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Alterian’s 8 th Annual Survey Results Review Industry Trends #AlterianSurvey
Alterian’s 8th Annual Survey Results Review
Industry Trends
#AlterianSurvey
Methodology – Data Collection
The survey was conducted from October 9, 2010 to December 17, 2010,
both online and offline.
• Offline: Alterian gathered survey responses at the following industry events:
– DMA 2010 Annual Conference, October 9-14, San Francisco, CA
– JUMP 2010, October 13, London, UK
– PRSA International 2010, October 16-19, Washington DC
– AMDIA 2010, November 2-3, Buenos Aires, Argentina
– WOMMA 2010, November 17-19, Las Vegas, NV
– Marcus Evans’ Social Media Marketing Conference 2010, November 18-19, Mumbai,
India
• Online: Alterian collected survey responses via an electronic submission form
on a dedicated landing page on the Alterian website. The survey was promoted
through email communication, social media interaction and social media
workshops.
Methodology – Respondents by Segment
Survey respondents totaled 1,462 professionals
Methodology – Respondents by Region
Areas of Exploration
• Lay of the Land – Current practices
• Market Shifts – Anticipated spend in 2011
• Where the Opportunity Lies – What is needed to better
engage
• Key Challenges – Management and utilization obstacles
Lay of The Land
Lay of the Land: Current Practices
The majority are missing the mark on website – mass marketing strategy is
still the norm over personalization.
Lay of the Land: Current Practices
About one-third of MSPs and Marketers are utilizing their websites primarily
as a corporate brochure, with agency’s significantly less likely to do so.
Lay of the Land: Current Practices
Email blasts are still prevalent, but email personalization (i.e. segmenting
audiences) is further along than website customization overall
Lay of the Land: Current Practices
Marketers are more likely than MSPs or Agency’s to blast on a mass basis.
Lay of the Land: Current Practices
When asked about a personalized customer experience in multiple channels,
again, it is clear email is at the front of the pack. The trend is important, but
the majority need help seeing the value in executing this strategy across
multiple channels.
Lay of the Land: Current Practices
Agencies are clearly ahead of the pack in their utilization of social media,
while Marketers lag Agencies and MSPs everywhere else.
Market Shifts
Market Shifts: Anticipated Spend
Based on projections, over half anticipate an increase in marketing
expenditure over the next year. Economic improvement is no doubt
contributing to increased marketing budgets.
Market Shifts: Anticipated Spend
• Marketers are more likely than others to say they plan to maintain
overall marketing expenditure over the next 12 months.
• Agencies are more likely than Marketers to say expected marketing
expenditure will greatly increase (25%+) over the next 12 months.
Market Shifts: Anticipated Spend
• Respondents in Europe were more likely to say they expect to maintain
or slightly decrease marketing expenditure over the next 12 months.
Market Shifts: Anticipated Spend
Almost 3 in 4 project increased social/digital media expenditure increases,
with nearly one fourth anticipating a 25%+ increase. This indicates that the
industry is embracing these functions and that social/digital marketing is a
key driver of general marketing growth in 2011.
Market Shifts: Anticipated Spend
• MSPs are more likely than others to say they plan to maintain overall social/digital
media expenditure over the next 12 months. They are less likely than others to
say they plan to slightly increase (5-25%) social/digital media expenditure in the
next year.
• Agencies are more likely than others to say expected social/digital media
expenditure will greatly increase (25%+) in the next 12 months.
Where the Opportunity Lies
Where the Opportunity Lies
The majority want to improve their understanding about the social media
conversations happening around their brands or their clients’ brands. Although only
a small percentage are doing nothing, most need some direction on how to utilize
this information in an effective way.
Where the Opportunity Lies
Agencies are more likely than others to say they report regularly to
management on the social media conversations happening around client
brands.
Where the Opportunity Lies
Over three fourths feel their brand is at risk to some degree of not being as
engaged with customers as it should be. It is clear that guidance, the right tools
and a clear, strategic plan are needed to move toward full customer engagement.
Where the Opportunity Lies
European respondents are significantly more likely than others to say that overall
their (or client’s) brand is somewhat at risk from not being as engaged with
customers as it should be, and less likely to say it is at risk with major concerns.
Key Challenges
Key Challenges
When it comes to friction between IT and marketing, about 2/3 are not in sync for
varied reasons. The majority of marketing professionals are in need of a solution to
mitigate these issues with IT so that both can perform their jobs more effectively.
Key Challenges
Only about a third have a system in place to tie efforts back to future campaigns
efforts. Having a system in place is key to understanding the value of what is
currently being done as well as to realign strategy.
Key Challenges
Agencies are more likely than others to say everything they do is measured and
analyzed to drive future campaign strategy for clients. Correspondingly, they are
less likely to say they struggle to tie analysis back to campaign strategy.
What’s it all Mean?
• Stop & Evaluate
• Customer Needs
• Plan
• Measure
Q&A
Russ Taufa
Account Manager, Market Research
http://twitter.com/faburuss
Donnell Wright
Sr. Director, Global Research & Insights
http://twitter.com/dwrightsi
Download the full results of Alterian’s 8th Annual
Survey at www.alterian.com/annualsurvey
