The Road to Modern Marketing

eloqua THE ROAD TO MODERN MARKETING From the first town cryer to brands that can reach millions with a single tweet, marketing's goal has always been to reach and persuade. To accomplish this, marketers turn to art and science. Often they had to rely on a "gut feeling." As technology advanced, so did the tactics and the data. There's long been a natural tension between the art and science of marketing. Are we getting close to a perfect balance? B2B ORGANIZATIONS KEY SCIENCE ART 32% vs 82% USE PRINT / RADIO / TV ADS UNDERSTANDING . USE CONTENT CUSTOMER'S MARKETING PREFERENCES BASED ON EXPERIENCE : PRESS RELEASES A PRACTICED PITCH AND DEMO SUPPLY / DEMAND .: RESEARCH TO DETERMINE SCARCITY : LEAFLETS AND BROCHURES : NEWSPAPER AND MAGAZINE ADS CIRCULATION . FIGURES DEMOGRAPHICS ..-- THE DOOR-TO-DOOR SALESMAN THE PRINT AD PRO "VIRTUAL SPECIALISTS HAVE REDUCED TRAVEL COSTS BY 50%. CATCHY JINGLES PRODUCT .- PLACEMENT SLOGANS AND REPEATED COMMERCIALS ROI FROM TELEVISION CAMPAIGNS NIELSEN 3 5 YEARS AGO RATINGS $$$$$$$$$$ 3 22% TODAY 39% OF B2B MARKETING BUDGETS IS SPENT ON TRADE SHOWS FOCUS : GROUPS THE RADIO/TV PITCHMAN : TRADE SHOWS & NETWORKING : ANALYST RESEARCH 51% OF B2B MARKETERS CURRENTLY SPEND 10% OR LESS OF THEIR BUDGET ON SEARCH H THL HH 4 . ATTENDE COUNT : BIG BATCH EMAILS AND MAILINGS OPEN-RATES AND : MOBILE ADS --------- SURVEYS CLICKTHROUGHS AND APPS UNIQUE VISITOR AND PAGE VIEWS THE DIRECT MARKETER DATABASE ...... MARKETING 6.4 WEBSITES AND THE DIGITAL MARKETER CLOUD-BASED CRM SALES REACHED $3.9 BILLION. IT'S PROJECTED TO REACH i SEARCH ENGINE E-NEWSLETTERS MARKETING AND ONLINE DISPLAY ADS NEARLY $6.4 BILLION IN 2015 MULTI-PLATFORM ... CAMPAIGNS --* ANALYZING BUYERS DIGITAL BEHAVIOR 75% : ENGAGEMENT AND CAMPAIGN PERFORMACE FOCUS ON THOUGHT LEADERSHIP THROUGH CONTENT AGREE SOCIAL MEDIA IS CHANGING HOW THEY DEVELOP MARKETING BUSINESS .*** INTELLIGENCE STRATEGY AND PLANS CUSTOMIZED USER ... EXPERIENCES -......... MARKETING AUTOMATION 20% PENETRATION - . SOCIAL MEDIA OF ANTICIPATED 50% MARKETING AUTOMATION 20% SOFTWARE DEMAND --.-........- ONLINE AND LIVE EVENTS SOURCES. SCIENCE DAILY, MCKINSEY, HIVEFIRE GROWING TO. APPROXIMATELY 50% BY 2015 B2BMARKETING.NET, CIRCLE RESEARCH, CEIR, WILDFIRE, FORBES, THE MODERN MARKETER SIRIUS DECISIONS GRAPHIC BY JESS3 MODERN MARKETERS NEED TO STRIKE A BALANCE BETWEEN THEIR ART AND THEIR SCIENCE, COMBINING TRIED AND TRUE |#EE12 TACTICS FOR COMMUNICATING AND AN ANALYTICAL LAYER TO UNDERSTAND WHAT RESONATES. JOIN US AT THE ELOQUA EXPERIENCE, NOV. 6-8 TO LEARN HOW MARKETERS FROM AROUND THE GLOBE ARE BRIDGING CREATIVITY AND DATA.