, and click-to-open rates were generally better for longer word counts, though 2-word subject lines performed best overall in the B2B sector.ddd August 2012 111

According to a July 2012 report from Experian, including the word “exclusive” in the subject line can provide a lift of 14% in promotion mailings (15.9% with vs. 14% without). Similarly, subject lines including “top 10″ or “top 5″ deliver open rates 13% higher than promotional emails without them (16.1% vs. 14.3%). August 2012 112

Also per the Experian findings, emails asking customers to rate and review purchased items generate 2 times higher open rates, 39% higher click rates, 22% higher transaction rates, and 32% higher revenue per email.ddd August 2012 113

This opinion varied widely across industries with over 70 per cent of CEOs in education, telecommunications and retail expecting social media to be a key channel for customer engagement but only 34 per cent of CEOs in industrial products thinking likewise. July 2012 114

Email marketing is a significant line-item in those budgets according to the Pardot survey, which revealed that 27% of B2B marketers allocate 26-50% of their budgets to email, and 9% more than half of their budgets.ddd July 2012 115

The most popular marketing tactics used by B2B companies are digital, according to [pdf] a survey released in July 2012 by Sagefrog Marketing Group. When asked which of 16 common marketing tactics they use, 94% of B2B marketers pointed to websites, followed by email (76%), social media (68%), and SEO (58%). July 2012 116

While social media ranked third in popularity among the 16 marketing tactics, the 68% of respondents indicating use of this channel represents 14% point growth from 2011. 58% of companies rated social media as important (42%) or very important (16%), compared to just 10% who rated it unimportant.ddd July 2012 117

Social media is of course a broad category, and those B2B companies that use social media tactics use several of them. The top five in use are: social networks (79%, up from 66% last year); blogs (48%, up from 34%); micro-blogs (37%, up from 26%); video sharing (35%, up from 29%); and forums and communities (30%, up from 19%). July 2012 118

Though they also grew in popularity from last year, photo sharing (16%), document sharing (15%), ratings and reviews (13%), and bookmarking/tagging (11%) are not in widespread use.ddd July 2012 119

62% of companies in the Sagefrog study spend 5% or more of their revenue on marketing, and 13% companies allocate more than 15%. 44% expect to increase their marketing budgets next year (up from 40% last year), 50% expect to keep those budgets level, and just 6% plan to decrease their budgets. July 2012 120

The Adyen report also found that 12.6% of daily deal site transactions originate from a mobile device, and 7.2% of retail sector transactions also come from a mobile device.ddd July 2012 121

Despite having lower cost per click (CPC) rates than PCs, tablets offered a 68% higher ROI than PCs for US search advertisers in Q2, based on 20% higher conversion rates, according to a July 2012 report from Adobe. July 2012 122

Overall, search spend increased on a year-over-year basis for PCs, tablets, and smartphones, with smartphones offering a slightly higher ROI than PCs. In Q2, for financial services advertisers, conversion rates for tablets were 22% higher than for PCs, while for retail campaigns, they were 19% higher. Smartphone conversion rates were 38% and 43% lower than for PCs, respectively.ddd July 2012 123

When it comes to ROI, tablets scored 55% higher than PCs for financial services advertisers, and 73% higher for retail campaigns. While paid search ROI was 12% lower for smartphones than PCs for the financial services sector, it was 16% higher for the retail sector. July 2012 124

A new study released in July by the IAB UK also finds tablet owners to be open to advertising: close to two-thirds of the survey respondents said they would prefer tablet applications to have lower upfront costs with more ads, rather than higher upfront costs with fewer ads.ddd July 2012 125

According to the IAB UK study, 55% of tablet owners believe advertising can do things on tablets that it can’t on other devices, although 30% of the respondents have a negative opinion of the ads they have seen on tablets in the past. July 2012 126

Context is important to tablet owners: 95% say it is important that ads are not obtrusive and don’t interfere with their activities, and 82% believe the ads should adapt to the surrounding content.ddd July 2012 127

Further details from the report indicate that a variety of partners provide social data to CMOs, including agencies (50.9%), marketing research teams (45.6%), and marketing communications (45.6%). A significant proportion of CMOs are sharing social data with a diverse array of teams, including brand management (59.6%), sales (36.8%), customer experience/web design (36%), product management/development (35.1%), and HR/recruiting (34.2%). July 2012 128

Despite recurring indications that some marketers are having difficulty measuring the ROI of their social media activities, and that these activities might not be benefiting them from a sales standpoint, roughly 3 in 4 CMOs are at least somewhat confident that their social efforts are having a measurable impact on sales, according to [download page] a Bazaarvoice survey of 100 members of The CMO Club.ddd July 2012 129

Previous research has shown that most marketers believe social media benefits them in terms of brand awareness, and 82.3% of respondents to the Bazaarvoice survey are at least somewhat confident that their social efforts have a measurable impact on this indicator. Additionally, 81.5% show some confidence in social’s ability to have an impact on brand loyalty. July 2012 130

In fact, 89.4% of the CMOs surveyed said that social data has impacted at least some of their decisions, and 21.3% say social data impacts at least 1 in every 5 decisions they make. Close to half have also used social data for forecasting purposes, most commonly for sales projections.ddd July 2012 131

Americans aren’t engaging with email at the same rate as citizens of other countries, according to a new study. U.S. residents open their email messages at a slightly lower rate (19.9%) than folks in Canada (20.7%) or Europe, the Middle East and Africa (EMEA), which recorded an average of 20.9%. July 2012 132

Email messages scheduled as the work day begins and progresses see a marked decline in click rates, with rates not picking up again until the afternoon, before peaking overnight, finds MailerMailer in a July 2012 report covering more than 1.2 billion opt-in email newsletters sent in 2011. In H2, average click rates began declining at 6 AM and were lowest at 12 PM (1.3%), but increased steadily to 2.4% at 4 PM, reaching a peak of 5.8% at 12 AM. In H1, while the pattern was similar, click rates were highest overnight, hitting a high of 7.4% at 3 AM.ddd July 2012 133

Email open rates also were found to decline during the workday, before picking up in the afternoon and hitting highs of 18-19% at midnight. July 2012 134

It is worth noting that the email client samples were obviously different, but also that both the open rates and click rates found in the Informz study were significantly higher than in the MailerMailer study (the former with open rate highs of 39.2% and click rate highs of 21%).ddd July 2012 135

Data from MailerMailer’s “Email Marketing Metrics Report” indicates that open rates in H1 were highest on Monday (11.6%) and Tuesday (11.5%), and lowest on Saturday (9.5%), while in H2, open rates were highest on Sunday (13.8%), Tuesday (12.8%), and Monday (12.7%), while also lowest on Saturday (10.8%). July 2012 136

Click rates were highest on Sunday in both H1 (3.5%) and H2 (6.7%), though there was no clear downward trend as the week went on. In H1, Tuesdays and Thursdays (both at 2.7%) saw the next-highest click rates, while in H2, Thursdays (4%) saw the next-highest.ddd July 2012 137

Overall, open rates averaged 12.3% in H1 and 10.8% in H2, while click rates averaged 3.5% in H1 and 2.5% in H2. Both metrics were up year-over-year in H1, and down in H2. July 2012 138

According to that report, which measured messages sent by 1,124 brands from 20 countries throughout 2011 and Q1 2012, the mean open rate was 20.1% (19.9% in the US), while the median open rate was 15% (14.7% in the US). The top quartile saw an average open rate of 43.7% (44.1% in the US), compared to the bottom quartile’s average rate of 8% (7.8% in the US).ddd July 2012 139

Average click rates in the Silverpop study were also higher: the mean click rate was 5.2% (5.4% in the US), while the median rate was 2.3% (same in the US). The top quartile boasted an average click rate of 16.6% (18.1% in the US), while the bottom quartile’s rate was a pedestrian 0.7% (same in the US). July 2012 140

Further details from the MailerMailer report indicates that personalizing emails may have a negative effect on open and click rates. While emails that were not personalized saw an average open rate of 11.5%, those with the subject line only personalized saw an average open rate of only 5.2%, while those with both subject line and message personalized saw an average rate of 3.2%. The only lift was found in emails where only the message was personalized - to 12.7%.ddd July 2012 141

In terms of click rates, emails with only the message personalized (2.5%), only the subject line personalized (1.1%), and both the subject line and message personalized (0.5%) all saw lower average rates than for emails that were not personalized (3%). July 2012 142

According to the MailerMailer report, the banking (16.8%), non-profit (16.1%), consulting (15.9%), and small business (15.9%) sectors had the highest open rates in 2011, while the medical (6.5%), media (7.5%), and education (8.2%) verticals had the lowest.ddd July 2012 143

The Silverpop study found computer software (24.7%), consumer services (22.6%), financial services (22.6%), and non-profits (21.2%) to have the highest average open rate, with education (15%) and healthcare (15.2%) having the lowest. Both travel and leisure (16.2%) and retail (17.1%) also saw among the lowest average open rates. July 2012 144

The MailerMailer report found the consulting (4.5%), consumer (4.3%), and transportation and wholesale (3.8%) sectors to have the highest click rates, with restaurant (0.6%), government (0.7%), and medical (0.8%) having the lowest.ddd July 2012 145

According to Silverpop, media and publishing (8.9%), computer software (8.6%), consumer services (5.7%), and non-profits (5.4%) had the highest average click rates, while travel and leisure (2.3%) and real estate and construction (2.9%) occupied the other end of the spectrum. Retail emails saw an average click rate of 3.1%. July 2012 146

Data from the MailerMailer study also reveals that customers that sent the most frequent amount of messages - at least a few times a week - saw the lowest bounce rates (0.4%), while those mailing less than once a month saw the highest (4.4%). The average bounce rate for Silverpop clients was 2.1% (2.2% in the US).ddd July 2012 147

According to MailerMailer, open rates were highest for emails with subject lines of 4-15 characters (15.2%), and lowest for emails with subject lines of more than 50 characters (10.4%). This trend for shorter subject lines to get the highest open rates was also observed by Informz (see link above). However, MailerMailer found a normal distribution for click rates when segregated by subject line length. July 2012 148

MailerMailer also saw click rates increasing alongside the number of links included, to a high of 4.9% for those with more than 20 links.ddd July 2012 149

The Silverpop study reveals an average of 1.79 opens by opener, and 1.56 clicks by clicker. July 2012 150

The mean click-to-open rate (CTOR) - per Silverpop - was 19.3% (the median was 16.3%). Average CTOR was highest for media and publishing (24.2%), consumer services (20.5%), and non-profits (20.1%), with retail at 18.1%.ddd July 2012 151

The average unsubscribe rate was 0.31% (0.27% in the US), while the media rate was 0.13% (same in the US). July 2012 152

Marketers tend to be comfortable using established metrics for word-of-mouth (W-O-M) and social media measurement, with most currently using click-throughs (93%), daily or monthly active users (83%), and Facebook likes (82%). Many, however, are looking for better definition and clarity on other metrics that are less widely used, such as momentum effect, according to a survey from the Association of National Advertisers released in July.ddd July 2012 153

The least-used metric at 11% is the momentum effect, and it tops the list of metrics that require better definition or clarification (at 41% of respondents). Similarly, only 23% of marketers use value of a fan/follower as a metric, while 40% believe it requires clarification. And while 37% are measuring influence, 31% believe this metric needs more clarity. July 2012 154

Interestingly, only 20% believe that ROI needs to be better defined. Previous research from Wildfire has found that marketers lack a standard social media ROI metric, although they appear to gravitate towards various soft metrics such as presence, fans, and mentions.ddd July 2012 155

Further data from ANA’s “2012 Digital/Social Media Survey” indicates that just 60% of respondents are measuring the ROI of their social media efforts, relatively unchanged from 61% last year. July 2012 156

By contrast, far larger proportions have processes in place to measure the effectiveness of SEM-paid keyword (90%), websites (89%), email marketing (88%), online ads (88%), SEO-organic (81%), and mobile (70%).sddd July 2012 157

The big movers from last year include: SEO-organic (81% measuring this year compared to 69% in 2011); viral video (50% vs. 58%); blogs (40% vs. 48%); video-on-demand (48% vs. 65%); and location-based apps (46% vs. 67%), among others. The drop in measurement for the latter channels may be in part due to the relative immaturity of marketers’ experience with some of those platforms. July 2012 158

Provided with a list of 19 new-media metrics, the highest proportion of marketers responding to the ANA survey rated purchases (67%) as a top-3 box rating on a 10-point scale of effectiveness, up from 53% in 2011. Time spent (54% vs. 39%), would recommend/forward to a friend (51% vs. 39%), and registrations in general (51% vs. 39%) also saw increases in the proportion considering them to be effectiveddd July 2012 159

New behavioral metrics identified this year included number of shares (49% rating effective) and number of replies (also at 49%), as well as interaction rates (42%), video views (40%), number of re-tweets (39%), and number of uploads (39%). Impressions (31%) and number of likes (30%) were rated as effective by the fewest respondents. July 2012 160

Just 6% report using social graph data for personalization, but 88% of those say it has a high impact on both ROI and engagement. By comparison, a plurality (34%) personalize based on personal data such as name and gender, with a relatively smaller 53% saying that this is highly effective for their ROI, and 71% saying it has a high impact on engagement.ddd June 2012 161

Data from Econsultancy’s “Quarterly Intelligence Briefing” indicates that most marketers use increased conversions to measure the impact of personalization on ROI (70%) and engagement (61%). June 2012 162

Other popular ways of measuring personalization’s impact on engagement include increased time spent on site (50%), positive feedback (e.g. social media mentions - 38%), and a lower bounce rate (36%).ddd June 2012 163

A similar proportion measure the impact of personalization on ROI via a lower bounce rate (34%) and an uptick in visitors (33%). Interestingly, only one-third measure the impact of personalization on ROI through an absolute ROI figure. June 2012 164

Of note, according to the Econsultancy survey, more agencies than companies are able to personalize an experience without explicit data. 48% of agency respondents said they can personalize an online experience based on anonymous data, compared to 42% of company respondents. By contrast, companies are more reliant on identifying an individual in order to personalize (49% vs. 37%).ddd June 2012 165

Client-side marketers are more likely to disagree (36%) than agree (33%) that they use data effectively to maximize conversions. Agency respondents are only slightly more optimistic about their clients’ use of data, with 31% agreeing that they use it effectively to maximize conversions, versus 26% who disagree. June 2012 166

Client-side marketers also are more likely to disagree than agree that they run tests to see how different types of personalized content perform (48% vs. 27%). Agencies are largely in agreement (41% vs. 29%).ddd June 2012 167

Respondents are split on whether or not their CMS is an enabler for personalization. 32% agree, compared to 34% who disagree, and 34% who are neutral. June 2012 168

According to the IDC's report, minimal growth in the overall mobile phone market is primarily due to the projected 10.0% decline in feature phone shipments this year. Many owners of feature phones, sometimes known as "talk and text" devices, are holding on to their phones in light of uncertain job and economic prospects.ddd June 2012 169

According to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, the worldwide mobile phone market is forecast to grow slightly more than 4.0% year over year in 2012, the lowest annual growth rate since 2009. The IDC found that the lack of groeth in shipments is due to a sharp decline in the feature phone market and unfavourable economic conditions. June 2012 170

Consumers are discussing companies online, offering advice and even criticizing brands, whether or not these brands are active in the social space. In 2011, TNS found that 64% of consumers worldwide wrote about brands online in order to offer advice, and 52% said they did so to criticize a brand. Companies should have processes and tools in place to track what is being said, and a system for following up on comments when it is appropriate.ddd June 2012 171

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 172

Of 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.ddd June 2012 173

Looking 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 174

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.ddd June 2012 175

Marketers 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 176

The “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.ddd June 2012 177

Unfortunately, most companies are still in the early stages of Big Data integration. A February 2012 survey from DataXu showed just 30% of US executives reported the ability to leverage the value of their customer data. June 2012 178

But May findings from CMO Council were more optimistic: 51% of marketers worldwide said they leveraged data moderately well, with 7% reporting that they did so extremely well.ddd June 2012 179

The majority of marketers worldwide (65%) used customer profile data to enhance their marketing programs. Social media data and marketing campaign response and engagement data were also used by 61% and 51% of respondents, respectively. June 2012 180

Though marketers are making the most of customer-provided information, less than half (40%) had access to purchase history, and just 12% had access to loyalty and rewards information—two data types instrumental for personalizing marketing communications based on past customer actions and anticipated future activities.ddd June 2012 181

The study found 72% of marketers worldwide used data to craft more timely, targeted messaging, and 58% of respondents used it to build richer customer segments and profiles, allowing them to create more targeted, nurturing campaigns. June 2012 182

More than half (52%) also used customer insight and intelligence to directly influence the bottom line by cross-selling or upselling customers.ddd June 2012 183

Merchants are allocating 43.4% of their search marketing budgets to PPC, which is an 8.8% rise from last year, and 25.8% to SEO, which represents a 1% point drop. June 2012 184

Email and search engine optimization (SEO) continue to provide the most value to merchants’ online strategies, per a [download page] Multichannel Merchant survey released in June 2012. Respondents gave email a mean rating of 8.42 on a 10-point scale (with 10 being most valuable), up from 8.32 last year. SEO followed with a rating of 7.78, also rising from 7.62 the previous year. Paid search (6.57), social media (6.18) and display ads (5.1) rounded out the top 5.ddd June 2012 185

Data from Multichannel Merchant’s “MCM Outlook 2012-2013″ indicates that sales is no longer the most popular metric among merchants for measuring their SEO and search engine marketing (SEM) efforts. This year, 86.1% said they are measuring traffic, representing a 23% increase from 70.2% last year. Traffic overtook sales, which dipped from 80.2% last year to 77.4% of respondents this year. June 2012 186

This year, merchants are increasingly examining total conversions (72.2% vs. 52.9% in 2011) and click-throughs (66.1% vs. 50.4%), while social media enters the picture as a metric for 28.7% of respondents.ddd June 2012 187

