2014 Digital Marketing Landscape Study: The Power of Digital Experiences

2014 Digital Marketing Landscape: The Power of Digital Experiences

Benchmark Study Results

Sponsored by:

Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.

!

Today’s Agenda

§  Background

§  Findings

§  Conclusions

§  Next Steps

§  Q & A


#DigitalMarketing

Today’s Presenters:


#DigitalMarketing


Jerry Rackley Chief Analyst

Demand Metric

Jessica Collier Marketing Communications Director

ion interactive

Study Sponsor


#DigitalMarketing

Turning click throughs into breakthroughs…

ion provides software and services that allow marketers to create highly sophisticated,

powerfully creative & interactive marketing micro apps — that can be created and tested with

zero code.

Landing pages? Of course.

What else? Microsites, multi-step forms, conversion paths, marketing apps, responsive & mobile

& more!

For more information, visit: www.ioninteractive.com!


!

#DigitalMarketing


The great digital migration of marketing The biggest challenges for marketers in this transformation to digital arise from:

#DigitalMarketing

§  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

Customer

experience as the

core of marketing


#DigitalMarketing

Why is customer experience becoming the

heart of modern marketing?


#DigitalMarketing

1.  Great experience = great brand

2.  Everything in the customer experience is now a part of marketing

Study Background


#DigitalMarketing

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?


#DigitalMarketing


Survey

§  Demand Metric & Ascend2 communities invited to participate

§  600+ complete & partial responses

§  Data analysis using SPSS

§  Only statistically significant findings reported

#DigitalMarketing

Categorization Data


Type §  B2B: 60% §  B2C: 17% §  Both: 16% §  Agency: 7%

Role §  President/CEO: 24% §  Marketing: 62% §  Sales: 3% §  IT: 2% §  Finance: 1% §  Other: 8%

Annual Sales §  $10 million or less: 48% §  $11 to $25 million: 12% §  $26 to $100 million: 13% §  $101 to $500 million: 13% §  $501 to $1 billion: 4% §  Over $1 billion: 10%

#DigitalMarketing

Study Findings


#DigitalMarketing


Digital Marketing Context

Digital Marketing is a means to an end, and that is increasingly

becoming a memorable experience. #DigitalMarketing

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

#DigitalMarketing

Budget Allocation for “Digital” Marketing


None, 4%

1 to 15%, 28%

16 to 30%, 18%

31 to 45%, 12%

46 to 60%, 8%

61 to 85%, 10%

More than 85%, 14%

Don't know, 6%

#DigitalMarketing

Digital Experience Creation Priority


3%

8%

30%

35%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Very low Low Moderate High Very high

Digital Experience Priority & Revenue Growth


27%

8% 6%

27% 20%

18%

48%

72% 76%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Low Moderate High

Declining

Flat

Growing

Platforms for Digital Experiences


4%

46%

54%

58%

61%

94%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Android tablets

Android phone

iOS tablets

iOS phones

Browsers


Sophistication of Digital Experiences Very basic, 10%

Basic, 26%

Mid-range, 42%

Advanced, 15%

Very advanced, 7%

#DigitalMarketing


Sophistication & Brand Perception Influence

20% 9%

50%

81% 91%

0%

20%

40%

60%

80%

100%

Basic Mid-range Advanced

Negative or none

Favorable

#DigitalMarketing


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

#DigitalMarketing

Sophistication & Revenue Growth


12% 8% 6%

26% 18%

11%

62%

74% 83%

0%

20%

40%

60%

80%

100%

Basic Mid-range Advanced

Declining

Flat

Growing

Current Digital Marketing Approaches


20% 26% 26% 28% 29%

38% 41%

45% 45% 47%

53% 75%

97%

0% 20% 40% 60% 80% 100% 120%

Native mobile-optimized Multi-step forms

App-like experiences Conversion paths

Geolocation Interactive content

Microsites Responsive design

Surveys, polls and quizzes Personalization

Content targeting Campaign-specific landing pages

Website

Satisfaction with Digital Experience Benefits


Very dissatisfied, 3%

Dissatisfied, 10%

Neutral, 36% Satisfied, 44%

Very satisfied, 7%

#DigitalMarketing


Approaches – Best Predictors of Satisfaction:

ü  Content targeting

ü  Conversion paths

ü  Responsive design

#DigitalMarketing


Approaches – Best Drivers of Brand Perception:

ü  Responsive design

ü  Content targeting

#DigitalMarketing


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

Benefits of Digital Experience Creation


11%

23%

31%

34%

47%

49%

64%

74%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Shorter sales cycle

Better conversion: qualified to sale

More sales

Better conversion: lead to qualified

Better leads

More leads

Growing brand awareness

Visits, page views, Likes or follows


Digital Experience Creation Challenges

16%

25%

33%

36%

41%

46%

56%

57%

0% 10% 20% 30% 40% 50% 60%

Control over development

Availability of tools or technologies

Finding reliable vendors & partners

Agility in digital experience creation

Availability of skills

Cost

Rapid evolution of technology

Development effort

Digital Experience Development Resources


89%

50%

21%

95%

39% 46%

95%

36%

74%

0%

20%

40%

60%

80%

100%

In-house staff Outsourced/freelance Agency

Small

Medium

Large


Digital Experience Impact Metrics

35%

36%

39%

43%

49%

62%

74%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Conversion: leads to qualified

ROI

Conversion: qualified to sales

Sales

Conversion: visits to leads

Leads captured

Impressions or visits


Ideal Dashboard

ü  Traffic

ü  Financial ü  Engagement

#DigitalMarketing

Conclusions


#DigitalMarketing

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.


#DigitalMarketing

We need to step up our digital marketing

game – now what?


#DigitalMarketing


#DigitalMarketing

“A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”

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


#DigitalMarketing

7 ways to elevate your digital experiences


Iron Mountain

#DigitalMarketing

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

Learn more:


ioninteractive.com

[email protected] #DigitalMarketing

Q & A


#DigitalMarketing

For more information, visit us at:

www.demandmetric.com

Demand Metric Research Corporation #300 - 1275 West 6th Avenue, Vancouver, BC CANADA, V6H 1A6



Date post:	17-Oct-2014
Category:	Business
View:	3,218 times
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2014 Digital Marketing Landscape Study: The Power of Digital Experiences

Business