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How Marketing Executives are Adapting to Online Tools

HOW MARKETING EXECUTIVES ARE ADAPTING TO ONLINE TOOLS HOME PAGES AND EMAIL REMAIN ON TOP Despite the growing collection of Internet marketing tools available, company home pages and email marketing remain the two most utilized by marketing executives. TOOLS MARKETING EXECUTIVES USE MOST OFTEN TO ENGAGE WITH CUSTOMERS Percent using this most often Percent planning to use most often in the next 2 - 4 years COMPANY HOME PAGE MOBILE/SMS 78%| 28% 13% 22% EMAIL COMMUNICATION COMPANY ONLINE STORE 60% 24% 12% 19% SOCIAL MEDIA SITES MOBILE APPLICATIONS f 39%| 47%I 11% I 48% APP NATURAL SEARCH INTERACTIVE VOICE RECORDING 20% 17% 5% 7% PAID SEARCH WORDS THIRD PARTY ONLINE STORE 18% 17% 5% | 8% PAID BANNER ADS 17% 9% AD The largest growing category of online tools is mobile. Though less than half of marketers say social media tools were their main point of engagement, most are experimenting with them: NEARLY 1/2 report using social media to successfully achieve business goals. 75% of marketers say they anticipate significantly increasing their use of mobile apps in the coming years. 46% say social media is used to compliment other marketing efforts. 25% say they consider existing platforms important tools to their businesses. 20 40 60 80 100 HOW NEW TOOLS ARE IMPLEMENTED ORGANIZATIONALLY Social media and related online tools gain popularity so quickly that organizations face another challenge beyond merely choosing which to work with. They must determine how they will implement the technology into their current brands. Despite these two opposite approaches to the challenge, a relatively small number report process problems. Only 18 PERCENT report major problems in cross-functional task forces at their Another 18 PERCENT 54% report problems in strategy development for these new tools. of executives say they typically seek to integrate them into existing business models. company. A surprisingly high 50 PERČENT say there are no cross-functional problems involving marketing in consumer communication. 33% say they have created special teams or departments to manage online opportunities. As companies continue to adapt to emerging technologies, their implementation processes should become more familiar, leading to even fewer roadblocks in the future. MARKETING EXECUTIVES CONTINUE TO STRUGGLE WITH METRICS A significant percentage of marketing executives cite difficulty measuring the effectiveness of digital marketing, especially when it comes to their bottom line. But it isn't just social media measurement that executives Of those using social media for their businesses, 50 PERCENT say that existing tools and metrics can't quantify the financial impact it has. 54% 18% struggle with. A surprising 18 PERCENT say they don't know what share of their total revenue comes from online sales. Created By SOURCE: MCKINSEYQUARTERLY.COM Marketo COLUMN FIVE

How Marketing Executives are Adapting to Online Tools

shared by Marketo on May 14
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In today’s ever-evolving marketing world, few can argue the need for an aggressive and comprehensive online marketing campaign to help a company stay competitive. A full 81 percent of marketing exe...

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