When it comes to improving search engine rankings, most merchants (62.6%) continue to look at optimizing their landing pages, though the popularity of this method has dropped more than 11% from last year. Last year’s second-most popular way to improve rankings, blogging and links, declined by a relatively smaller margin, falling from 61.3% to 58.3% of respondents. June 2012 188

Overtaking blogging and links in popularity this year is analytics, with 3 in 5 merchants saying they are reaching deeper into analytics to improve their rankings, marking a 21% rise from last year. Also jumping in popularity are the use of videos, up 14.5% to 44.3% of respondents, and increasing PPC terms, up 58.4% to 42.6% of respondents.ddd June 2012 189

For the second year running, merchants are most likely to be tracking conversion rates (79.3%) for their SEO and pay-per-click (PPC) efforts. Average order value (70.3%) and ROI (57.7%) are also popular to track. June 2012 190

SEM budgets now make up 23.5% of merchants’ marketing budgets, representing a 5.59% increase year-over-year.ddd June 2012 191

The results below indicate that 44% of companies are currently integrating on-site content management with display advertising, and that this has had a positive effect on conversions, according to 66% of respondents ( as highlighted in Figure 26). June 2012 192

Unsurprisingly, the website is the primary channel used for marketing, with 94% of responding companies having a website as part of their marketing efforts. This is followed by email, which is utilised by some 89% of companies, while SEO and social are used by 83% of marketers.ddd June 2012 193

C-suite executives display a similar attitude towards big data and analytics: roughly half place this trend within their top 10 priorities. One-quarter indicate it to be a top 3 priority, and 9% say it is their top priority. May 2012 194

This finding comes on the heels of recent research released by IBM, which revealed that a majority of global marketers believe they have the support of their senior management to execute digital marketing campaigns.ddd May 2012 195

Key trends in digital business are appearing on C-suite executives’ corporate agendas, finds McKinsey & Company in survey results released in May 2012. 52% of the almost 1,500 executives surveyed said that digital marketing and social tools are at least a top 10 corporate priority, including one-quarter overall indicating this trend to be at least among their top 3 strategic priorities, and 8% saying it is the top priority of their organization. May 2012 196

For now, the PC remains the No. 1 digital touchpoint for internet users in Canada. However, as smartphones gain a solid majority of mobile phone users—eMarketer estimates 62% penetration in 2016—they will become a solid and competitive secondary touchpoint.ddd May 2012 197

In May 2012, Canadian telecommunications firm Rogers released the “Innovation Report: 2012 Trend Watch,” which indicated that 79% of internet users in Canada agreed with the statement “The internet allows me to connect to people and information in ways that make my life better,” and a majority also expect the internet’s role in their lives to increase over the next five years. May 2012 198

Smartphones, which eMarketer expects to be in the hands of more than 50% of mobile phone users in Canada in 2013, are increasingly factoring into the web’s growing influence.ddd May 2012 199

According to the survey conducted by market research agency Vision Critical, among internet users who owned a smartphone, 74% of respondents used their device to communicate with friends and family. Other popular smartphone activities included using maps and directions (59%), accessing social networks (52%) and playing games (50%), but these rates still lagged behind PC usage, which were at 86% for communicating with friends and family, 86% for maps and directions, 80% for connecting to social networks and 66% for playing games. May 2012 200

The overwhelming majority of those considering a move from manual site tagging to tag management believe it will increase their marketing agility and speed of marketing activities (both at 86%), and more than 8 in 10 respondents who have implemented a solution agree (81% and 84%, respectively) on these benefits.ddd May 2012 201

In fact, marketers using a tag management solution are more likely to report benefits such as reduced tagging costs (82%) and increased site speed and performance (76%) than those considering the solution are to expect them (68% and 61%, respectively). May 2012 202

Overall, 87% of respondents agree that managing website tags is fundamental to digital marketing.ddd May 2012 203

Data from “The ROI of Tag Management” indicates that among those using manual tagging, 54% complain that the tags take too long to be implemented, while 53% say that tagging takes tech resources off other projects. Close to one-third reported that their site tags slowed down their site’s performance. May 2012 204

88% of respondents agree that complexity in digital marketing will continue to increase as more data-driven tools become standard to the marketers’ toolkit.ddd May 2012 205

Marketers looking to engage with tablet owners will encounter a happy, well-adjusted group, according to the report. Overall, tablet users are 22% more likely than adults in general to say they are excited, and 22% less likely to be overwhelmed. Similarly, they are more likely to be confident, happy, and hopeful, and less likely to be worried, sad, or bored. In fact, while using their tablets, 60% are alert, and 83% are in a good mood. May 2012 206

Meanwhile, the Media Behavior Institute study finds that browsing the internet (65%) is the most popular tablet activity, followed by emailing (52%), reading the news (37%), gaming (36%), reading magazines and newspapers (34%), and accessing social networks (30%).ddd May 2012 207

That being said, fleeting attention spans can be channeled into successful campaigns by capitalizing on the fact that 86% of people use their smartphone while consuming other media: 52% watching TV, 51% listening to music on their smartphone, and 34% watching movies. May 2012 208

Marketers should keep in mind, however, that much like searching on a traditional computer, SEO still plays a crucial role as 61% of smartphone users only look at the first page of resultsddd May 2012 209

Over the same three months, social networking climbed from 24% in February to 25% in March, and then to 37% in April. April 2012 210

Comparing the average time that smartphone users spent across app categories between the first quarter of 2011 and 2012, Flurry found that gaming dropped by 4% -- down to 24 minutes per day -- while social networking increased by 60% -- up to 24 minutes per day.ddd April 2012 211

For whatever reason, Flurry found that year-over-year growth in social networking app usage has been staggering. Not only has time spent increased by 60%, but also within a growing amount of total time spent in smartphone apps among consumers -- from 68 to 77 minutes -- representing a growth rate of 13%. April 2012 212

Flurry also found that ad revenue in apps is being driven primarily by the gaming and social networking categories. For February, March and April, game apps earned 35%, 35% and 36% of total ad revenue in Flurry’s AppCircle ad network, which it says reaches over 300 million unique devices per month.ddd April 2012 213

Stewart believes that email use among teens may increase with the spread of omnipresent smartphones. “We do have this reality that email and mobile are starting to converge in ways that we could not even imagine just a couple of years ago,” he said.  He presented data showing 37% of people agree with the statement “I use email more often since getting a smartphone.” Also, 29% say their experience accessing email on a smartphone is “as good as accessing email on a desktop/laptop computer.” April 2012 214

In a presentation that used data from the Pew Research Center and other sources, Trendline Interactive CEO Morgan Stewart offered research that email marketers might find discouraging, showing that just 6% of teens use email daily and 39% say they never use email.ddd April 2012 215

Looking at various age segments, Stewart said: “The biggest adoption or uptick in the use of email is when people are in that 18- to-24 year-old time frame … they are just starting to use email. Think about that from acquisition, on-boarding standpoint. This is a key seminal point in our ability to acquire and work with and attract new subscribers.” April 2012 216

Only 35 percent of companies have incentives for email subscribers to join their social programs; only 23 percent seek to build subscribers in the other direction.ddd April 2012 217

Agencies report that 60 percent of their clients are in fact increasing their email usage. April 2012 218

One area for improvement is the symbiosis between email and subscribers' social channels.  The study found that 69 percent of marketers use sharing icons that link their email and social media, but that is the extent to which most companies integrate these two channels.ddd April 2012 219

  75 percent of respondents describe competition with social media as “somewhat” or “very” challenging. April 2012 220

69 percent report that young people are abandoning email as a primary channel.ddd April 2012 221

69 percent of companies use sharing icons to link their email with their social media April 2012 222

55 percent of client-side marketers are using lead source to personalize/segment their mailings, while 53 percent are using demographic data.ddd April 2012 223

Email automation is rated as effective by 80 percent of client-side marketers, with stages of the buying cycle the highest rated trigger. April 2012 224

 At the same time, 75 percent of marketers described competition from social media as “somewhat” or “very” challenging, and 69 percent said they believe that young people are abandoning email as a primary channel.ddd April 2012 225

65 percent also report that they have problems getting email budgets that the channel deserves. April 2012 226

Roughly 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.ddd April 2012 227

Even so, just 1 in 10 using social media said they are able to effectively measure the benefits of their marketing efforts. April 2012 228

Just 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.ddd April 2012 229

77% 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 230

28% 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.ddd April 2012 231

Less than one-quarter of respondents said that social media is an integrated part of their online presence. April 2012 232

Meanwhile, 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.ddd April 2012 233

December 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 234

Data 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.ddd April 2012 235

Survey 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 236

Of the nontelevision-derived ads, in 2011, 2% were optimized to be viewed on a mobile device, while 8% took advantage of the web by including some kind of interactivity either within the ad, or by surrounding the ad video with static or interactive branded content.ddd April 2012 237

VINDICO’s study compared ads featured in long-form video content, which it defined as having a narrative arc and lasting at least 10 minutes, with those placed in short-form video, described as being 10 minutes or shorter. The company found that ads in short-form content had a CTR of 1.31%, compared with 0.83% for long-form content. April 2012 238

However, ads served in long-form video had a higher completion rate, 88%, compared with 76% for ads placed in short-form content. That’s because viewers who have committed to watching a long-form program are more willing to sit through ads, especially mid-roll ads.ddd April 2012 239

The research also found that video ads were evolving to take advantage of mobile users and the web’s interactivity. In 2010, 98% of online video ads had simply been repurposed from television campaigns. But in 2011, that figure dipped to 90%. April 2012 240

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.ddd April 2012 241

Sentiment 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 242

Warc’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.ddd April 2012 243

As 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 244

Print again experienced the largest reduction in expenditure, with a score of 37.1, although that was a slight increase from 36.1 last month.ddd April 2012 245

TV was the only traditional medium to show net growth, rising from 48.8 in March to 51.6 this month. April 2012 246

However, emails sent in the morning had the lowest click rate (16.5%), behind ones sent at night (18.6%), at midday (19.7%), and in the late afternoon (21%).ddd April 2012 247

Interestingly, the Knotice “Mobile Email Opens Report 2nd Half 2011″ found that almost all users (96.39%) are opening emails on a single device, a finding with strong implications for marketers who have not yet optimized their emails for mobile devices. April 2012 248

The share of all email opens occurring on mobile devices continues its ascent, reaching 27.39% in the second half of 2011, representing 35% growth from 20.24% in H1 2011, and more than double the 13.37% share from Q4 2010, according to a report released in April 2012 by Knoticeddd April 2012 249

Indeed, while desktop-only opens accounted for 71.34% of overall opens, phone-only opens held 18.59% share and tablet-only opens 6.46% share. Only 2.39% of opened emails were a case of an individual opening the email on both a desktop and mobile device, with 70% of those users opening the email first on a mobile and then later on a desktop. April 2012 250

For example, when examining click-to-open (CTO) rates by industry, consumer products ranks best among mobile emails with an 15.61% CTO, though that remains behind desktop’s 23.77% CTO for the same industry.ddd April 2012 251

And while financial services takes the top billing for tablets (18.31%), that still does not match the CTO rate for the industry on desktops (21.38%). April 2012 252

Other industries show similarly lower CTO rates on phones and tablets compared to desktops: association (6.93% and 8.43% vs. 20.02%, respectively), health care (7.92% and 8.68% vs. 19.53%, respectively), and retail (10.07% and 10.32% vs. 20.06%, respectively) show some of the most significant differences.ddd April 2012 253

Basing its analysis of metrics collected from more than 600 million emails sent by over 700 large and mid-sized associations that used its email marketing platform in 2011, Informz found that morning emails saw an average open rate of 39.2%, ahead of those sent at midday (33.9%), in the late afternoon (32.1%), and at night (32%). April 2012 254

Social media is the most popular channel marketers use for driving traffic to content with 96% of respondents currently utilizing. Usage is up from 88% in 2011ddd April 2012 255

82% of brand and agency marketers expect to increase content marketing efforts in 2012. April 2012 256

One hundred percent of the marketers surveyed utilize content marketing as a part of their overall marketing strategy and are currently creating digital content specifically for informational and/or entertainment value to consumers.ddd April 2012 257

87% of marketers create video content, making it the most popular medium. Written content, such as blog posts and articles, also has a place in content marketing strategies. Other visual mediums such as slideshows and photo galleries are used by 44% of respondents. April 2012 258

Other popular traffic acquisition tactics include paid search marketing, display advertising, and organic search optimization. Paid search saw the biggest increase in adoption over our 2011 survey with an increase of 9%.ddd April 2012 259

Social media engagement ranked as the most popular factor that marketers use to measure the success of their content marketing efforts, which is unsurprising given that they rely heavily on social media platforms for content distribution. In fact, consideration of social media engagement as a success metric increased drastically from the survey results last year (66%). April 2012 260

The 2012 survey results found increased emphasis on success metrics that focus on brand awareness and target consumers in the top of the purchase funnel such as social media engagement and organic search referrals. There was also a concurrent drop in direct response metrics such as lead generation, which fell from 69% to 53%.ddd April 2012 261

From this year’s survey results, it’s clear that marketers are beginning to rely on content marketing as a trusted tool to reach consumers, concludes the report. And, the industry shows no signs of slowing down, with 82% of respondents planning to increase or greatly increase their efforts in the coming year. April 2012 262

In a November 2011 study from Wildfire Interactive, 97% of companies reported that there was value in social media outreach, but until these companies learn to monitor open social networks and incorporate their findings into business results, proving that value will continue to be a challenge.ddd April 2012 263

However, while nearly half of companies were not monitoring social media, 22% of respondents said they would increase monitoring significantly in the next year, with an additional 37.9% saying they would do so over the next one to two years. April 2012 264

Social media allows companies to interact directly with customers, and many of those surveyed took that into consideration as a reason why they monitor social media. When looking at what metrics these companies track on social media, 26.8% of respondents mentioned customer satisfaction and 23.7% said overall buzz. Brand experience was also cited by 21% of respondents.ddd April 2012 265

As these companies track and monitor social media, they also plan to leverage these findings in their business processes. More than a quarter of respondents said they currently leverage social media metrics in business practices (25.7%), while 28.76% said their companies were giving preliminary consideration to this tactic. Social can help companies understand more about their target customer and better develop products and services to meet their needs. April 2012 266

Data shows new digital media are experiencing a rapid adoption rate—78 percent of B2B companies, for instance, report using social network marketing—but that marketing measurement is not keeping with the same pace. “In particular,” the study claims, “measurement of digital marketing with financial metrics (such as market share, revenue, profit, or lifetime customer value) is lagging.ddd March 2012 267

Only 14 percent of those companies using social network marketing are tying it to financial metrics March 2012 268

Such channel-specific metrics, by extension, prove challenging when it comes to integrating digital and traditional marketing into a single measurement model, as reported by 77 percent of companies surveyed.ddd March 2012 269

Roughly 2 in 5 respondents believe that they are behind the curve when it comes to digital marketing. March 2012 270

Social media and search advertising are projected to be the most popular advertising tools this year, each cited by 24% of respondents to a PointRoll survey [pdf] of US marketing professionals, conducted by Kelton Research and released in March 2012. Display advertising followed closely, chosen by 22% of respondents. There was then a significant drop-off to online video (11%), mobile or tablet ads (7%), and mobile or tablet apps (6%). Just 1% chose email, text/SMS, or social gaming. Search advertising is more popular among respondents at director level or above, compared to those in supervisory or managerial positions (30% vs. 19%).ddd March 2012 271

In fact, a majority of respondents are planning to up their spend on a variety of digital channels, a position that traditional channels are not slated to share. Among digital channels, the largest proportion say they will increase their spending on social media marketing or ads (79%), closely followed by those who will increase their budgets for mobile marketing or ads (75%). March 2012 272

A comparatively fewer 55% say they will increase spending on search advertising, though this compares favorably to just 7% who will either decrease spending (3%) or not use this tool (4%).ddd March 2012 273

Conversely, out-of-home marketing or ads will get an increase from just 16% of marketing professionals, on par with the proportion who will decrease spending in this area. March 2012 274

Marketing professionals would pay a company an average of $107,500 to manage an integrated digital campaign.ddd March 2012 275

Almost all respondents predict they will use online video this year. The most popular formats are in-banner (60%), in-stream (49%) and dynamic or customized video ads (42%). March 2012 276

When measured against a broader base, like mobile phone users (eMarketer estimated 59.1 million mobile phone users in Mexico in 2011, compared to 40.4 million internet users), smartphone penetration drops considerably. The Competitive Intelligence Unit (CIU) found that smartphone penetration among mobile phone users in Mexico was 14% at the end of 2011.ddd March 2012 277

For comparison, the Interactive Advertising Bureau México (IAB México) survey “Estudio de consumo de medios digitales entre internautas mexicanos 2011,” conducted by Millward Brown in July–August 2011, found that 33% of internet users in Mexico owned a smartphone, up from 14% in 2010. In the same period, tablet ownership went from 4% to 7%. March 2012 278

In December 2011, a global study by UM (formerly Universal McCann) titled “The Business of Social: Social Media Tracker 2012,” found that smartphone and tablet penetration rates among active internet users in Mexico stood at 45% and 16%, respectively, outpacing those of the US and Canada.ddd March 2012 279

Responses were similar when it came to social media integration into sales force enablement: 23% had begun doing so some time ago, while one-quarter had no plans to do so. March 2012 280

Data from “Organize for Success in The Connected World” indicates that almost 3 in 10 senior marketers have no long-term (at least 3 years out) strategy for becoming a social business, and have no plans to begin implementing one. In fact, just one-third said they had started a long-term strategy either some time ago (17%) or this year (16%).ddd March 2012 281

When asked to what degree various parties owned the social strategy for their business, respondents reported a wide array of partial owners, including sales (45%), corporate communications (41%), marketing (39%), PR agency (39%), the office of the CEO (38%), and a brand agency (35%). Marketing (39%) was most often tabbed for full ownership of the social strategy, followed by corporate communications (30%). March 2012 282

