Marketing ROI?

>ifbyphone HALF THE MONEY I SPEND ON ADVERTISING IS WASTED. „.THE TROUBLE IS, I DON'T KNOW WHICH HALF. -MARKETING PIONEER JOHN WANAMAKER Do you know which advertising channel is most effective for you? Most marketers don't. Investment in online has increased due to an improved ability to track success, yet offline channels will continue to dominate spend for the foreseeable future. Ifbyphone, the leader in voice-based marketing automation, has gathered the key stats to help you overcome this challenge and others as you begin to plan for 2012. U.S. MAJOR MEDIA AD SPENDING EVALUATING MARKETING ROI: WHICH METRICS ARE MOST EFFECTIVE? BY MEDIA | 2011-2015 $70 Closing percentage $60 52% 40% 8% $50 Cost-per-acquisition 51% 42% $40 Cost-per-lead 45% 45% 10% $30 Average deal size 40% 47% 13% $20 Time to close 35% 48% 17% $10 VERY EFFECTIVE SOMEWHAT EFFECTIVE NOT EFFECTIVE $0 2011 2012 2013 2014 2015 A Source: Marketing Sherpa B2B Marketing Benchmark Survey TV NEWSPAPERS DIRECTORIES ISSUES DRIVING DEVELOPMENT OF MARKETING MEASUREMENT & ACCOUNTABILITY PROGRAMS (% OF RESPONDENTS) INTERNET RADIO lOUTDOOR A Source: eMarketer MAGAZINES CALL TRACKING: A MISSING METRIC Make marketing more strategic/impactful within the organization 71% 63% 43% 10% Senior executives demand some justification for the money we're spending 56% 23% of all search- related conversions increase in click- through rates for pay-per-click ads with a phone Improve marketing team accountability 35% happen over the phone 33% number Increased competitive 27% pressures 28% 35% 65% Financial pressures 25% 30% Changes in consumer behavior 17% increase in % of search clicks that resulted in phone calls (from Q4 2009-Q1 2010) of businesses consider phone calls their highest quality lead 28% Need to improve business planning 15% 28% source Need to guide product development 8% 25% A Sources: Adlnsight, WebVisible, BlIA/Kelsey & ConStat Commerce Monitor Wave XIII Need to improve advertising agency relationship & effectiveness 6% 13% WHAT WEB ANALYTICS TOOLS DO MARKETERS USE? BUDGET > $1 MILLION BUDGET < $1 MILLION A Source: Forbes Insights, July 2010 1% 1% 3% UNDERSTANDING SOCIAL MEDIA & YOUR BRAND MARKETING GOOGLE ANALYTICS 17% OMNITURE COREMETRICS of marketers are not reporting regularly to management regarding the social media conversations happening around their brand. 44% 70% WEBTRENDS 34% FIRECLICK OTHER A Source: Istobe.com A Source: Alterian, 8th Annual Survey AVERAGE ROI PER $1 IN AD SPENDING BY MEDIA | 2010 | 2014 (PROJECTED) DIRECT MAIL TELEMARKETING INTERNET (NON-EMAIL) COMMERCIAL EMAIL NEWSPAPER MAGAZINE RADIO INSERT MEDIA $10 $20 $30 $40 $50 A Source: Direct Marketing ASsociation (DMA) » TO LEARN MORE, VISIT IFBYPHONE.COM. Annual spend, in billions