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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. (February 2012) 1Indeed, 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) 2Data 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%). (February 2012) 3A 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) 4Specifically, 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. (January 2012) 5According 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) 6Data 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. (January 2012) 7Additional 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) 897% of the respondents believe social media marketing benefits their business, and three-quarters intend to increase their spending this year. (January 2012) 9The 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) 10 |
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%). (January 2012) 11Among 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) 12A 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. (January 2012) 13According 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) 14Emails 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. (January 2012) 15Among 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) 1686% 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 registration (January 2012) 1788% 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) 1890% 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 2010 (January 2012) 19The 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) 20 |
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