59% of senior marketers either agree (39%) or strongly agree (20%) that companies that do not fully embrace social media will not survive, according to [pdf] a recently-released study commissioned by Facebook and conducted by Forrester Consulting.ddd March 2012 283

The survey of 101 VP- and C-level marketing professionals found 71% of senior marketers agreeing that companies can gain competitive advantage by leveraging social media, and 60% also agreeing that social media enables businesses to be more successful. March 2012 284

Despite a majority of respondents believing that their level of social media adoption could put their survival at stake, integration remains at relatively low levels. Just 37% said they started fully integrated social media into their marketing organization some time ago, while an additional 17% said they had begun doing so this year (the survey was conducted in December 2011).ddd March 2012 285

This means that close to half have not begun fully integrating social media into their marketing organization, including 16% of the respondents who have no plan to do so. This same trend was found in a survey of CMOs by Duke’s Fuqua School of Business, released in February 2012. March 2012 286

In fact, 18.4% of respondents rated the extent of their integration of social media a 1 on a 7-point scale, where 1 represents no integration at all. And only 21.1% of the CMOs rated their firm’s integration of social media efforts a top 2 box score.ddd March 2012 287

Meanwhile, the survey indicates that levels of integration throughout entire companies are even less mature. Only 12% said they had started some time ago to fully integrate social media throughout their company, while 29% had started this year. By comparison, 20% had no plans to do so. March 2012 288

Globally, only 76.5% of commercial emails reached their intended inbox in the second half of 2011, down from 81% in H1 2011, details ReturnPath in a March 2012 study.ddd March 2012 289

The remaining roughly 1 in 4 emails that did not reach the inbox wound up either in a spam/junk folder (8.7%) or were blocked by ISP-level filtering (15.1%). March 2012 290

Regionally, Europe had the highest rate of commercial emails reaching the inbox (85%), followed by North America (79%), Central and Latin America (72%), and Asia-Pacific (67%).ddd March 2012 291

Commercial emails targeted to B2B recipients had better global success rates than overall commercial emails. 86% reached the intended inbox, up from 80% in H1. Although the proportion winding up in a spam/junk folder increased from 8% to 12%, the proportion blocked by ISP-level filtering declined dramatically, from 12% to 2%. March 2012 292

North America saw a large fall in deliverability in H2, with inbox placement rates falling from 86.5% to 79.3%. US success rates dropped from 86.5% to 80.78%, with a corresponding 30% increase in spam folder delivery (to 9.9%) and 57% increase in blocked or missing emails (to 9.4%).ddd March 2012 293

US SMBs certainly seemed to notice an increase in spam: according to survey results released in March 2012 by GFI Software, 52% of US SMBs say that the volume of spam their organization receives has increased over the past year, compared to just 16% who say that it has decreased. March 2012 294

Breaking down the data by popular industry types, ReturnPath found that the gaming and retail verticals fared comparatively worse than financial services, banking, and daily deal sites. In fact, just 77% of retail emails found their way into inboxes, while only 59% of gaming company emails did so.ddd March 2012 295

Although retailers suffered more from missing or blocked emails than spam folder deliveries (16% vs. 4%), the opposite was true for gaming companies, with a massive 38% of their emails ending up in spam folders. March 2012 296

These concerns appear to be prominent in the retail space: a November 2011 report from the e-tailing group, sponsored by Bronto, indicates that just 28% of merchants say their data allows them to currently receive a 360-degree of their customer’s engagement with them.ddd March 2012 297

39% of global company marketers say that they view social media and email as complementary channels, while 51% view them as separate, according to [download page] a March 2012 report from Econsultancy in association with Adestra. March 2012 298

The proportion of respondents not involved with social media dropped 10% points from 2011 to 2012, and that proportion appears to be split on how to view these channels: this year, the percentage viewing them as separate rose 6% points, while the percentage seeing them as complementary rose 4 points.ddd March 2012 299

The same dynamic exists among agency respondents: the proportion saying their clients view the channels as separate rose 2% points to 49% this year, as did the proportion who viewed them as complementary, to 40%. This increase was offset by a 5% point decrease in those saying their clients are not involved in social media. March 2012 300

According to a report released in February 2012 by Econsultancy in partnership with the Email Experience Council of the Direct Marketing Association, 75% of US organizations say that competition with social media for recipients’ time and attention is either “very challenging” or “somewhat challenging” to their future success in email.ddd March 2012 301

Indeed, according to Econsultancy’s latest report, only 9% of company marketers say that their company’s email activity and social media marketing are well integrated, although an additional 41% say some integration exists. Even so, 43% say there is no integration between the two channels, and the proportion saying the areas are well integrated has only risen 2% points in the past year. March 2012 302

Agencies report higher levels of integration for their clients: 12% say their email activity is integrated well with their social media marketing, and a further 56% indicate there is some integration. In fact, the proportion reporting the areas being well integrated rose 7% points over the year.ddd March 2012 303

Marketers not yet integrating email and social media may be missing an opportunity: according to March 2012 data from VerticalResponse, SMBs using its email marketing service and also engaged in social media marketing for their business (defined as activity on the company’s social media marketing platform) experience a 28% higher open rate on their email marketing campaigns compared to those not using the social media platform. March 2012 304

And January 2012 analysis from GetResponse suggests that emails that include social sharing buttons have a click-through rate 115% higher than those do not (5.6% vs. 2.6%).ddd March 2012 305

40% of company respondents see email marketing as either not very successful (33%) or unsuccessful (7%) in this regard, while a further 35% are unsure. By comparison, only 1% see their email marketing as very successful in generating social media activity, while 24% say it is quite successful. March 2012 306

Agencies report a higher satisfaction level: 45% say their clients’ efforts are either very successful (4%) or quite successful (41%), compared to 37% who consider email either not very successful (37%) or unsuccessful (2%).ddd March 2012 307

Agencies say that incentives to engage (61%) and share-with-network functionality (60%) are the most successful email marketing techniques for generating social media activity. Among company respondents, the leading techniques are share-with-network functionality (51%) and consistent cross-channel content (50%). March 2012 308

eMarketer estimates that in 2012, Canada will reach 26.4 million internet users and overall online buyer penetration will reach 60.8%. As online marketing channels become increasingly crowded, group deals remain an important touchpoint in a marketer’s repertoire.ddd February 2012 309

While a lot of the initial hype has been followed by hand-wringing, a December 2011 report from Epsilon found that internet users in Canada were still buying and using group deals as recently as last summer. In August 2011, 42% of respondents said they received group deal emails daily and 9% said they made a purchase every few weeks. February 2012 310

Fifty-nine percent of execs believe businesses that do not routinely leverage social media will not survive, according to a Forrester Research survey. And 71 percent said companies taking social media seriously gain a competitive business advantage, the survey found.ddd February 2012 311

Three other interesting data findings: 41 percent of the execs' firms have begun using social media to market products, manage staff, and optimize operations. 40 percent plan to start employing social media as a marketing and operations tool. 76 percent said social media is a brand builder. February 2012 312

As of December 2011, eMarketer estimates, just over 1.2 billion people around the world used social networking sites at least once per month. That represented 23.1% growth over 2010, and double-digit growth will continue throughout eMarketer’s forecast period, though the rate of change will decrease as the market matures.ddd February 2012 313

In 2012, the US will have the greatest share of social network users as a percentage of the total population (49.9%), followed by Canada (49.3%), South Korea (46.6%), Australia (44.4%) and Russia (41.9%). February 2012 314

This suggests that email “share with a friend” programs are not necessarily aimed at directly growing subscriber lists or persuading new prospects to opt in—just 7.4% of respondents said the primary purpose of their social marketing was to get new names for their database.ddd February 2012 315

Humorous marketing emails ran a relatively distant second, with just under 21% of marketers saying these emails got the most shares. And email campaigns with direct incentives for sharing showed no higher success rate in terms of shares than email announcements with new information but no sharing incentive. February 2012 316

One answer, according to an October 2011 survey from Jack Morton Worldwide, may be social media. Social media users in Brazil, China and India were more likely to consider social network sites a good source of word-of-mouth information on brand experiences than were users in the US, at 31%, 23% and 27%, respectively, vs. 18% in the US.ddd February 2012 317

According to a recently-released JiWire report measuring mobile consumer behavior in Q4 2011, 80% of mobile consumers prefer ads that are locally relevant to them, and three-quarters of consumers have taken action in response to a location-specific message. February 2012 318

52% of mobile-local search ads on the xAd network yielded calls to local businesses following the initial click in Q4 2011, compared to 30% for display ads, according to [download page] a report released in February 2012 by xAd. The leading secondary action for display was accessing maps and/or driving directions (50%), compared to 42% for search ads. The biggest discrepancy between search and display was in the area of accessing more information and/or business reviews: 20% of display-ad users accessed that information, compared to just 5% of search-ad users.ddd February 2012 319

Average click-through rates (CTR) for search ads were 7%, compared to 0.6% for display ads. And among those who clicked, 37% of mobile-local searchers proceeded to access additional information, compared to 5% of mobile-display users. February 2012 320

Meanwhile, mobile-local search requests grew an impressive 60% quarter-over-quarter. Over the year, in-app search access grew 41%, compared to 34% growth in browser access.ddd February 2012 321

Social media engagement is the most exciting digital opportunity for global marketers this year, cited by 54% of company respondents to a survey [download page] released in February 2012 by Econsultancy, in partnership with Adobe. Social media is far ahead of other top 3 opportunities company marketers are passionate about, including mobile optimization (38%), content optimization (37%), conversion rate optimization (31%), brand building/viral marketing (27%), and video marketing February 2012 322

Marketers also indicated social media engagement to be among their top 3 digital-related priorities this year. The area topped the list, cited by 39% of company respondents, on par with the proportion who indicated content optimization to a be a top priority.ddd February 2012 323

Other areas marketers will be focusing on this year include conversion rate optimization (34%), brand building/viral marketing (32%), and mobile optimization (29%). And although content marketing (29%) matches mobile optimization as a priority, it is far less stimulating for marketers: only 18% cited the area as among their top 3 most exciting opportunities this year. February 2012 324

Among company and agency respondents, almost half said that social media has added many more programs and goals, but not the revenue to support new hires, indicating this to be a key challenge. By contrast, just 20% of companies and 13% of agencies said that this was not an issue for them.ddd February 2012 325

Indeed, according to an Awareness survey released in December 2011, few marketers are tying social media marketing initiatives to lead generation (38%) and sales (26%), with a far greater proportion using soft metrics such as social presence (76%), measured by number of followers and fans, and website traffic (67%) to determine the success of their campaigns. February 2012 326

Data from Econsultancy’s “Quarterly Digital Intelligence Briefing: Digital Trends for 2012″ indicates that companies and agencies are placing far more emphasis on social media engagement than social media analytics. For example, when asked about their digital priorities this year, companies were about twice as likely to cite engagement as analytics (39% vs. 19%), while the disparity among agencies was even higher (54% vs. 19%). Similarly, when asked what excited them the most, companies were far more likely to cite social media engagement than social media analytics (54% vs. 27%), as were agencies (47% vs. 27%).ddd February 2012 327

A recent study from Poll Position revealed that viewers found online video ads to be acceptable as long as they lasted no more than 15 seconds. January 2012 328

Specifically, 54 percent of respondents believed 15 seconds to be an agreeable amount of time to wait for a video. Only 12 percent thought 30 seconds was okay, while predictably far fewer - 4 percent and 3 percent, respectively - thought 45 seconds or 60 seconds was tolerable.ddd January 2012 329

According to a recent study from eMarketer, online advertising is expected to generate $39.5 billion in sales in 2012 - which would result in a 23.3 percent increase over 2011, Mashable reports. January 2012 330

Data from “Delivering Positive Impressions During Market Depressions” indicates that 82% of bank marketers are planning to increase their adoption and use of new channels of digital content delivery.ddd January 2012 331

Additional findings from Compete and Google highlight why B2B companies are fighting it out in paid search: 73% of US B2B information-gatherers who went online to conduct purchase research turned to a search engine to do so. January 2012 332

97% of the respondents believe social media marketing benefits their business, and three-quarters intend to increase their spending this year.ddd January 2012 333

The top metrics used by social media marketers for ROI are increased fans, likes, comments, and interactions (38%), increased revenues (24%), and increased brand awareness (15%). January 2012 334

Results from an Awareness survey released in December 2011 indicated greater agreement among marketers on social media marketing metrics, with social presence, measured by number of followers and fans, also voted the top metric, by 76% of respondents. Other popular metrics included website traffic (67%) and social mentions across platforms (53%), while a growing number of marketers were also found to be tying social initiatives to lead generation (38%) and sales (26%).ddd January 2012 335

Among the global marketers surveyed by Wildfire, 88% cited growth in brand awareness as a social media benefit, with the ability to engage in dialogue (85%) close behind. 58% said that social media helped increase sales and partnerships, and about 2 in 5 said it reduced costs. January 2012 336

A study released in December 2011 by the CMO Council in partnership with Lithium also found customer engagement to be a top benefit: a leading 55% of senior marketer respondents reported that social media has impacted their marketing operations by improving customer listening, engagement, and conversations.ddd January 2012 337

According to a survey released in December 2011 by StrongMail in conjunction with Zoomerang, when asked what channels they are planning to integrate email with in 2012, two-thirds of business leaders cited social media marketing, beating out mobile (44%), search (17%), and display (14%). January 2012 338

Emails that include social sharing buttons have a click-through rate 115% higher than those do not (5.6% vs. 2.6%), according to analysis released in January 2012 by GetReponse, which examined more than 2 billion emails sent by its clients.ddd January 2012 339

Among emails that included social sharing buttons, the majority (51.9%) included a single sharing icon, although the proportion containing 2 was not far behind (40.6%). There was then a significant drop-off, with only 7.4% including 3 buttons and 0.1% containing 4. January 2012 340

86% of respondents reported being bothered by the need to create new accounts at websites and said they would actually change their behavior: – 54% might leave the site and not return – 26% would go to a different site if possible – 6% would just simply leave or avoid the site – 14% would not complete the registrationddd January 2012 341

88% admitted to supplying incorrect information or leaving form fields incomplete (this result should come as no surprise to marketers). This figure is up from 76% in last year’s study January 2012 342

90% admitted to leaving a website if they couldn’t remember their login details rather than taking the time to recover their login information. This figure is up from 45% in 2010ddd January 2012 343

The study also found that even though website visitors are becoming more frustrated with traditional marketing, they are becoming more open to using social identities for website registration. In fact, 77% responded that social login is “a good solution that should be offered,” with 41% preferring social login over creating a new user account or using a guest account. January 2012 344

In fact, 77% responded that social login is “a good solution that should be offered,” with 41% preferring social login over creating a new user account or using a guest account. Among that 77%, 78% of social login fans have posted a comment or message to their social networks about a product or service they liked or thought others should know more aboutddd January 2012 345

In fact, 77% responded that social login is “a good solution that should be offered,” with 41% preferring social login over creating a new user account or using a guest account. Among that 77%, 83% reported being influenced to consider buying new products or services based on positive social media comments January 2012 346

In fact, 77% responded that social login is “a good solution that should be offered,” with 41% preferring social login over creating a new user account or using a guest account. Among that 77%, 69% report positive reviews might increase their likelihood to purchase a product or serviceddd January 2012 347

In fact, 77% responded that social login is “a good solution that should be offered,” with 41% preferring social login over creating a new user account or using a guest account. Among that 77%, 82% seek out, or avoid, companies based on social media reviews January 2012 348

With ‘social login,’ consumers are given the choice to have a more personalized experience when they visit a website without needing to re-enter preferences, what they like and what they dislike, at each website they visit. In addition, this capability can eliminate the clutter of receiving ads and promotions for products or services that have no relevance to you. On a scale of one to 10, how attractive is this capability to you? Fifty-one percent responded between seven and 10 on the scale, reporting they found the capability attractive. Twenty-five percent were neutral (five or six on the scale), and 24% reported the capability was not attractive to them (one to four on the scale).ddd January 2012 349

If a company personalizes your experience and the information on their website by catering to your specific interests/preferences, how much more or less likely, if at all, are you to do the following? 50% – Return to website 46% – Buy products/services from website 38% – Recommend the website to others 33% – Make purchases in-store January 2012 350

According to email delivery and automation provider Emailvision, 96.51% of online marketers worldwide placed some importance on the ability to send targeted and segmented email marketing communications to their audiences. The majority (68.44%) felt it was very important.ddd January 2012 351

More than half (55.16%) of the marketers surveyed were either satisfied or very satisfied with their segmentation and targeting capabilities, suggesting a sizeable audience that is both confident and reportedly adept at reaching the right audience. Just 14.71% said they were dissatisfied with their targeting capabilities. January 2012 352

Still, May 2011 data from The Relevancy Group found only 39% of US email marketers segmented their audiences based on customer and revenue-centric data such as customer profitability or lifetime value. Instead, the majority segmented audiences by demographics (61%) and geography (51%).ddd January 2012 353

When measuring campaign success, high clickthrough rate was the most-cited metric upon which online marketers worldwide measured their email marketing campaigns. High open rate was mentioned by 23.96% of respondents. Missing from the data are options for revenue-focused metrics such as conversion rate, return on investment or other sales-driven results. January 2012 354

Data from Epsilon and Email Experience Council help to benchmark “high” clickthrough and open rates in North America. The average email open rate in Q3 2011 was 23.8%, the highest in two years, with the average clickthrough rate at 5.5%.ddd January 2012 355

Of those who reported that social media measurement was a high priority, most (65%) said they made it a priority because they needed to improve effectiveness. Additionally, 59% said they needed to improve integration with other marketing. December 2011 356

In its “2011 Marketing ROI and Measurement Study,” Lenskold Group found that 14% of marketers thought they were very much improved at measuring ROI, 35% said they were somewhat improved and 30% said there was a slight improvement. Only 22% of marketers saw no improvement.ddd December 2011 357

On a scale of 1 (poor) to 5 (excellent), 43% of marketers rated their ability to measure the amount of engagement or participation a 4 or 5. December 2011 358

