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MARKETING NEWS FLASH |

FACTS & STATS

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

(October 2013)
1

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.

(March 2013) 2

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

(March 2013)
3

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.

(March 2013) 4

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)
5

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.

(March 2013) 6

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)
7

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.

(February 2013) 8

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)
9

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.

(February 2013) 10

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)
11

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.

 
(February 2013) 12

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)
13

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.

(February 2013) 14

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)
15

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.

(January 2013) 16

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)
17

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.

(September 2012) 18

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)
19

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.

(September 2012) 20
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CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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