Contenu connexe Similaire à 2014 Digital Marketing Landscape Study: The Power of Digital Experiences (20) Plus de ion interactive (20) 2014 Digital Marketing Landscape Study: The Power of Digital Experiences1. 2014 Digital Marketing Landscape:
The Power of Digital Experiences
Benchmark Study Results
Sponsored by:
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6. !
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7. The great digital migration of marketing
The biggest challenges for marketers in this transformation to digital arise from:
§
Explosion of digital touch points
§
Speed at which digital interactions are triggered & evolve
§
Rising expectations of customers
§
Virtual proximity of “competitors” & influence of social media
§
Shift in information asymmetry from sellers to buyers
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9. Why is customer experience becoming the
heart of modern marketing?
1. Great experience = great brand
2. Everything in the customer experience is now a part of marketing
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11. Research Questions:
“What is the current digital marketing landscape?”
§
Budget allocation and priority?
§
Platforms & degree of sophistication of digital experiences?
§
Scope of digital marketing approaches – current and future?
§
Benefits & challenges?
§
Measurements?
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12. Survey
§
Demand Metric & Ascend2 communities invited to participate
§
600+ complete & partial responses
§
Data analysis using SPSS
§
Only statistically significant findings reported
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13. Categorization Data
Type
Role
§ B2B:
§ President/CEO:
60%
§ B2C:
17%
§ Both:
16%
§ Agency: 7%
§ Marketing:
§ Sales:
§ IT:
§ Finance:
§ Other:
Annual Sales
24%
62%
3%
2%
1%
8%
§ $10 million or less:
§ $11 to $25 million:
§ $26 to $100 million:
§ $101 to $500 million:
§ $501 to $1 billion:
§ Over $1 billion:
48%
12%
13%
13%
4%
10%
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15. Digital Marketing Context
Digital Marketing is a means to an end, and that is increasingly
becoming a memorable experience.
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16. Digital Marketing Context
Digital experiences are digital environments, typically associated with a
post-click experience, that meaningfully and warmly embrace visitors:
ü Created using a variety of technologies & approaches
ü Influential
ü Create engagement
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17. Budget Allocation for “Digital” Marketing
Don't know, 6%
More than
85%, 14%
61 to 85%,
10%
46 to 60%,
8%
31 to 45%,
12%
None, 4%
1 to 15%, 28%
16 to 30%,
18%
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18. Digital Experience Creation Priority
40%
35%
35%
30%
30%
24%
25%
20%
15%
8%
10%
5%
3%
0%
Very low
Low
Moderate
High
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Very high
19. Digital Experience Priority & Revenue Growth
80%
76%
70%
72%
60%
50%
48%
Declining
40%
30%
20%
Flat
27%
27%
10%
Growing
20%
18%
8%
6%
0%
Low
Moderate
High
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20. Platforms for Digital Experiences
94%
Browsers
61%
iOS phones
iOS tablets
58%
Android phone
54%
46%
Android tablets
Other
4%
0%
10%
20%
30%
40%
50%
60%
70%
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80%
90%
100%
21. Sophistication of Digital Experiences
Very advanced,
7%
Very basic, 10%
Advanced, 15%
Basic, 26%
Mid-range, 42%
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22. Sophistication & Brand Perception Influence
100%
81%
91%
80%
60%
50%
Negative or none
Favorable
40%
20%
20%
9%
0%
Basic
Mid-range
Advanced
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#DigitalMarketing
23. Sophistication Insights
ü Basic levels of sophistication provide few advantages
ü
Mid-to-High levels provide significant advantages
ü There is a point of diminishing returns
ü Sophistication is a moving target
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24. Sophistication & Revenue Growth
100%
74%
80%
83%
62%
60%
Declining
Flat
40%
Growing
26%
18%
20%
0%
12%
Basic
8%
11%
6%
Mid-range
Advanced
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25. Current Digital Marketing Approaches
Website
Campaign-specific landing pages
Content targeting
Personalization
Surveys, polls and quizzes
Responsive design
Microsites
Interactive content
Geolocation
Conversion paths
App-like experiences
Multi-step forms
Native mobile-optimized
97%
75%
53%
47%
45%
45%
41%
38%
29%
28%
26%
26%
20%
0%
20%
40%
60%
80%
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100%
120%
26. Satisfaction with Digital Experience Benefits
Very satisfied, 7%
Satisfied, 44%
Very dissatisfied,
3%
Dissatisfied, 10%
Neutral, 36%
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27. Approaches – Best Predictors of Satisfaction:
ü Content targeting
ü Conversion paths
ü Responsive design
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28. Approaches – Best Drivers of Brand Perception:
ü Responsive design
ü Content targeting
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29. Planned Digital Marketing Approaches
ü Content targeting:
+12%
ü Conversion paths:
+12%
ü Microsites:
+11%
ü Personalization:
+10%
ü Responsive design:
+ 9%
ü Website:
-16%
#DigitalMarketing
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30. Benefits of Digital Experience Creation
74%
Visits, page views, Likes or follows
64%
Growing brand awareness
More leads
49%
47%
Better leads
Better conversion: lead to qualified
34%
31%
More sales
Better conversion: qualified to sale
23%
11%
Shorter sales cycle
0%
10%
20%
30%
40%
50%
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60%
70%
80%
31. Digital Experience Creation Challenges
57%
Development effort
56%
Rapid evolution of technology
Cost
46%
41%
Availability of skills
Agility in digital experience creation
36%
33%
Finding reliable vendors & partners
Availability of tools or technologies
25%
16%
Control over development
0%
10%
20%
30%
40%
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50%
60%
32. Digital Experience Development Resources
100%
89%
95% 95%
74%
80%
60%
50%
46%
Medium
39% 36%
40%
Large
21%
20%
0%
In-house staff
Outsourced/freelance
Small
Agency
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33. Digital Experience Impact Metrics
74%
Impressions or visits
62%
Leads captured
49%
Conversion: visits to leads
43%
Sales
Conversion: qualified to sales
39%
36%
ROI
Conversion: leads to qualified
35%
0%
10%
20%
30%
40%
50%
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60%
70%
80%
34. Ideal Dashboard
ü Traffic
ü Financial
ü Engagement
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36. Digital Marketing Bottom Line:
ü Don’t let tools/technology drive your efforts.
ü Lean towards more sophistication.
ü Metrics are important, but don’t let them keep you from
experimentation.
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37. We need to step up our digital marketing
game – now what?
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38. “A great digital experience is no
longer a nice-to-have; it’s a makeor-break point for your business as
we more fully enter the digital age.”
#DigitalMarketing
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39. 7 ways to elevate your digital experiences
1.
Impress instantly (make first impressions that “wow”)
2. Engage deeply (break out of the landing page box)
3. Experiment boldly
4. Empower marketing
5. Target precisely (deliver the right content)
6. Boost the performance of existing marketing software
7. Connect everywhere
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#DigitalMarketing
40. Iron Mountain
ü Better customer experiences = bigger results
ü Conversion/decision paths,
content targeting & mobile-optimized design
ü 82% increase in engagement
ü 40% increase in lead form conversions
ü 219% yoy increase in sales form conversions
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43. For more information, visit us at:
www.demandmetric.com
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