Marketers also reported they are good at measuring new names generated (36% rated it 4 or 5), prospects or leads generated (32%) and a change in awareness or perceptions (26%).ddd December 2011 359

Lenskold also found that around half of marketers consider social media measurement a high priority. Of the 45% who consider social media measurement a low priority, 41% said it was because they were still testing and experimenting on a small scale and 19% said they did not have defined metrics or objectives. December 2011 360

47% of bank marketers responding to a survey from the CMO Council say they are using social media network pages and postings to deliver branded marketing content to their key customer, prospect, and partner audiences, according to [download page] a December 2011 report from the Council.ddd December 2011 361

This (social media network pages) ranks as the second-leading marketing channel behind internet websites (76%), and is followed relatively closely by online or mobile video segments (41%). December 2011 362

Roughly 2 in 5 bank marketers are using social media analytics and conversation monitoring to track the level of their customer anxiety, which the vast majority (89%) rate as moderate to very high. However, just 19% say that they are property equipped to leverage digital channels of customer engagement.ddd December 2011 363

The majority of respondents see these new channels as effective and beneficial due to their lower production costs (59%), quicker turnaround (56%), better measurement and tracking (53%), and adaptivity and versatility (50%). Other significant benefits include more engaging and compelling content (48%), the ability to localize, version, and personalize (46%), and greater reach, response, and return (45%). December 2011 364

According to December study results from Mr Youth, 36% of social media users trust brands that have a social media presence more than brands that do not, and 52% of users are willing to pay more for brands they trust.ddd December 2011 365

Overall, 66% of social media users who made a Black Friday / Cyber Monday purchase reported doing so as a direct result of social media interactions with brands and family. December 2011 366

Click-through rate is the top method of measuring video ad success, cited by 39% of video advertisers in the US and Canada, ahead of actual product sales (38%) and visits to the brand website (35%), according to [pdf] a December 2011 study from Break Media. Data from “Digital Video Advertising Trends: 2012″ indicates that other popular metrics include brand awareness or recall (30%) and video completion rate (29%).ddd December 2011 367

Roughly 1 in 5 video advertisers use reached target audience (22%), social engagement (20%), time spent watching video (19%), number of times video was viewed (19%), and intent to purchase (19%) as methods of measuring the success of their video ads. December 2011 368

Advertisers appear to be frustrated by metrics, though: 42% say that difficulty measuring ROI is a hindrance to the use of video ads, ahead of other barriers to adoption including a lack of transparency on ad placement (40%), lack of standardized metrics (38%), and not enough ROI (35%).ddd December 2011 369

73% of respondents indicate that they used video ad networks (VANs) in 2011, representing 12% growth from 65% in 2010. Additionally, in 2012, 92% of advertisers plan to use VANs and increase the share of spend placed with those entities from an average of 20% to 41% of total video dollars. December 2011 370

Almost half of respondents looked to social media to build customer loyalty, while most executives (64%) said social media was most valuable for awareness-building. Awareness-building was the second most-mentioned value for email (51%) and the third most-mentioned for mobile (28%), slightly behind expanding brand footprint (29%).ddd December 2011 371

According to StrongMail’s annual marketing trends survey, conducted by Zoomerang, the majority (68%) of business executives worldwide said they plan to integrate their social media marketing efforts with email in 2012. In addition, 44% plan to integrate mobile with their email campaigns. December 2011 372

Business executives said email, social media and mobile were all effective marketing channels for building customer loyalty and retention. In fact, 67% of business executives worldwide said email was a valued asset to achieving this goal, with 48% saying the same for social media and 35% for mobile.ddd December 2011 373

55% of senior marketers say that social media has impacted their marketing operations by improving customer listening, engagement, and conversations, matched by the proportion who say that the channel has opened new avenues to gather and further market insights, according to [download page] a study released in December 2011 by the CMO Council in partnership with Lithium December 2011 374

According to a November 2011 report from Econsultancy in partnership with LBi and bigmouthmedia, 2 in 5 global companies do not have a return-on-investment (ROI) figure for any of the money they spend on social media marketing, while a further 26% say they can only attribute an ROI figure to a tiny amount of the money they spend on social media.ddd December 2011 375

These results largely mirror findings from a November 2011 McKinsey report studying the benefits of digital marketing overall: according to the survey, more than half of global marketing executives say that over the past 2 years, the increasing prevalence of digital media and tools has changed their companies’ ability to interact with and serve new customers, while roughly 2 in 10 say that digital-related marketing has increased their access to data and insights. December 2011 376

According to the CMO Council study, 65% of marketers say they leverage social media as a listening post in order to gather insights on preferences, opinions, and reviews.ddd December 2011 377

Seeding discussion topics to focus conversations for specific market intelligence (51%), distributing special promotions, coupons, and discounts (43%), and collecting competitive intelligence (40%) are also popular uses of social media. December 2011 378

Marketers’ responses correspond with how they view customers likes: 41% of marketers believe that brand fans want to be heard, while only 33% believe that they are looking for incentives or rewards. The top reason marketers believe customers like their brand is because the content is agreeable (57%).ddd December 2011 379

34% of marketers say their existing social media strategy is supportive of their communications, but not fully integrated into their strategies. December 2011 380

An additional 21% say they have loosely connected channels and are working on getting them aligned and into the overall strategy, while only 17% believe their social media strategies are fully integrated with overall marketing and go-to-market strategies.ddd December 2011 381

More than half of the marketers responding to the CMO Council survey rate their level of brand influence in social media channels as growing, although very few believe that their brand has excellent (7%) or very good (9%) influence. December 2011 382

More than half of the marketers responding to the CMO Council survey rate their level of brand influence in social media channels as growing, although very few believe that their brand has excellent (7%) or very good (9%) influence.ddd December 2011 383

Marketers report that the leading reason customers typically reach out to them is to look for service or support (80%). Other reasons cited are to respond to an ad campaign or Web content (43%), to complain about a bad experience (29%), to learn about new and upcoming products (29%), or to give the company feedback or ideas (29%). December 2011 384

Email open rates rose to 23.8% in Q3 2011, representing 7.8% growth from 22% in Q3 2010 and 7.1% growth from 22.2% in Q2 2011, according to [download page] a December 2011 report from Epsilon and the Email Experience Council. Data from “Q3 2011 Email Trends and Benchmarks” indicates that click-through rates rose to 5.5% from 5.2% in Q2, but remain in line with rates seen in Q3 2010 (5.4%).ddd December 2011 385

Among the categories examined, consumer products CPG (8.1%) had the best click rate, joining the financial services general (6.9%), financial services CC/banks (6.1%), and consumer services general (4.8%) categories in posting an increase of at least 5% compared to Q3 2010. The retail general (6.6%), travel/hospitality travel services (4.5%), and retail apparel (3.8%) categories all experienced year-over-year decreases of at least 5%. December 2011 386

Meanwhile, mobile platforms appear to be gaining ground when it comes to email viewership, earning 23% of views from April 2011 through September 2011, representing a 34% increase compared to the previous 6-month period, according to [download page] a December 2011 report from ReturnPath. Webmail (44%) and desktop (33%) remained more popular platforms for reading email, but decreased by 11% and more than 9% respectively.ddd December 2011 387

Webmail views were highest among the finance (49%), shopping (48%), and travel industries (45%), while desktop views were highest among the software (48%) and automotive (47%) industries. Mobile views were largely consistent among industries, with the highest rates seen in the entertainment (27%), social networking (27%), and publishing (26%) industries. December 2011 388

The highest open rates were in the financial services CC/banks (38.6%), financial services general (32.5%), and retail general (27.8%) categories, while the best click to open rates (CTOR) were experienced by the consumer products CPG (43%), consumer publishing/media general (36.9%), and consumer services telecom (31.1%) categories.ddd December 2011 389

Unlike a decade ago, the majority of internet users worldwide (about 70%) are non-native English speakers and about 98% largely use their native languages to search for specific services or business development? December 2011 390

Eighty-five percent (85%) of consumers own a desktop computer and 68% own a laptop/netbook computer; 41% access the Internet on their mobile phone.ddd December 2011 391

According to eMarketer, 221.0 million people, or 71.2% of the U.S. population, were using the Internet at year-end 2010. December 2011 392

According to the Communications Industry Forecast 2011-2015, by Veronis Suhler Stevenson (VSS,, adults spent an average of 397 hours in 2010 with the Internet, including traditional media brand-related digital and pure-play platforms – covering usage at home, school, and work – a 6.0% increase from 2009. December 2011 393

Since 2000, the Center for the Digital Future ( at the University of Southern California, Annenberg School for Communication has conducted the Digital Future Project. The 2011 Digital Future Project, published in June 2011, found that 82% of Americans access the Internet, with an average of 18.3 hours per week spent online. December 2011 394

According to a new comScore study on U.S. consumers’ evolving email behaviors, the number of visitors to web-based email sites declined 6% compared to the previous year, while email engagement declined at an even greater rate. During the same time period, the number of users accessing email via their mobile devices grew by 36%. December 2011 395

After years of modest activity, Internet use for phone calling has begun to increase significantly. In April 2011, 24% of adult Internet users placed phone calls online, an increase from 8% that had done so four years prior, according to the Pew Internet & American Life Project. On any given day in 2011, 5% of Internet users went online to place phone calls. December 2011 396

In an August 2011 survey by the Pew Internet & American Life Project, 92% of adult Internet users said they had used an online search engine within the prior 30 days. On a typical day, 59% of Internet users perform an online search. This places search at the top of the list of most popular online activities among U.S. adults, ahead of email and social networking. December 2011 397

According to comScore, 17.1 billion core searches were conducted in August 2011. December 2011 398

According to an August 2011 report by the Pew Internet & American Life Project, 65% of adult Internet users said they use a social networking site (SNS). December 2011 399

The frequency of social networking site usage among Internet users under age 30 was about the same in 2011 as in 2010 – 61% of online Americans in that age cohort use social networking sites on a typical day. Among Baby Boomer Internet users (ages 50-to-64), however, social networking site usage on a typical day increased to 32% in 2011 from 20% in 2010. December 2011 400

According to the Communications Industry Forecast 2011-2015, by Veronis Suhler Stevenson (VSS,, adults spent 77 hours per person, on average, using mobile media in 2010, an increase of 49.7% from 2009. December 2011 401

Based on the rapid adoption of computer tablets by consumers and businesses, VSS forecasts a 35.3% increase in time spent with wireless media in 2011, reaching 104 hours per person. A 19.8% compound average annual growth rate is forecast through 2015, with consumer purchases of e-books, music, mobile applications, and streaming video driving the increase. December 2011 402

An April 2011 survey by AdMob ( investigated use among tablet owners. Approximately 70% reported spending at least one hour per day using the device; 38% spent over 2 hours on it. While just 28% consider it their primary computer, 77% said they are spending less time on desktop or laptop PCs since they got a tablet. More than 40% of tablet owners spend more time each day with that device than with a traditional computer or with a smartphone; a third use tablets more than they watch TV. December 2011 403

I was surprised that 42% of email marketers believe testing the target audience is very effective. November 2011 404

Yes, the second most-effective variable is not even part of the email — it’s the landing page. And with 41% of email marketers saying it’s “very effective” to test, the landing page is nearly as important as the target audience. November 2011 405

Finally, we’ve made it to subject lines, the most popular variable by far with 72% of email marketers testing them. Note the six-point drop in effectiveness compared to variable number two. With 35% of email marketers saying they’re “very effective” to test, subject lines should be on your radar, but they should not take up the entire screen. November 2011 406

Just one-point lower, 34% of email marketers say testing the call-to-action is “very important.” If your emails have hyperlinks or buttons that say “submit,” “download,” or some other generic phrase, I strongly suggest you test a value-based phrase. November 2011 407

Take a look at the disparities in the chart. Variables such as the message, layout and day-of-week have greater-than-20% differences between the number of marketers testing them and the number of marketers saying they’re very effective. November 2011 408

Ranking in first position for organic search gets an Avg CTR of 36.4% November 2011 409

60% of the clicks go to the top three organic search results November 2011 410

If you double your investment to move from 2nd position to 1st, you could triple your visits for that keyword November 2011 411

Avg CTR on page one is 8.9%, Avg for the second page is 1.5% CTR. November 2011 412

Cheap CPC terms will likely see over 30% CTR on position one. November 2011 413

Expensive CPC terms will see less than 20% CTR on position one. November 2011 414

Expensive CPC terms see a lower organic CTR than cheap CPC terms. November 2011 415

Head terms yield higher CTR for position one (32% for head terms versus 25% for long tail) November 2011 416

Long tail terms show better overall CTR on pg 1 (4.6% avg CTR for head terms vs 9% avg CTR for long tail) November 2011 417

There is a negative correlation between CTR on organic results and CPC value of sponsored results. November 2011 418

First page rank for a head term will yield more visitors than first position for long tail term. (CTR) November 2011 419

In just 6 months, barriers to social media adoption have dramatically decreased for small businesses, according to a November report from Constant Contact. Data from the “Fall 2011 Attitudes and Outlook Survey” indicates that 83% of respondents who use social media marketing do so because it has a low cost, up 15% from Spring 2011, while 67% cite its ease of use, up 24%. November 2011 420

Other perceived barriers have also fallen in the past 6 months: 45% of small businesses using social media marketing say it does not take a lot of time, up 45% of respondents from the Spring, while 51% say it works for their customers, also up 45% from the previous study. November 2011 421

However, only about 1 in 5 respondents say that they have the staff to devote to social media marketing or that it works better than other methods. November 2011 422

Overall, 81% of the small businesses surveyed report using social media marketing, up from 73% in the Spring 2011 survey, with 47% saying their use of social media has increased substantially. November 2011 423

Roughly two-thirds of respondents report that social media tools work well with other forms of marketing. November 2011 424

The top online tools used by small businesses are websites (98%), email marketing (95%), social media marketing (81%), and online advertising (66%). November 2011 425

However, social media is seen as relatively ineffective compared to other tools: whereas 83% of small businesses using email marketing find it to be effective, just 61% of those that have adopted social media marketing see it that way. November 2011 426

Among the small businesses using social media marketing, roughly 60% say they respond to all comments on social media platforms, whether those comments are positive or negative. November 2011 427

24% say they respond occasionally, while 16% say they never respond. The 3 main reasons reported for lesser engagement were: not having the time; not thinking it is necessary; and not knowing what to say. November 2011 428

72% of respondents report not yet incorporating mobile into their marketing campaigns and only 13% have created a mobile-friendly website. November 2011 429

According to an October report from Econsultancy in association with RedEye, 70% of global companies are not yet designing their websites specifically for mobile phones or tablets. November 2011 430

Data from the report indicated that one-quarter of companies have designed their websites specifically for mobile phones, while just 13% have done so for tablets. November 2011 431

Welcome messages have a higher than average open rate, making this an opportunity for marketers to obtain more demographic and preference data on the subscriber. The majority (65%) of registration landing pages only make one to five requests, usually limited to name, email address and, if B2B, company name. November 2011 432

Because of their timing and relevancy, automated campaigns achieve higher open rates than traditional email messages. In fact, in the 2012 Email Marketing Benchmark Report, we discovered 43% of marketers found emails sent based on triggers to be very effective, leading all other tactics including segmentation based on subscriber behavior and use of loyalty programs. November 2011 433

The research also found 80% of organizations sent automated emails, with automated messages making up an average 22% of the overall email volume. The chart below shows the most popular automated email messages sent by marketers. November 2011 434

Welcome emails topped the list as six out of 10 marketers reported sending automated welcome campaigns. November 2011 435

Our research found 73% of marketers send an email message within 24 hours of the subscriber registering for their program. November 2011 436

And according to Morgan Stanley and Gartner, mobile will become our primary internet screen by 2015 November 2011 437

Our world now includes 5 Billion mobile subscribers! That is nearly half of the entire planet. And it is causing a revolution in business, in media and in the politics and policies that shape our existence. November 2011 438

* The Year over Year growth rate for tablet computers in 2011 is 200% November 2011 439

IBM predicts that mobile apps will surpass traditional apps by 2015 November 2011 440

72% of the U.S. workforce uses a mobile device and 82% of executives use a smart phone November 2011 441

50% of executives said they prefer to make a purchase via a mobile device over traditional web or phone November 2011 442

In 2011, 78% of people in North America, 58% in Europe and only 11% of people in Africa have internet access. November 2011 443

Nearly 160 million US internet users will watch video online regularly this year, eMarketer estimates, and an ever-greater share of those video viewers are turning to professional content on the web and doing so with greater frequency. November 2011 444

October 2011 research from online ad network Burst Media found that a plurality of video viewers (39%) watch between 1 and 5 hours per week online, compared with less than a third who watch for under an hour. November 2011 445

Burst Media also found a fairly robust response rate to online video ads. Overall, the company reported 18.2% of online video viewers took some kind of action based on seeing an online video ad. November 2011 446

Globally, online consumers of all ages reported that receiving discounts and special offers was their top reason for liking or following brands.  Only respondents under the age of 20 and 55-59-year-olds were less likely to follow for this reason, reporting they primarily engage with brands via social media based on friends’ recommendations. November 2011 447

In the U.S., NM Incite, a Nielsen/McKinsey Company, found that nearly 60 percent of social media users visit social networks to receive coupons or promotions, with 23 percent saying they do this on a weekly basis.  November 2011 448

When comparing visitors to Social Networks and Blogs and those who visit sites that offer coupons and rewards, there is strong overlap between the two categories.  During September 2011, 43 percent of visitors to Social Networks and Blogs also visited a Coupons/Rewards site.  November 2011 449

In addition, study data indicates more B2B companies have been using social media longer (52.6% reported one year or more) than their B2C counterparts (46.2% indicated 1 year or longer). November 2011 450

In 2010, only 31% of marketers were using social media for one or more years. Now that number has grown 61% to 50%. November 2011 451

93% of marketers use social media to market their businesses, according to a survey from SocialMedia Examiner. Data from “2011 Social Media Marketing Report” also indicates a significant 90% of marketers said that social media is important to their businesses. November 2011 452

