Marketing Campaign Planning

marketscan www.marketscan.co.uk dota you con trust marketscoh 30 WHAT'S RIGHT (AND WRONG) WITH CURRENT MARKETING CAMPAIGN PLANNING? 14 TOP OBSERVATIONS FROM THE 2014 MARKETSCAN CAMPAIGN PLANNING SURVEY Meet Popu reet How is the marketing industry changing and growing? These 14 insights give an accurate overview of the industry and highlight several opportunities to do better in future. 1. MOST MARKETERS RUN 12 OR MORE CAMPAIGNS EACH YEAR Marketing activity remains high: 50% of marketers run at least one campaign monthly. 6% only run one per year. 3.6% run less than one new campaign annually. 2. OVER A THIRD OF MARKETING CAMPAIGN PLANNING TAKES 3 MONTHS TO COMPLETE But more than half (55%) can create a campaign in four weeks or less. 3. MOST CAMPAIGNS RUN FOR OVER A MONTH .so most marketers are managing multiple campaigns simultaneously. Just 12.5% of marketers run campaigns that last less than a week. 4. SALES LEAD GENERATION IS THE #1 GOAL Nearly 8Jo of marketers operate campaigns to generate new leads. Brand awareness and business growth are both important goals of new campaigns. Less than half 42%) use campaigns for customer retention. 5.75% OF MARKETERS HAVE PROPERLY TARGETED THEIR BEST SALES PROSPECTS. Marketers are getting better at identifying their best sales prospects. Less than 20 still have no idea who their ideal target groups are when performing marketing campaign planning. 6. .BUT MOST LACK THE MARKETING DATA TO MATCH 13% of marketers The other 8/% have Just basic or no data matching have a complete match of data to target groups. at all. 7. ALMOST ALL MARKETERS ARE REACHING OUT TO NEW PROSPECTS EACH CAMPAIGN Just 8 7 of marketers The others will buy in new contact data sets to increase target campaigns at existing campaign reach. customers. 8. 10% OF MARKETERS STILL RELY ON TRIAL AND ERROR FOR TARGETING The majority OJ of marketers apply knowledge gained from previous campaigns. J0% rely on trial and error. Nearly Just 25% use known customer profiles, suggesting data is not being analysed to its full potential. 9.72% OF MARKETERS BUY LISTS AFTER PLANNING THEIR CAMPAIGNS Half of marketers purchase contact lists after marketing campaign planning, with an extra 21% purchasing data just before they send the campaign out. Another 21% purchase data sets before planning begins, but 6% of marketers still refuse to buy contact data sets. 10. LESS THAN HALF OF MARKETERS CHECK DATA FOR ACCURACY BEFORE BEGINNING A CAMPAIGN. 45% of Fortunately 49% do. marketers only check their contact data accuracy on an infrequent basis. 6% never perform a data check. 11. ALTHOUGH 48% DO CLEAN THEIR DATABASE REGULARLY Marketers are getting better at keeping contact data "clean" with 48% doing regular checks. A further 297o do annual clean ups. 22% have not performed any maintenance for at least a year however. 12. EMAIL IS KING, MARKETING AUTOMATION NOT SO MUCH 92% of marketers now use email in their campaigns. 65% also use direct mail and telemarketing. Less than T0% of marketers have integrated marketing automation into their campaigns however. 13. MEASURING CAMPAIGN SUCCESS REMAINS THE LARGEST PROBLEM FOR CMO'S However, managing budgets for marketing campaigns is no longer seen as a big problem for marketers, with just 10% reporting this as at(46%) Almost half of marketers struggle to measure the success of their campaigns, and a third (36%) cannot get the "right" data. an issue. 14. 8% OF MARKETERS STILL DON'T MEASURE CAMPAIGN RESULTS 60% of marketers now try to assess the progress and success of their campaigns whilst they are still running - allowing for improvements to be made before the campaign ends. 32% wait until the campaign has completed before assessing performance. Shockingly O of marketers never check their outcomes. TAKEAWAYS > Marketing campaign planning can be lengthy. > Marketers still need to improve the match up between data and target customer groups. > Marketers may be missing opportunities by buying contact sets after marketing campaign planning completes. > Many marketers are still missing opportunities presented through ncreased automation in their campaigns. > Some marketers are missing the opportunity to improve campaigns by failing to access campaign performance.