49% of marketers engaging in social networking have less than one year of social media marketing experience. Another 39% have been using it for one to three years, with 11% having more than three years of experience and only 2% having no experience (figures total more than 100% due to rounding). November 2011 453

Nielsen research indicates people will go for it – U.S. adults online who follow a brand or celebrity on social networking sites are 52 percent more likely than the average adult online to download an online coupon and nine percent more likely to shop online. November 2011 454

North American consumers showed the strongest interest in using social media for deals (45%), followed by consumers in Asia-Pacific (34%) and Latin America (33%). November 2011 455

57.4% of B2B marketers derive the biggest impact on their lead generation goals from SEO activities, according to a November 2011 report from Webmarketing123. November 2011 456

Data from the “2011 State of Digital Marketing Report” indicates that PPC comes in a distant second, cited by 24.8% of B2B marketers as having the biggest impact, while social media marketing is third with 17.9% of respondents. November 2011 457

SEO wins among B2C marketers, too, although by a smaller margin: 41% see it as the dominant influence on lead generation, followed by PPC (34.2%) and social media marketing (24.8%). November 2011 458

Lead generation (46.4%) is by far the most important objective of digital programs for B2B marketers, outstripping sales generation (22.2%), brand awareness development (15.3%), and site traffic generation (11.1%). November 2011 459

Among B2C marketers, lead generation (23%) drops to the second spot behind sales generation (39.9%), but remains ahead of site traffic generation (17.4%), and brand awareness development (16.9%). November 2011 460

Although site traffic generation is not the most important objective to most digital marketers, the vast majority use web traffic as a measurement of campaign success, cited by 73.9% of B2B marketers and 79.8% of B2C marketers. November 2011 461

Among B2B marketers, lead generation (69.2%) takes second place, followed closely by website click-through rate (64.7%) and sales (62.5%) as prominent methods of measuring success. November 2011 462

Less than half turn to call-to-action conversions as indicators of success, while just one-quarter use brand awareness. For B2C marketers, sales (68.5%) and website click-through rate (68%) are the second and third most-popular indicators, followed by call-to-action conversions (47.8%), lead generation (46.1%), and brand awareness (37.1%). November 2011 463

Just 29.1% of marketers want to learn more about PPC, according to the report. By contrast, 62.1% are curious to learn how all digital channels can be leveraged to produce an integrated, cross-channel strategy, while 45.9% are interested in finding out more about social media marketing, and 38.1% want to know more about SEO. November 2011 464

The emphasis placed on social media strategy and customer analytics and data management largely reflect marketing aspects CMOs felt they had most room to improve: 71% felt unprepared to leverage the large amounts of data that continue to flood the online marketing space and 68% marked social media for improvement. November 2011 465

In addition, 56% of respondents looked to leverage social media as a key engagement channel for customers and prospects, and the same percentage of CMOs also hoped to manage these customers through the use of integrated software suites, which could include tools like CRM or marketing-automation software. November 2011 466

Twitter has increased over the last year from roughly 55 000 users to over 1,1 Million. This is a 20 fold increase. Put differently, 95% of the people on Twitter only joined within the last year. November 2011 467

Both search (+31%) and display-related (+27%) advertising registered impressive gains. October 2011 468

In fact, the IAB reports that online advertising grew by a staggering 23% during the first half of this year, well ahead of the 3% growth reported for all measured media. October 2011 469

More popular goals included driving traffic to a website (66%), generating sales or leads (48%), and identifying and addressing brand fans (47%). October 2011 470

The most popular tactic among survey respondents was including a social sharing button in emails or on a company website, with 69% of respondents saying they did that. October 2011 471

Additionally, 59% offered unique content for social media fans and followers and 54% posted videos to social video sites. October 2011 472

Chief Marketer found that 60% of respondents counted the number of friends, followers and likes as a leading method of measuring social media marketing success. October 2011 473

Additionally, 39% highlighted sharing, forwarding, retweeting and posting brand content, while 35% said they track qualified leads from social media. October 2011 474

The data found that only 13% of respondents thought they were very effective at measuring social media campaigns, while 47% said somewhat effective, 28% said not very effective and 12% said not at all effective. October 2011 475

The US is home to over 270 million internet users, ranking 3rd behind Europe and Asia respectively. October 2011 476

Data from the August 2011 Chief Marketer “2011 Social Marketing Survey” found that only 26% of marketing professionals saw amassing total followers as an aim for social media marketing. October 2011 477

Meanwhile, mobile email use has risen 51% among 25-to-34-year-olds and 42% among 35-to-44-year-olds. Even in the group with the lowest mobile use growth, 45-to-54-year-olds, it has still risen 20%. October 2011 478

The best time to send marketing emails to consumers is between 7 and 10 PM, while the worst time to send them is between 10 PM and 9 AM, according to research from Pure360. October 2011 479

Research also indicated that although more people accessed these sites via their mobile browser, the social networking app audience grew five times faster in the past year. While the mobile browsing social networking audience grew 24 percent to 42.3 million users in the past year, the mobile social networking app audience surged 126 percent to 38.5 million. October 2011 480

According to the findings of an insightful new report from comScore, 72.2 million Americans accessed social networking sites or blogs on their mobile device in August 2011. October 2011 481

Not only does that figure represent a whole lot of people, it also reveals an audience size increase of 37 percent over the past year alone. The study similarly showed that more than half read a post from an organization, brand or event while on their mobile device. October 2011 482

Nearly 40 million U.S. mobile users, more than half of the mobile social media audience, access these sites almost every day, “demonstrating the importance of this activity to people’s daily routines,” comScore suggests. October 2011 483

Almost three in 4 publishers (73%) say revenue from online display ads has increased in the last year, according to [pdf] a report from eConsultancy released in October 2011. October 2011 484

Data from the “Online Publishers Survey Report” indicates that almost 40% more publishers are enjoying increased revenues compared to 2009, when just over half (53%) saw increased revenues. In 2011, just 13% of publishers have experienced a decrease in revenues, about 50% less than the percentage (27%) who responded that way in 2009. October 2011 485

According to the report, 26% of the publishers surveyed earn more than 91% of their revenue from online advertising, almost 45% higher than the share of publishers (18%) who earn less than 10% of their revenue from this source. Breaking the figures down geographically, there are some clear differences at both ends of the scale between US and Canadian publishers on the one hand, and European publishers on the other. October 2011 486

For example, while 31% of US and Canadian publishers earn more than 91% of their revenue from online advertising, just 18% of European publishers report doing the same. October 2011 487

eConsultancy’s data indicates that the average increase in value of remnant inventory due to real time bidding (RTB) is 20%. Close to half (46%) of the publishers surveyed reported an increase of 1-10%, while one in 10 indicated that their remnant revenue rose by over 50% as a result of RTB. Only 5% of respondents reported seeing no increase in revenue. October 2011 488

On average, a quarter of publishers’ remnant display inventory is sold on an RTB basis. October 2011 489

68% of ad network respondents said they are investing in RTB technology, while a further 17% plan to do so within the next 12 months. October 2011 490

PricewaterhouseCoopers and Wilkofsky Gruen Associates estimate US video game revenues will reach nearly $1 billion this year and continue rising through 2015. The study concluded that display ads, advergames and advertising on web-based game portals are the leading game-related ad segments in the US. The study further noted that dynamic in-game ads will eventually overtake static ads. October 2011 491

Social gaming ad revenues alone, eMarketer estimates, will reach $205.4 million this year in the US and $293.4 million worldwide. This includes display, video, search and other forms of paid advertising that support games played directly on social networking sites October 2011 492

By 2013, the worldwide social game ad market will reach $641 million. October 2011 493

Advertising still makes up only a small portion of total social gaming revenues, however—this year, just 14.4%. The rest of social gaming dollars come from lead generation offers and virtual goods spending, which will continue to make up the bulk of revenues through 2013. October 2011 494

In fact 60 percent of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites. October 2011 495

Active social media users are more likely to read product reviews online, and 3 out of 5 create their own reviews of products and services. October 2011 496

Women are more likely than men to tell others about products that they like (81% of females vs. 72% of males). Overall, consumer-generated reviews and product ratings are the most preferred sources of product information among social media users. October 2011 497

Among those who share their brand experiences through social media, at least 41 percent say they do so to receive discounts. October 2011 498

When researching products, social media users are likely to trust the recommendations of their friends and family most, and results from Nielsen’s Global Online Survey indicate that 2 out of 3 respondents said they were either highly or somewhat influenced by advertising with a social context. October 2011 499

Social Media also plays a key role in protecting brands: 58 percent of social media users say they write product reviews to protect others from bad experiences, and nearly 1 in 4 say they share their negative experiences to “punish companies”. October 2011 500

On the flip side, another interesting trend is the interest of consumers to act as ambassadors and advocates for brands through social media. A majority of active social networkers (53%) follow brands. October 2011 501

Social media users are also interested in collaborating with their favorite brands, with 60 percent of 18- to 34-year-olds saying they want to give product improvement recommendations, and another 64 percent who want to customize their products. October 2011 502

Seven in 10 (71%) global chief marketing officers (CMOs) feel unprepared for the explosion of data that is occurring in the marketplace, according to a study released by IBM in October 2011. Data in “From Stretched to Strengthened” indicates that a similar percentage (68%) feel unprepared for social media. October 2011 503

Even when CMOs are divided by outperforming and underperforming organizations, large percentages of outperformers still feel unprepared for many developing trends. For example, 65% of outperformers feel unprepared for the data explosion and 66% feel unprepared for social media. And 57% feel unprepared for shifting consumer demographics, while 56% feel unprepared for the growth of channel and device choices. October 2011 504

The largest difference between outperformer and underperformer unpreparedness is in channel and device choice growth, where the share of underperformers who feel unprepared is 30% higher (73%). October 2011 505

Looking at how many CMOs use different strategy influencers, the study shows that good old fashioned market research still reigns supreme, with 82% of respondents using it. However, specific new technology influencers, such as online communications (40%) and blogs (26%) are less popular. October 2011 506

New technology stands to become much more commonly used by CMOs, according to study results. Social media leads the way, with 82% of respondents planning to increase its use. Other new technologies with high rates of planned increased usage include customer analytics and CRM (81% each), mobile applications (80%), content management (73%) and tablet applications (72%). October 2011 507

The only new technology with less than 50% of CMOs planning increased usage is email, but this may reflect its heavy existing penetration and/or rise of other communication technologies. October 2011 508

When asked to name barriers to using technology, the top two barriers were both business case issues: cost (71%) and lack of ROI certainty (62%). The third most popular barrier, tool implementation issues (47%), is IT-related, followed by the marketing-related issue of lack of skills (46%) and two IT/marketing-related issues: lack of marketing and IT alignment (45%) and lack of IT integration (43%). October 2011 509

Only one usability, ease of use (37%) makes the list, which is populated on its lower portion by a mix of marketing- and IT-related barriers. October 2011 510

Results of “Bringing 20/20 Foresight to Marketing” indicate 27% of top performers, but only 9% of all respondents, review online marketing performance in real time. October 2011 511

Visitors to coupon websites spent 13% more and expect to spend 16% more, on average, than the typical online shopper October 2011 512

“The Impact of Online Coupons and Promotion Codes” indicate. Specifically, visitors to coupon websites indicated spending $1,576 online in the past 12 months, compared to an average of $1,397 for all online shoppers. October 2011 513

In addition, visitors to coupon websites expect to spend an average of $1,651 online in the next 12 months compared to $1,428 for the typical online shopper. Visitors to coupon websites also make 18% more online purchases than the average online shopper. On average, typical shoppers indicated making 11 online purchases in the past six months, compared to visitors to coupon websites who indicated making 13 online purchases in the past six months. October 2011 514

Visitors to coupon websites are more likely than the average online shopper to be influenced by an online coupon or promotion code. In fact, 88% of visitors to coupon websites versus 78% of all respondents agreed with the statement that coupons “close the deal” for them when they are undecided on a purchase. October 2011 515

Active online coupon users are almost 1.5 times more likely than light coupon users to try a new brand and/or switch brands — 74% to 54% and 61% to 43%, respectively. This implies that the more shoppers use coupons, the more open they are to trial. October 2011 516

In addition, within the total U.S. online population, 80% of respondents indicated that a company that offers online coupons improves its brand image. In addition, 88% of all respondents said that they had “positive feelings” toward a brand that offers coupons. October 2011 517

The usage of online coupons by US consumers is increasing, according to other survey results which indicate 66% of consumers will use online coupons for at least 25% of their purchases in the next 12 months, a 20% increase from 55% who used online coupons for at least 25% of their purchases in the last 12 months. This includes a 19% jump in consumers who will use online coupons for 25-50% of their purchases in the next 12 months (26% to 31%) and a 21% increase in consumers who will use online coupons for 50% or more of their purchases in the next 12 months (29% to 35%). October 2011 518

Service emails had the highest open rate (42.8%) by a wide margin. The next-highest open rate, for editorial emails, was about 35% lower at 27.4%. Service emails also had the highest click rate (8.9%), closely followed by editorial emails (8.3%). Editorial emails had the highest click-to-open rate (30.4%), followed by research emails (25.9%). September 2011 519

Globally, only eight in 10 (81%) commercial emails reached their intended inbox in the first half of 2011, according to a study released in September 2011 by ReturnPath. Results from “The Global Email Deliverability Benchmark Report” indicate the remaining roughly one in five emails that do not reach the inbox wind up either in a spam/junk folder (7%) or are blocked by ISP-level filtering (12%). September 2011 520

Regionally, North America has the highest rate of commercial emails reaching the inbox (86%), followed by Europe (84%), Asia-Pacific (78%) and Caribbean/Latin America (62%). September 2011 521

Commercial emails targeted to B2B recipients have similar global success rates to overall commercial emails. Eighty percent reach the intended inbox, while 8% wind up in a spam/junk folder and 12% are blocked by ISP-level filtering. September 2011 522

ReturnPath analysis indicates this is a 5% improvement from 2009, when just 75.2% of commercial B2B emails made it to the inbox. The study advises the multiple company-level filtering methods used for business email addresses mean that deliverability is still a major concern. At the default setting, a lot of mail remains undelivered. September 2011 523

Examining commercial email success rates in the two countries comprising North America, the study finds Canada, with a roughly 85% success rate, has a disproportionately high rate of blocked emails (12%). Meanwhile, the US has an 86% success rate, with only 6% of commercial emails blocked. September 2011 524

About seven in 10 (69.8%) business emails sent via the Epsilon Dream platform during Q2 2011 were marketing messages, according to data from Epsilon and the Email Experience Council. Data from “Q2 2011 Email Trends & Benchmarks” indicates this figure is about 5% higher than the 66.7% of emails which were marketing messages in Q1 2011. A majority of the remaining emails (25.1%) fell into the “other” category, with small percentages consisting of service, acquisition and editorial emails. September 2011 525

More than 25% of respondents to a Boomerang survey stated that a biweekly email newsletter works best for them. September 2011 526

The use of mobile email by 18-to-24-year-olds has risen more than any other age group, according to data from e-Dialog. Mobile email use has risen 63% in this demographic. September 2011 527

The top online retailers sent each of their subscribers 2.9 promotional emails on average during the week ending Sept. 16, 2011, according to the Retail Email blog. That’s down 9% week-over-week, down 7% from where it was four weeks ago, and up only 4% year-over-year. September 2011 528

Twenty-five percent of children younger than 10 in the UK have their own personal email account, according to a survey from Westcoastcloud September 2011 529

Psychologists estimate that the response to color can account for up to 60% of the acceptance or rejection of a product or service, according to statistics provided by GroupMail. September 2011 530

Meanwhile, use of sales levels as a metric dropped from 17.9% of respondents in 2010 to 13.3% in 2011, and fewer also measured revenue per customer, with only 9.6% of respondents highlighting that option this year, down from 17.2% in 2010. September 2011 531

Site visits and page views were still the top social media metric used by US marketers, with 52.2% of respondents highlighting that tactic in August 2011. However, counting the number of followers or friends jumped to 34.1% of respondents, up from 24% in August 2010, and buzz indicators or web mentions also increased, from 15.7% of respondents in 2010 to 20.5% in 2011. September 2011 532

Opens in mobile devices experienced a 150% increase between January and July 2011, with webmail seeing a 20% decline. Email opens via desktop dropped a slight 2%. September 2011 533

Email is an extremely effective channel once a customer is on a list, but one of the biggest challenges email marketers face is getting people on their lists. According to Lyris, annual list churn averages 20-30%. September 2011 534

The top online retailers sent each of their subscribers 3.2 promotional emails on average during the week ending Sept. 9, 2011, according to the Retail Email Blog. That’s flat week-over-week, up 4% from where it was four weeks ago, and up 9% year-over-year. September 2011 535

Four out of 10 people feel like businesses don’t know what they want when it comes to messaging preferences, according to a survey from Message Systems. In addition, the survey shows 46% of people will actually shop more if their favored business just learns to contact them when, how and where they like, while 72% of 35 and unders will chat with a favored business via IM (sparing a call into a costly call center). September 2011 536

The big three webmail clients own almost 75% market share, according to a Volt infographic. September 2011 537

The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years. September 2011 538

Companies that blog get 55% more web traffic. September 2011 539

About seven in 10 (69.8%) business emails sent via the Epsilon Dream platform during Q2 2011 were marketing messages, according to data from Epsion and the Email Experience Council. Data from “Q2 2011 Email Trends & Benchmarks” indicates this figure is about 5% higher than the 66.7% of emails which were marketing messages in Q1 2011. September 2011 540

A majority of the remaining emails (25.1%) fell into the “other” category, with small percentages consisting of service, acquisition and editorial emails. September 2011 541

Service emails had the highest open rate (42.8%) by a wide margin. The next-highest open rate, for editorial emails, was about 35% lower at 27.4%. Service emails also had the highest click rate (8.9%), closely followed by editorial emails (8.3%). Editorial emails had the highest click-to-open rate (30.4%), followed by research emails (25.9%). September 2011 542

The highest open rates were in Financial Services CC/Banks (33.7%), Financial Services General (29.7%) and Retail General (25.2%). The highest click rates were in Consumer Services Telecom (9.0%), Consumer Products CPG (8.0%) and Financial Services CC/Banks (6.5%). Consumer Products CPG (46.9%) and Consumer Services Telecom (40.7%) had the highest click to open rates. September 2011 543

Meanwhile, Retail Apparel (99%), Consumer Services General (98.2%) and Travel/Hospitality Travel Services (98.1%) had the highest non-bounce rates. September 2011 544

Business Publishing/Media General, Consumer Services General, Retail General and Retail Specialty experienced at least a 5% increase in open rates compared to the previous year’s metrics. September 2011 545

Furthermore, Consumer Service Telecom, Financial Services CC/Banks and Retail Specialty had an increase of at least 5% in click rate compared to the same quarter in 2010. September 2011 546

Open rates (22.2%) saw a slight decrease quarter over quarter (4.8%). However, they increased compared to the same quarter last year by 0.4%. Four of the 13 reported industries saw at least a 5% increase in open rates compared to Q2 2010. September 2011 547

Click rates (5.2%) decreased by 11.1% from last quarter. Click rates are directly in line with this same time last year and remain established during the last two years. September 2011 548

Average volume per client increased 16.2% from Q1 2011, but shows a decrease from last year of 14.3% (Q2 2010).The non-bounce rate remained fairly stable, decreasing only 0.3%. In addition, average order size saw a slight improvement of 0.9% compared to last year, while unique click to conversion rates increased 14.6% from Q1 2011 and 6.2% from Q2 2010. Revenue per email decreased less than 1% from Q2 2010 but improved 17.3% from Q1 2011. September 2011 549

The average inbox placement rate (ISP) for promotional emails correlates with the sender score of the entity sending them, according to a study conducted from January to April 2011 by ReturnPath. Data from “The Sender Reputation Report” indicates that emails from IP addresses with the highest sender score (91-100) have an average 88% ISP rate. September 2011 550

In contrast, emails from IPs with the lowest sender score that still indicates a legitimate address (41-50) only have a 64% ISP rate. That means IPs with a sender score of 91-100 are 38% more likely to get an email into an inbox than IPs with a sender score of 41-50. ISP rate steadily climbs along with sender score; industry average ISP rate is 80. September 2011 551

The top online retailers sent each of their subscribers 3.2 promotional emails on average during the week ending September 2, 2011 (last week of August), according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s down 4% week-over-week, up 2% from where it was four weeks ago, and up 11% year-over-year. September 2011 552

The month began slowly, averaging slightly more than 3.0 promotional emails the week ending August 5 and then dipping slightly the week ending August 12 before rising to roughly 3.1 the week ending August 19. This was followed by a sharp week-over-week jump to more than 3.2 the week ending August 26 (which was a year-high average, see “Promo Email Continues Strong YOY Pattern” below), and then falling to about 3.2 the week ending September 2. September 2011 553

Concurrently, promotional emails mentioning back to school began a steep decline the week ending August 26, when the percentage dropped from 20% to less than 15%. That percentage further declined to a little more than 10% the week ending September 2, with most US school districts starting classes by this week. September 2011 554

Well less than 5% of promotional emails mentioned Halloween (Monday, October 31) throughout the month. Interestingly, there was a slight uptick of Halloween-themed emails the week ending August 19. September 2011 555

Friday, September 2 was the clear favorite day of the week for major online retailers to send promotional email, as 55% did so. No other day saw as many as 50% of major online retailers send promotional email; Thursday, September 1 came in second with a 48% participation rate. Forty-five percent of major online retailers sent promotional email on both Monday, August 29 and Wednesday, August 31. September 2011 556

Only 28% of major online retailers sent a promotional email on Saturday, August 27. This placed Saturday well behind even the other traditional slow email day, Sunday, August 28, which had a participation rate of 37%, roughly one-third higher than Saturday’s rate. September 2011 557

Each month from February to July 2011, average retail email volume was up substantially from where it was a year earlier. The highest average number of emails top online retailers sent their subscribers in any given week during the equivalent period in 2010 was approximately 2.9 (week ending August 18, 2010), while this year it surpassed 3.2 (weeks ending August 26). September 2011 558

With the week ending September 2 including the start of what for many Americans was a long Labor Day holiday weekend (Monday, September 5), it is not surprising that the percentage of promotional emails mentioning Labor Day more than quadrupled from less than 5% the week ending August 26 to 20% the week ending September 2. September 2011 559

The Direct Marketing Association (DMA) and Epsilon today released the Q2 2011 North America Email Trends and Benchmarks Results, which show a 16.2 percent increase in average volume-per-client from Q1 2011, and a 14.3 percent decrease in average volume-per-client from Q2 2010. Open rates increased by 0.4 percent from Q2 2010 and click rates were directly in line with the same time last year. August 2011 560

Open rates (22.2 percent) saw a slight decrease quarter over quarter (4.8 percent). However, they increased over the same quarter last year (by 0.4 percent). August 2011 561

Click rates (5.2 percent) decreased slightly (by 0.7 percent) from last quarter. Click rates are directly in line with the same time last year and remain established over the last two years. August 2011 562

Average volume-per-client increased by 16.2 percent from Q1 2011, but shows a decrease over last year of 14.3 percent (Q2 2010). August 2011 563

Unique click to conversion rates increased 14.6 percent over Q1 2011 and 6.2 percent over Q2 2010. August 2011 564

The non-bounce rate remained fairly stable, decreasing 0.3 percent. August 2011 565

More than half (54%) of North American marketers measure the traffic volume generated by social media, according to the Q2 2011 Quarterly Digital Intelligence Briefing from Adobe and Econsultancy. August 2011 566

The largest percentage (almost 30%) of senior marketing executives engaging in social media monitoring (ranging from automated search engine alerts to specific data queries and third-party research) make it actionable through their communications strategy, according to [download page] a survey conducted in May and June of 2011 by WebLiquid and RSW/US. Results from “Marketers and Social Media Monitoring Survey” indicate no other means of making social media monitoring actionable compares in popularity, with customer service enhancements following at close to 20% (more than one answer allowed). August 2011 567

It is interesting to observe that both not monitoring social media (more than 20%) and other (almost 15%) are both roughly two to three times as popular as the second-most-popular specific tool for social media monitoring. August 2011 568

When asked to name their primary marketing objective, about 35% of respondents said building brand awareness, a few percentage points higher than runner up customer interaction/engagement. Other relatively popular responses included lead acquisition (more than 15%) and driving e-commerce sales (almost 10%). August 2011 569

74% of senior marketing executives are actively monitoring social media. August 2011 570

More than nine in 10 senior marketing executives are aware of social media monitoring, with about five in 10 somewhat aware and four in 10 very aware. August 2011 571

Marketers who pay for social media monitoring tools are twice as likely as those who use free tools to find them extremely valuable, while hardly any marketers find their tools to have little to no value whether paid or free. August 2011 572

62% of marketers plan to increase social media monitoring investments in the coming year, 37% plan to keep them the same, only 1% plan to decrease them. August 2011 573

Only 23% have heard about a virtual event through the next-most-popular channel, social media, meaning email is almost four times as popular an attendance driver. August 2011 574

Email is overwhelmingly the top driver of virtual event registration, according to an August 2011 survey from MarketingProfs and Trendline Interactive, sponsored by ON24. Data from “The Practicalities of Virtual Events” indicates 83% of virtual event attendees have heard about an event through email. August 2011 575

Following video ads in percentage of viewers inspired to action are email and web banner ads (37% each), social media ads (28%), and mobile/smartphone ads (17%). Overall, 59% of digital ad viewers have taken some type of action in the past six months. August 2011 576

Video and search ads are most likely to inspire viewer action out of several types of digital ads, according to [pdf] an August 2011 study from the Internet Advertising Bureau (IAB). Data from “Affluent Consumers in a Digital World” indicates 41% of both video and search ad viewers have taken some type of action resulting from the ad in the past six months. August 2011 577

Video and search ads are most likely to inspire viewer action out of several types of digital ads, according to [pdf] an August 2011 study from the Internet Advertising Bureau (IAB). Data from “Affluent Consumers in a Digital World” indicates 41% of both video and search ad viewers have taken some type of action resulting from the ad in the past six months. August 2011 578

Following video ads in percentage of viewers inspired to action are email and web banner ads (37% each), social media ads (28%), and mobile/smartphone ads (17%). Overall, 59% of digital ad viewers have taken some type of action in the past six months. August 2011 579

Overall, 45% of digital ad viewers have clicked an ad, 38% have viewed an advertiser website, 285 have searched for a product/service online, 18% have become a social network fan, and 17% have gone to a retail location. August 2011 580

When asked what types of ads they are most likely to pay attention to on the internet, several characteristics relating to relevance were among the most popular. These include ads relevant to the content of the website they are currently on (33%), ads relevant to activities they are thinking about (such as car ads if they are shopping for a car, also 33%), ads relevant to where they live or are (30%), and ads relevant based on age, gender or income (29%). August 2011 581

In addition, funny/unexpected ads enhance interest for 30% of overall viewers, as well as affluent viewers and non-affluent viewers. August 2011 582

Interestingly, affluent consumers are both more likely to see ads online that make them uncomfortable because they know too much about them and to share information to get a customized online experience than the overall average. Twenty-nine percent of affluent consumers have felt uncomfortable, 3% higher than the 28% overall average. August 2011 583

However, 32% are usually willing to share information, a substantial 23% higher than the 26% overall average. According to the survey, affluent consumers overall currently comprise 21% of US households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases. August 2011 584

Eighty-five percent of online US adults have viewed a digital ad of some type in the past seven days, according to other study data which indicates affluent Americans (those with a household income of $100,000 or more) have viewed digital ads at a slightly higher rate (88%), while other Americans have viewed them at a slightly lower rate (84%). August 2011 585

Affluent Americans are also slightly more likely than the overall average to have viewed a web/banner ad (80% compared to 75%), search ad/sponsored listing (77% compared to 72%), video ad (65% compared to 62%), and mobile/smartphone ad (42% compared to 39%). They have the same rate of viewing a social media ad (59%), and are slightly less likely than the overall average to have viewed an email ad (69% compared to 71%). August 2011 586

Eighty-five percent of online US adults have viewed a digital ad of some type in the past seven days, according to [pdf] an August 2011 study from the Internet Advertising Bureau (IAB). Data from “Affluent Consumers in a Digital World” indicates affluent Americans (those with a household income of $100,000 or more) have viewed digital ads at a slightly higher rate (88%), while other Americans have viewed them at a slightly lower rate (84%). August 2011 587

Affluent Americans are also slightly more likely than the overall average to have viewed a web/banner ad (80% compared to 75%), search ad/sponsored listing (77% compared to 72%), video ad (65% compared to 62%), and mobile/smartphone ad (42% compared to 39%). They have the same rate of viewing a social media ad (59%), and are slightly less likely than the overall average to have viewed an email ad (69% compared to 71%). August 2011 588

According to the survey, affluent consumers overall currently comprise 21% of US households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases. August 2011 589

Online affluent Americans who view an average of 21.1 digital ads per week, 4% more than the overall average of 20.6. Only counting affluent Americans who actually view digital ads, that average drops to 18.5, which is 9% higher than the overall average of 17.4. August 2011 590

Affluent Americans overindex most in the average number of search ads/sponsored listings they view (3.9, 15% more than the overall average of 3.5. The only type of digital ad affluent Americans do not overindex in terms of average number viewed per week is email ads, where their average of 3.3 matches the overall average. August 2011 591

Overall, six in 10 members of the total population who have viewed a digital ad in the last six months have taken some action in response. Affluent Americans slightly underindex (59%) for total response rate. August 2011 592

However, 18% of affluent Americans have become a fan or liked something on a social networking site as a result of a digital ad in the last six months, compared to 17% overall and 15% of other Americans. Affluent Americans also overindex in going to a retail location (17%, compared to 16% of both overall and other Americans) and purchasing a product or service online (16%, compared to 15% of both overall and other Americans). August 2011 593

Compared with non-affluent consumers, affluent consumers are also somewhat more likely to be aware of new products (55% compared to 49%), new companies (51% compared to 49%), and new websites (46% compared to 44%) after viewing digital ads, according to other study data. In addition, 59% of affluent consumers reported taking action based on a digital ad during the preceding six months. August 2011 594

Furthermore, 37% of affluent consumers say they are most likely to pay attention to an online ad that relates to whatever website they are on (such as a car ad on a car site), almost 16% more than the 32% of overall consumers who say this. August 2011 595

During a Search Marketing Now webinar in July 2011, Covario surveyed the 250 participants, most of whom were search practitioners from advertisers across the US. The survey found that 56.9% of respondents said their companies manage paid social media programs in-house, which falls in line with the knowledge that SMN webinar participants are often from smaller companies that don't have the budgets to hire outside agencies and therefore do most social media work internally. August 2011 596

However, for those who do look to their agency partners to manage paid social media initiatives, the paid search agency is the most popular option, with 15% of respondents saying these agencies manage their social media advertising programs. August 2011 597

Covario often analyzes the connections between social media and search marketing, and in late 2010, the company surveyed search marketers about their plans for social media marketing and SEO in 2011. That study found that 36% of respondents were planning to integrate search and social more often, and that social media advertising on Facebook, LinkedIn and the like was a top priority for 46% of US paid search advertisers. August 2011 598

Social media programs are also still getting funds from search budgets, but more companies are creating independent budgets for paid social media programs. The July survey found that 41.7% of respondents still drew social media budgets from search budgets, while 39.5% had an independent budget for social media programs. August 2011 599

Website (93%), email (84%) and social media (61%) are the top three areas of focus for B2B organizations. July 2011 600

Eight in every ten marketers (78%) currently use social media in their B2B marketing activity. July 2011 601

Statistics reveal that 15% of those who receive a catalog and 12% that receive a letter from a company make an online purchase from the sending company. July 2011 602

Younger adults, minorities, and lower income earners who own smartphones are likeliest to mostly use them to access the internet, according to a July 2011 survey from the Pew Research Center Internet & American Life Project. Survey data indicates 42% of 18-to-29-year-old smartphone owners mostly use them for web access, double the 21% of 30-to-49-year-olds who do so and more than four times the 10% of smartphone owners 50 and older. July 2011 603

Knowledge Networks and MediaPost Communications surveyed teen and adult social media users for “The Faces of Social Media” study and found that, in May 2011, 40% of respondents accessed social media via their mobile phones. This was an increase from 28% who reported doing the same in September 2010. July 2011 604

Additionally, 37% of US social media users trust what their friends and family members say about a brand or product on social media, compared to only 10% who trust what strangers say. July 2011 605

Drilling down to specific social elements, 26% trust what friends and family members say in blog posts, 25% trust their posts on social media sites and 20% trust their tweets. This is compared to 7% who trust the blogs and posts of strangers, and 5% who trust strangers’ tweets. July 2011 606

Additionally, an April 2011 study from ROI Research found that 60% of US social network users were at least somewhat likely to take action when a friend posted something about a product, service, company or brand on a social media site. July 2011 607

The Knowledge Networks study found that 27% of US mobile internet users turned to social media to compare or check prices before, during or after shopping, while 24% checked reviews and 16% got coupons or discounts for local businesses. Overall, half of mobile web users interacted with social media at some point in the shopping process. July 2011 608

Last year, American companies spent upward of $12 billion on paid search advertising, establishing it as the No .1 online marketing channel. By 2015, budgets allocated to the channel are expected to nearly double, with eMarketer expecting spend to reach $21.53 billion. July 2011 609

Banner advertisements will continue to grow, exceeding the $11 billion mark over the next four years. July 2011 610

Meanwhile, video advertising spend is set to be the fastest growing channel, jumping from $1.42 billion in 2010 to $7.11 billion in 2015. July 2011 611

Paid search advertising is set to become an even bigger asset in B2B online marketing, with new reports suggesting spend could exceed $21.5 billion in the near future. July 2011 612

The top online retailers sent each of their subscribers three promotional emails on average during the week ending July 1, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s up 2% week-over-week, down 2% from where it was four weeks ago, and up 9% year-over-year. July 2011 613

As retailers enter the lowest email volume period of the year, the Retail Email Blog predicts subscribers will likely only be receiving 2.8 emails a week on average in a week or two. July 2011 614

Fourth of July messaging was expected to crest the long weekend of July 2-4. Between June 24 and July 1, the rate of Independence Day messaging increased by almost six times, rising from 5% of promotional email volume to almost 30% of promotional email volume. July 2011 615

During the next few weeks, the Retail Email Blog predicts back-to-school messaging, which as of July 1 was minimal, will begin its rise, ending July with a bit more than 15% of retail emails including a back-to-school message. July 2011 616

Friday, July 1 was the most popular date for major online retailers to send a promotional email last week, with 55% sending a message on the last weekday before the Independence Day holiday. Monday, June 27 was the next most popular (46%), closely followed by Thursday, June 30 (45%). Only about one-quarter of major online retailers (26%) sent a promotional email on Saturday, June 25. July 2011 617

During February, March, April and May 2011, average retail email volume was up substantially from where it was a year earlier. The highest average number of emails top online retailers sent their subscribers in any given week during the equivalent period in 2010 was a little more than 2.8 (week ending June 17, 2010), while this year it approached 3.2 (week ending June 3). July 2011 618

More than half (57%) of those using marketing automation saw positive gains in campaign metrics like open rate, clicks, purchases and registrations. However, a large percentage (39%) were unsure of the impact on their email marketing efforts, perhaps suggesting these companies lacked measurement capabilities. June 2011 619

ccording to StrongMail, 46% of companies worldwide are currently taking advantage of lifecycle email marketing. June 2011 620

Among those (lifecycle email marketers), the majority leveraged it for welcome programs (78%), and about half used it to maintain client communication in post-purchase campaigns (45%) and to continue post-sales revenue generation with cross-sell and upsell programs (44%). June 2011 621

Still, StrongMail found 75% of respondents with lifecycle email marketing programs believed they outperformed traditional outbound marketing programs like general email blasts. June 2011 622

Companies also cited revenue-specific benefits, including increased revenue and higher ROI. In addition, 38% said they were now able to send fewer but more profitable email messages, highlighting the ability for marketers to be more strategic in their email deployment, ultimately achieving more with less. June 2011 623

Specifically, respondents said these automated programs had positive effects on customer experience: 67% cited increased subscriber engagement and 54% reported increased customer satisfaction and retention. June 2011 624

Almost one in five (17%) emails sent by Postfuture marketing clients across nine industry verticals was opened in 2010, according to the Harte-Hanks Postfuture Index. Ninety-five percent were successfully delivered. June 2011 625

The unsubscribe rate for marketing emails in 2010, 0.16%, was a 50% improvement from the 0.32% rate recorded by Harte-Hanks in 2009. June 2011 626

Harte-Hanks analysis indicates use of tactics such as targeted content, frequency control and suppression of non-responders will help continue to keep unsubscribe rates low. Three percent of marketing emails were clicked. June 2011 627

The highest open rate was the pharmaceutical sector at almost 26%. Email content in this category tends to be highly targeted to the individual subscriber. June 2011 628

The lowest open rate was technology at 6%. Technology companies tend to acquire a number of their subscribers from events such as trade shows. June 2011 629

The highest click rate (8%) occurred in the insurance sector. This rate is well above the average click rate of 3%. The lowest click rate was for the technology sector at less than 1%. June 2011 630

Bounce rates averaged 5% for 2010. Harte-Hanks data shows the automotive sector (12%) skewed this rate high. Without this sector, the average bounce rate for 2010 was 4%. Overall, this was a 29% improvement from the 2009 bounce rate average of nearly 7%; and about a 43% improvement without including automotive. June 2011 631

The average inbox placement rate (ISP) for promotional emails correlates with the sender score of the entity sending them, according to a study conducted from January to April 2011 by ReturnPath. Data from “The Sender Reputation Report” indicates that emails from IP addresses with the highest sender score (91-100) have an average 88% ISP rate. June 2011 632

Meanwhile, 29% of both respondents groups make adjustments every time they review metrics. Overall respondents are much more likely to make adjustments at regularly scheduled intervals and if a metric falls below a certain threshold (no top performers use this adjustment tactic). Once again, the rates of making no adjustment show no difference (5% for each group). June 2011 633

Top US and UK online marketing performers, those executives who say their company’s investment in online marketing technology is “world class,” are much more likely to proactively track and adjust their online marketing campaigns, according to [download page] a survey from Forbes Insights and Coremetrics. Results of “Bringing 20/20 Foresight to Marketing” indicate 27% of top performers, but only 9% of all respondents, review online marketing performance in real time. June 2011 634

There is also a substantial gap between the two groups in daily performance review (32% of top performers compared to 19% of all respondents). Weekly performance review rates are virtually flat, and then overall respondents are much more likely to say their company review online marketing performance on a monthly, quarterly or annual basis. June 2011 635

Interestingly, the rates of not reviewing performance at all are also virtually flat (2% of top performers and 3% of overall respondents). June 2011 636

When it comes to adjusting online marketing campaigns, 39% of top performers and 9% of overall respondents make adjustments in real times, meaning top performers are more than four times more likely to adjust this rapidly. June 2011 637

Although 46 percent of B2B email marketers use third-party lists: * Only 11 percent score the tactic at “four” or “five” on a five-point scale of effectiveness, with “five” being the most effective, according to the MarketingSherpa 2011 B2B Marketing Benchmark Report. * 57 percent score the tactic at “one” or “two” June 2011 638

These numbers almost completely reverse when we look at B2B marketers emailing to a house list. About 95 percent of B2B email marketers send to their own lists. * 67 percent consider the tactic a “four” or “five” in terms of effectiveness on a five-point scale, with “five” being the most effective. June 2011 639

Despite common industry wisdom that consumers are much more likely to publicize negative experiences, consumers express satisfaction on social networks more frequently than disappointment, according to an April 2011 study from ROI Research and Performics. Data from “S-Net: A Study in Social Media Usage and Behavior” indicates in the case of restaurants, 60% of online consumers use social networking sites to express satisfaction about a purchase, brand or retailer. June 2011 640

This makes restaurants the vertical most likely to receive good publicity via social network. Other verticals with 50% or more of online consumers saying they use social networks to express satisfaction are food brands and household products (53% each) and telecommunications (50%) June 2011 641

Interestingly, both the telecommunications (28%) and restaurant (25%) verticals are also among the most likely to receive disappointing social network comments from consumers. June 2011 642

In terms of offers to win online points that can be redeemed for products or prizes via social networks, consumer interest currently appears tepid. No vertical has more than 50% of online consumers expressing interest in winning points via social network. Education (47%), sports-related (44%) and electronics (43%) are the leading verticals in this area. June 2011 643

When it comes to printable coupons obtained from social networks, online consumers show a bit more interest. Fifty-six percent are interested in receiving printable coupons from educational brands, while 52% are interested in receiving printable coupons from sports-related brands. Interest in printable coupons from brands in the restaurant (49%), auto, electronics and food (48% for each vertical) verticals was also higher than interest in points from any vertic June 2011 644

Other study results show that a combined 49% of online consumers are extremely (5%), very (10%) or somewhat (34%) likely to post interesting or relevant content about a product/service, company or brand such as sale announcements, coupons, new product announcements, interesting videos, etc. on social networking sites. June 2011 645

Interestingly, a combined 60% of online consumers are extremely (5%), very (13%) or somewhat (42%) likely to take action when a friend posts this type of social network content. June 2011 646

In addition to being the vertical fourth-most-likely to receive positive social network comments from consumers, household products are also most likely to receive negative social network comments. However, only 29% of online consumers say they use social networks to express disappointment in household products. June 2011 647

Study results indicate social networks are not a major source of advice for consumers on what to purchase. Less than half of online consumers obtain purchase advice on products in any vertical covered by the survey, with appliances the most popular at 46%. The only other vertical which more than four in 10 online consumers said they go to social networks to receive purchase advice for was electronics (42%). June 2011 648

Only 3% say more than once a day and 7% say daily. In one piece of good news for brands who communicate via social network, only 4% of online consumers say they should never use this form of communication. June 2011 649

When asked whether they discuss a variety of vertical products on social networks, about eight in 10 (79%) online consumers indicated they discuss educational institutions and sports-related products. Other verticals generating social network discussions with a high rate of consumers include entertainment (74%), automotive (67%) and electronics (63%). June 2011 650

A combined 49% of online consumers are extremely (5%), very (10%) or somewhat (34%) likely to post interesting or relevant content about a product/service, company or brand such as sale announcements, coupons, new product announcements, interesting videos, etc. on social networking sites. Interestingly, a combined 60% of online consumers are extremely (5%), very (13%) or somewhat (42%) likely to take action when a friend posts this type of social network content. June 2011 651

The Direct Marketing Association’s (DMA) Email Experience Council and Epsilon today released the Q1 2011 North America Email Trends and Benchmarks Results, which show a 4.2 percent increase in open rates over Q1 2010 and a 39.2 percent increase in average volume per client from Q1 2010. June 2011 652

The average click rate is 5.9 percent — a slight decrease from the same time last year (6.0 percent). June 2011 653

Open rates (23.3 percent) increased both quarter-over-quarter (by 5.6 percent) and year-over-year (by 4.2 percent).  Five of the thirteen reported industries saw at least a 5 percent increase in open rates over Q1 2010. June 2011 654

Coming out of the holiday season, the average volume per client increased only slightly by 5.7 percent from Q4 2010, yet saw a significant increase of 39.2 percent over the same quarter last year. June 2011 655

Click to conversion rates decreased 4.7 percent over last quarter, but increased 26.5 percent over the same quarter last year.  The 3.0 percent conversion rate is the strongest over a two-year period, confirming that email continues to be a strong channel for revenue. June 2011 656

Not surprisingly, messages categorized as Service messages had the highest open rates (37.5 percent) and click rates (7.9 percent). June 2011 657

According to the study, entitled the “Small Business Success Index,” almost three-quarters of smaller firms recognize that text messaging and location-based marketing solutions can drive sales, however just 15% of owners consider mobile marketing to be “extremely” or “very” valuable in reaching new prospects and a fifth felt it was only “somewhat” important to their direct marketing strategy. May 2011 658

In trying to explain why they don’t utilize mobile campaigns, 20% of small businesses argued that it wasn’t a “mature and proven” area for investment, with most preferring direct mail solutions.  While I understand the notion of small business owners thinking the mobile channel isn’t “matured” to the point of traditional marketing channels, the lack of it being proven is up for debate May 2011 659

A combined 89% of marketers use (53%) or plan to use (36%) social media marketing, according to other study data. which indicates of those planning to use social media, 26% plan to use it in the next 12 months and 10% plan to use it more than 12 months out. May 2011 660

North American marketers’ use of social media channels outpaces European usage by more than 100%, according to a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011″ indicates 66% of North American marketers, but only 31% of European marketers, currently use social media. May 2011 661

Third party social networking sites rank highest on the list of social media marketing options at 60%; other outside options such as microblogging, social sharing links, and blogs are all also popular with more than 50% of marketers. Only 46% use company-hosted online communities. Not all outside social media options are widely popular, however; only 20% currently use location-based games. May 2011 662

In the case of social media, program integration varied considerably across tactical options. At 62%, “social sharing links in email and web offers” shows real traction with integration, while company-hosted communities (43%) and Twitter (42%) are the most widely orphaned social tactics. Almost half of marketers (48%) integrate pages on third-party social media sites such as Facebook, while more than half integrate applications and widgets (55%) and ads (54%) on those sites. May 2011 663

About two-thirds (68%) of marketers see web data as very important to customer analytics and 63% see it as very important to making decisions about marketing offers and campaigns, according to [pdf] a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011″ indicates a majority of remaining respondents consider both uses of web data somewhat important. May 2011 664

A higher percentage of respondents is currently using web data for customer analytics (50%) than to make decisions about marketing offers and campaigns (41%). Only 14% of respondents have no plans to use web data for either of these purposes, with most not doing so currently planning to do so in the next 12 months. May 2011 665

By wide margins, the highest percentages of respondents currently using web data to perform customer analytics (57%) and make decisions about marketing offers and campaigns (65%) say they are doing so “somewhat” effectively. However, only combined respective percentages of 19% and 15% say they are doing so somewhat ineffectively or not effectively at all. May 2011 666

When asked to select the top three of 11 potential barriers to integrating online and offline data at their organization, the highest percentage (52%) of respondents said existing systems and data are too disparate, followed by organizational structure, corporate culture or internal processes not being conducive (45%). May 2011 667

Interestingly, North American respondents were two-thirds more likely than European respondents (60% compared to 36%) to select systems/data disparity and about 50% more likely (50% compared to 34%) to select non-conducive structure, culture or processes. May 2011 668

Six in 10 marketers perform some level of interactive marketing, according to other study data which indicates 10% perform interactive marketing across all channels and 50% perform it across some channels. May 2011 669

Of the remaining 40% not currently performing any interactive marketing, 23% plan to start in the next 12 months and 6% plan to start more than 12 months out, while 11% have no interactive marketing plans. May 2011 670

Measurement, analysis and learning is the most frequently cited bottleneck affecting marketers, according to other study data which indicates 57% of North American and European marketers consider measurement, analysis and learning to be a bottleneck. May 2011 671

Lack of appropriate in-house skills, lack of budget, and difficulty working with internal IT all tied with a 33% response rate. May 2011 672

Topping marketers’ list for adoption during the next year is social media monitoring tools at 26%. A series of technologies to help marketers optimize interactions with customers follows, including cross-channel interaction management, contact optimization, and web targeting. May 2011 673

Web analytics and email are the technologies mostly likely to have been already adopted, followed by web content management, campaign management, and e-commerce. For each of these technologies, more than 50% of marketers say they are already using them. May 2011 674

Almost a combined nine in 10 (87%) marketers agree with the statement, “Marketing software is too siloed and missing important tools. As a result, marketing needs a more comprehensive and integrated application suite of marketing software in order to improve its effectiveness.” The majority (62%) somewhat agree with the statement, while another 25% strongly agree. Among those who disagree, the majority (8%) only somewhat disagree. May 2011 675

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. May 2011 676

A little more than one in three (36%) small US businesses plan to focus the most resources on web-based marketing and advertising this year, according to [pdf] a spring 2011 survey from FedEx Office. Results of the “Fourth Annual Signs of the Times Small Business Survey” indicate this figure is up about 10% from 32% in 2010. May 2011 677

Four in 10 (42%) small businesses say that web-based marketing and advertising supplements their printed marketing materials, roughly 2.5 times as many that say they rely solely on web-based and social media marketing tools. Another 23% only use printed materials, while 19% say web-based and social media tools have replaced some printed marketing materials. May 2011 678

Only about two in 10 (22%) small businesses see social media as a critical marketing tool, although 50% have experimented with it. About one in five (19%) do not think social media is important, while 10% are not sure. May 2011 679

Of small businesses who use or have experimented with social media, sharing company news (79%) and searching for customers (72%) are by far the most popular uses. Responding to customer service issues/questions comes in a distant third (54%). May 2011 680

Nearly 40 million people—61.2% of France’s residents—will use the internet at least once a month in 2011, eMarketer estimates. By 2015, more than 43 million people in the country will be online. May 2011 681

At least 93% of France’s population ages 12 to 39 used the internet in December 2010, according to the Autorité de régulation des communications électroniques et des postes (ARCEP) and the Conseil général de l'industrie, de l'énergie et des technologies (CGIET). Males were more likely than females to be online, and web usage remained lower among seniors. May 2011 682

The number of social network users in France will pass 20 million in 2011, according to eMarketer calculations. More than two-thirds of web users there will be social networkers in 2015. May 2011 683

When looking for an agency partner, marketers look at several qualities. Agency or specialty type was the top factor, with 43% reporting that it influenced their decisions. Other important factors were a timely approach by an agency (41%) and advice or recommendations from other marketers (38%) or colleagues (36%). May 2011 684

RSW/US, a business development firm that works with agencies on lead generation, surveyed marketing decision-makers in March 2011 for “A Client’s Look Ahead at Agencies,” and found that 67% of respondents felt digital agencies need to evolve and offer more traditional services to maintain relevancy. May 2011 685

Overall, only 25% of respondents use an agency that is exclusively digital, social or SEO-focused. This is down from 28% in RSW/US’ 2009–2010 survey. May 2011 686

The RSW/US study also found that 50% of respondents think full-service firms will win more digital assignments in the next three to five years, while only 28% think digital firms will win more full-service work and 22% expect the ratio to stay the same. May 2011 687

Other groups, like shopsessives (7%), businesswireds (15%) and alpha trendsetters (13%) liked spreading the word about brands more, but the research suggested they were somewhat less likely to do so on the web. May 2011 688

Nearly nine in 10 social expressionistas said social networks were their favorite type of site, 13 percentage points above the next group, alpha trendsetters. Social networks are vital to them as the location where they interact with like-minded people and express their views. May 2011 689

The report also included updated benchmarks for display ad performance. MediaMind found commercial breaks had the highest clickthrough rate of any ad format, followed by floating ads. These two formats also had the highest dwell rates. May 2011 690

MediaMind (formerly Eyeblaster) has developed a measure for how much inflation plain cookie counting brings. In the US, where users delete cookies more often on average than those in Europe and Australia, cookie counting can inflate statistics by a factor of 3, the firm reports. May 2011 691

Similarly, the e-tailing group’s “10th Annual Merchant Survey” found that 75% of retailers rated video as a valuable merchandising feature in Q1 2011, up from 68% in Q1 2010 and 58% in Q1 2009. April 2011 692

Nearly three-quarters of US retailers featured video on their sites in Q4 2010, according to the e-tailing group’s “13th Annual Mystery Shopping Study,” published in February 2011. This percentage was up significantly from the 55% of retailers who reported using video on their sites a year earlier. April 2011 693

SundaySky, a software provider that specializes in repurposing digital content into automated videos, analyzed videos on Google and found that 46% of the top 50 retailers had no clips at all on the search engine. Another 24% had fewer than 10 clips and an additional 12% had between 11 and 100. April 2011 694

Of 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 695

At least in the US, some television watchers do want to interact socially. According to a March 2011 survey by Harris Interactive and 24/7 Wall St., 17% of US web users use the internet or social media during a TV show to post or read about the show. About twice as many web users interact online after watching, however. April 2011 696

Two in five internet users surveyed said the ability to catch up with episodes by pausing and watching at their leisure was the most important feature of online video. Another 24% said being able to use online video like a personal video recorder was the top feature. Interactivity and social features were the least popular choice, cited by only 11% of internet users. April 2011 697

Online video viewing is on the rise around the world. In the US, eMarketer estimates 158.1 million internet users will watch video online at least monthly in 2011, up from 145.6 million last year. And at least one in five web users across the US, UK, Australia, Brazil, Germany, Italy and Spain told Accenture in March 2011 they were watching more video on desktop and laptop computers than a year earlier. April 2011 698

Fully seven in 10 web users told Cone they consider the effect their purchases will have on the environment at least sometimes, up 4 percentage points since two years earlier. But they have a different view of that impact than marketers. April 2011 699

More than two-fifths of respondents said claims of “green” or “environmentally friendly” made them think the item actually had a positive effect on the environment. Another 25% said they thought the item had less of an impact on the environment than similar products. April 2011 700

Most consumers want more information from companies than such general claims. Just 11% said it was acceptable to make vague statement like “green” in their marketing. April 2011 701

Instead, they want very specific information: 79% want a full outline of environmental effects on product packaging, and 75% would like companies to teach them more about the terms they use, like “all natural.” April 2011 702

Marketers would do well to take such consumer education seriously. If consumers feel they have been misled—even when marketers don’t consider they’ve been misleading—71% say they will stop buying the product, and 37% would stop buying anything else from the brand. April 2011 703

More than a third (35%) of US small businesses reported using online social networking for marketing, up from 15% in fall 2009. In addition, 12% of respondents were using blogs as a social tactic, nearly double the figure from fall 2009. April 2011 704

The leading reason for using social media, according to the September 2010 edition of the survey, was to increase the exposure of the business, and American Express OPEN found that more small businesses were turning to social media for customer acquisition. By spring 2011, 44% were using social media to help their businesses, up from 39% in September 2010. They were focusing on the top social networking sites for those efforts. April 2011 705

The small businesses surveyed expressed a need for social media expertise. Asked what new hire would most help their business, 9% said a social media expert, making it the second most popular choice after bookkeeper. April 2011 706

For example, only 16% of email users constantly check email from a work/school computer and 22% check it daily. Rates are minimal for checking email via tablet, while 115 of email users check constantly from a mobile phone and 15% check daily. April 2011 707

Twenty-four percent of email users check email constantly from a home computer, and another 63% check email daily from a home computer. April 2011 708

According to a new report published by BuzzCity, global mobile advertising usage grew by over 38% during the first quarter of 2011. April 2011 709

SEMPO and Econsultancy estimate that the North American search engine marketing industry1 will grow by 16% in 2011 to a value of $19.3B, up from $16.6B in 2010. April 2011 710

Digital advertising, like the rest of the ad market, took a dip during the recession. But it has come back stronger than ever, with solid growth predicted each year through 2015. In 2011, eMarketer estimates, US online ad spending will reach $28.5 billion. April 2011 711

The chart below shows that a range of online channels are used for marketing, with email being the most frequently used, according to 80% of responding companies. Email marketing performs well as there are many metrics available to measure success, and marketers are able to demonstrate tangible ROI from the channel. April 2011 712

The biggest difference, however, occurs in rates of ad response. Internet radio users will respond to an internet ad close to 50% of the time, about twice the response rate of non-users. April 2011 713

The study also asked social media marketers what other types of marketing they were participating in. The top three included email marketing (81%), search engine optimization (68%) and event marketing (64%). April 2011 714

Social commerce will touch about 5% of all ecommerce sales in the US by 2015, while mobile commerce will drive almost 11%. In other words, about 16% of all retail ecommerce will come from mobile and social. April 2011 715

Mobile commerce sales are growing at breath-taking pace (82.8%) from 2010-2011. April 2011 716

Social commerce sales are expected to grow two fold in the US between 2011-12. April 2011 717

By 2015, eMarketer estimates about 80% of the US population will be online and more than half will have mobile web access, providing local marketers with an unmatched opportunity to influence potential customers before they even reach their storefronts. April 2011 718

In 2011, retail ecommerce will grow 13.7% on sales of $188 billion. Even though ecommerce growth is slowing due its maturation, several developments will propel it forward including mobile commerce, social commerce and daily deal sites. April 2011 719

In 2010, US retail ecommerce sales (excluding travel) rebounded from the recession, posting 14.8% growth, compared with only 1.6% growth in 2009. In 2011, online sales will reach $188 billion, but growth will drop to 13.7%, resuming a prerecession trend of slower growth that signals a maturing sales channel. April 2011 720

Online shopping has become a mainstream activity. Women shop online at an equal rate to men, and seniors and lower-income consumers are beginning to have a significant impact on ecommerce sales. April 2011 721

This year nearly 179 million consumers ages 14 and older will research products online. Some 83% of them will make an online purchase. April 2011 722

Still, online sales are expected to rise by over $100 billion from 2010 to 2015. Three major developments will spur this growth: mobile commerce, social commerce and daily deal sites. April 2011 723

This very high rate of constant email checking probably explains why non-smartphone users have a roughly 24% higher rate of daily email use (52% compared to 42%). March 2011 724

Social networking is among the fastest-growing US mobile categories by total audience, according to a recent report from comScore. Data from “The 2010 Mobile Year in Review” indicates social networking reached 57.9 million US mobile users in December 2010, up 56% from a little less than 40 million in December 2009. March 2011 725

Smartphone users are more likely than non-smartphone users to use other digital technologies, according to new findings from ExactTarget. For example, 45% of smartphone users check email constantly throughout the day, as compared to 28% of non-smartphone users. March 2011 726

Relative to the emerging markets of Asia Pacific and Latin America, Europe's typical digital user is marketing older, with more than have above the age of 35. February 2011 727

Of the more than 360 million online consumers in Europe, females represent a slightly larger percentage (48 percent) as compared to the worldwide average (46 percent). February 2011 728

Throughout Europe, the younger generation aged 15-34 is increasingly shifting its online activity to social networking (+32 percent) whereas the older population, above the age of 35, are experimenting with social networking but also embracing the comfort of traditional email (+6 percent). February 2011 729

By the end of 2010, social networking monthly penetration in Europe reached 84.4 percent of all European internet users, representing a 10.9 percent point gain - the highest of any global region. February 2011 730

In December 2010, European women spent 24.3 precent of their online time on social networking siles, up 5.6 percent from a year earlier. By contrast, men spent only 16.8 percent of their time on these sites, showing only a 3.1 percentage-point increase from 2009. February 2011 731

The profile of social networking users in Europe reveals an audience that generally skews younger, with 15-24 year olds representing 25.3 percent of users, followed closely by 25-34 year olds at 24.3 percent. February 2011 732

Between 2009 and 2010 in the UK and France, total display ad impressions grew by 47 and 64 percent, respectively. In Germany, that number more than doubled. February 2011 733

In December 2010, internet users in the UK, France and Germany received a total of 211.7 billion display advertisements, with users in the UK market receiving the most ads at 71.4 billion, followed closely by Germany with 71.1 billion. February 2011 734

Social networking publishers accounted for the largest share of display ads in the UK, where they served a total of 41.3 percent of all display ad impressions during the month. February 2011 735

2010 saw online coupon sites emerge as an important channel in driving consumer behaviour in Europe, generating a 5.7 increase in penetration. This growth is the highest seen in any region in 2010, bringing the reach of coupon sites in Europe to 9.6 percent of all internet users. February 2011 736

The total number of people using coupon sites in Europe in a month grew 162 percent to 34.9 million visitors in December 201 when compared to the prior year. February 2011 737

While all countries in the EU5 (France, Germany, Italy, Spain, UK) show similar rates of penetration for the video market on the web, averaging 83.7 percent, the levels of engagement of users in these markets differ. In December 2010, viewers from Germany, the UK and Spain spent more time watching online videos than those in the US, averaging 18.0, 17.0 and 16.2 hours, respectively. Viewers in France watched 12.2 hours of video and viewers in Italy watched the least with only 10.4 hours. February 2011 738

The most significant trend in 2010 for the European online video market was an increase in the average length of videos viewed, indicating a shifting preference to consuming fewer, longer videos. 2010 was the first year in which the number of online videos viewed decreased in the UK (down 6 percent), France (down 14 percent) February 2011 739

In Europe, two-thirds of times spent watching online video is accounted for by males, with the gender split for the web as a whole much closer to fifty-fifty. February 2011 740

As a percent of online video consumption, video ads continue to climb. At year end, 16% of videos viewed were ads--a significant increase vs. 12% just six months earlier. February 2011 741

In total, US ecommerce grew 10% to $142.5 billion, and the 2010 shopping season delivered the first ever billion dollar shopping day -- on Cyber Monday. Price incentives and deals such as coupons, free shipping, group buying, and daily deals of all sorts continue to grow in importance, and are likely to become a permanent part of the e-commerce fabric going forward, even as economic conditions improve. So yes, online sales are alive and kicking, but deals are a big part of it. February 2011 742

Total usage of web-based email dropped 9% in 2010 with more precipitous declines occurring among younger age groups, particularly teenagers. It’s clear that communication is shifting not only to other platforms, but to other devices. February 2011 743

An all time high of 4.9 trillion display impressions were served in 2010, up 23% from last year. More than 1 in 3 was served from a social networking site. Big brands are starting to think bigger in digital—the number of brands that served over a billion impressions was up 30%, from 80 to 104. February 2011 744

There’s little question that web users understand a tradeoff is necessary to receive free content. The vast majority accept that they’ll have to view ads in exchange; according to a January 2011 survey from Krux Digital, 87% believe such a tradeoff is reasonable. But as marketers know, opinions become less favorable when those ads are targeted. February 2011 745

While 57% of internet users surveyed said it was OK for websites to serve targeted ads based on their activity on that website, less than half as many had positive attitudes toward tracking that followed them from site to site. Targeting using offline data was even more unpopular. February 2011 746

And many users were ready to take action to prevent tracking they did not like. Overall, 52% of respondents took some measure to stop sites or marketers from tracking them. The most common tool was opt-out lists, followed by browser options that provide privacy. February 2011 747

Internet users seem eager for the type of solution advocated by proponents of a do-not-track registry: 86% said they would use a centralized tool that managed tracking and targeting around the web. Three-quarters would use such a tool if it was offered by their favorite sites. And four in five respondents would have more positive attitudes toward sites that offered the option. February 2011 748

STRATA, a software company for media buying and selling, polled agencies about their clients’ preferences in Q4 2010. Spot TV is still the top advertising medium, with 44% of respondents saying it was the area where their clients were most focused. Internet and digital came in with 21%. February 2011 749

Clients are still turning to traditional advertising methods, but they are open to incorporating social media and digital and interactive tactics. Sixty-one percent of advertising agency respondents said they used social media as an online marketing tactic in Q4, and 78.9% reported using Facebook as a part of client campaigns. February 2011 750

While 24% of respondents reported there were no major obstacles in the way of increasing clients’ digital and interactive ad spending, a majority of agencies feel there are still challenges to be overcome. Lack of channel effectiveness was the greatest obstacle, with 26% of agencies choosing it as the primary problem. Another 23% cited lack of advertiser demand. February 2011 751

Nine in 10 (91%) US email users have subscribed to a company’s email and later decided they don’t want to receive it, according to [pdf] a new report from Exact Target and CoTweet. Data from “The Social Break-up” also indicates 18% of email users say they never open email from companies, and 77% of all US online consumers say they have become more cautious in the past year about giving their email addresses to companie February 2011 752

Despite the above statistics, email use in general remains extremely popular with US online consumers. A full 95% use email, and 93% subscribe to at least one permission-based email per day. Forty-two percent of those subscribers say they are more likely to buy a company’s products once they have signed up for its permission-based email. February 2011 753

Study data indicates that when online consumers are no longer interested in a company’s permission-based emails, they get right to the point. Two-thirds (67%) simply unsubscribe. Another 17% delete the emails when they arrive, and 8% click a spam or junk button. More passively, 6% simply do nothing. Two percent take the action of setting up a filter. February 2011 754

The most common complaint given by consumers as a reason they unsubscribe from a company’s permission-based emails is that they come too frequently (54%). Another 49% (more than one answer permitted to this question) cite the content becoming boring or repetitive over time. Receiving too many emails closely follows, being cited by 47% of respondents. February 2011 755

Four in 10 global marketers (43%) use email segmentation to personalize messages by audience, according to a recent survey from Alterian. Another 44% are still employing email blasts of some kind, although 26% use basic personalization and 18% blast out on a mass basis. This means only a small portion (13%) deliver emails based on preferences at the individual customer level, monitored in real-time. February 2011 756

This trend can only continue as more kids are being introduced to Internet and mobile technology at an early age. YouthBeat’s survey found that 19% of kids (aged 6-10) have a mobile phone. February 2011 757

As this chart shows, only 7% of the 2300 social media marketers responding to our last study thought social media was producing ROI and, as a result, were willing to budget liberally. While 49% thought it was a promising tactic that will eventually produce ROI, nearly the same numbers (44%) are much more skeptical and unwilling to invest more. February 2011 758

As social media becomes more prevalent and valuable, the perception of it is changing. More companies view it as important, with 86% reporting social media technologies to be somewhat or very important to their business and marketing strategies in 2010, up from 79% in 2009. And growth is even stronger among those who consider it “very important.” February 2011 759

Marketers say they are still struggling to understand social media. According to Alterian’s poll, one-third (33%) said they have little or no understanding of what conversations are about their brand, while 40% said they’re using a mish-mash of ad hoc tools to track and measure them. February 2011 760

The survey revealed the majority of marketers (80%) are aware their lack of understanding and disjointed measurement of social media is putting their brands at risk. February 2011 761

The top online retailers sent each of their subscribers three promotional emails on average during the week ending Jan. 28, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s up 3% from a little more than 2.8 week-over-week, down 6% from 3.1 four weeks ago, and up 18% from a little more than 2.4 year-over-year. January 2011 762

The top online retailers sent each of their subscribers three promotional emails on average during the week ending Jan. 28, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s up 3% from a little more than 2.8 week-over-week, down 6% from 3.1 four weeks ago, and up 18% from a little more than 2.4 year-over-year. January 2011 763

Mentions of the Valentine’s Day holiday (February 14, 2011) took a dramatic upswing during the month, rising from about 5% of promotional emails the week ending January 7 to close to 20% the week ending January 28. The Retail Email Blog forecasts continued domination by Valentine’s Day for the next two weeks. January 2011 764

Four in 10 global marketers (43%) use email segmentation to personalize messages by audience, according to a new survey from Alterian. Another 44% are still employing email blasts of some kind, although 26% use basic personalization and 18% blast out on a mass basis. This means only a small portion (13%) deliver emails based on preferences at the individual customer level, monitored in real-time. January 2011 765

Ad-ology’s “2011 Small Business Marketing Forecast” showed small businesses are interested in using more online video—45% of business owners said they would do more with online video in the coming year. At the same time, 22% said they were frustrated with trying to understand online advertising. Before too much time and money are wasted on videos, marketers should keep in mind the following research on video viewership. January 2011 766

Still, video grabs more attention than text on a webpage. In the same survey, 59% of executives said they would watch a video first, even if video and text appeared on the same page. January 2011 767

Globally, total minutes spent on web-based email (note this does not include PC web applications such as Outlook) was down 2 percent in November 2010 versus November 2009, with time spent in the Asia-Pacific region showing even more dramatic decline dropping 10 percent. Within the region, markets showed varying levels of engagement trends. The largest decline in time spent was seen in Malaysia (down 22 percent), India (down 19 percent) and South Korea (down 15 percent). Taiwan, Hong Kong and New Zealand on the other hand actually showed increases in overall minutes spent in the category. January 2011 768

More than two-thirds of B2B marketers already used social media marketing as of December 2010, where the main focus of marketing efforts was brand building. Despite customer acquisition being B2B’s top goal for the year, less than half of respondents were using social media for lead generation. January 2011 769

Daily usage of email, however, showed an even greater increase, growing 40% as “43.5 million users turned to their mobile devices on a nearly daily basis for their email communication needs.” January 2011 770

In an Alterian survey of marketing professionals, nearly three-quarters said they or their clients tried to create personalized customer experiences through email, the top channel for doing so. Direct mail, website and social media fell far behind but nearly even with each other in the 53% to 59% range. January 2011 771

Lead generation was the top benefit reported, selected by 57.2% of small-business owners. Ad-ology also found 54% of small-business owners highlighted monitoring what is being said about their businesses. Improving customer experience was another reported benefit of social media. January 2011 772

In a separate survey, Manta, an online community for promoting and connecting small businesses, found that 42% of small-business owners consider social media useful in connecting with consumers. Twenty-three percent of those same small-business owners also reported that they plan to make advertising and marketing their No. 1 priority expenditure for 2011, while 24% plan to prioritize new business development. January 2011 773

Digital coupons saved US consumers a total of $32.2 million during the November-December 2010 holiday shopping season, according to data from coupon aggregator In November 2010, consumers saved $15.1 million with an average 27% discount. The next month, consumers saved $17.1 million with an average 26.8% discount. January 2011 774

Digital coupon traffic, as measured by traffic to the site, grew more than 25% year-over-year in both November and December 2010. During November 2010, digital coupon traffic rose 27.2% year-over-year, from 16.9 million to 21.5 million visits. And during December 2010, digital coupon traffic grew 26.3% year-over-year, from 19.3 million to 24.4 million visits. January 2011 775

Digital coupon sales for the 2010 holiday period reached a combined $119 million. This includes November 2010 sales of $56 million, up 27% year-over-year from $43.8 million, as well as December 2010 sales of $63 million, up 26% year-over-year from $50.2 million. January 2011 776

Consumers Share 94K Digital Coupons: Digital coupon traffic, as measured by traffic to the site, grew more than 25% year-over-year in both November and December 2010. During November 2010, digital coupon traffic rose 27.2% year-over-year, from 16.9 million to 21.5 million visits. And during December 2010, digital coupon traffic grew 26.3% year-over-year, from 19.3 million to 24.4 millThe holidays brought out a sharing mood among consumers in 2010, according to, as consumers shared a total of about 94,000 digital coupons. This figure includes almost 41,000 in November and about 53,000 in December.on visits. January 2011 777

November 2010 had more available online and printable coupons than December 2010. In November, there were about 622,000 online coupons for a little less than 82,000 retailers and about 48,000 printable coupons for 52,000 stores. Meanwhile, in December 2010, there were a little less than 621,000 online coupons for about 82,000 retailers and about 39,000 printable coupons for 52,000 stores. January 2011 778

In addition to being more active in groups, Pew data also indicates internet users are more likely to join groups. The survey shows that 75% of all American adults are active in some kind of voluntary group or organization, with 80% of internet users and 56% of non-internet users participating in groups, And social media users are even more likely to be active: 82% of social network users January 2011 779

While overall spending on jewelry had increased dramatically earlier this year, by 18% in March and 17% in April, the category struggled with increases below 6% for the last four consecutive months, and no increase at all in September. January 2011 780

2010 has been a year of consolidation for online marketers, and the economic downturn has led to brands focusing on ROI and efficiencies more than ever before. Growth in Paid search revenues have been complemented with growth in the display market in H1 2010 of 6.4% January 2011 781

Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013 January 2011 782

Two thirds of B2B marketers believe that online must be complemented by traditional marketing activities. Online is expected to account for 12% of the B2B marketing mix by 2013. January 2011 783

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