The State of Digital Marketing 2015

THE STATE OF DIGITAL MARKETING IN 2015 What works best in Digital Marketing today? THE GLOBAL PICTURE ALMOST 3 BILLION PEOPLE - 40% OF THE WORLD'S POPULATION -ARE USING THE INTERNET By the end of 2014, the number of Internet users globally reached almost 3 billion. Two-thirds of the world's Internet users are from the developing world. In developing countries, the number of Internet users will have doubled in 5 years, from 974 million in 2009 to 1.9 billion in 2014. Individuals Using the Internet, total and percentage, 2005-2014* 3500 100% Developing (in millions) 90% 3000 Developed (in millions) 80% World (%) 2500 70% 60% 2000 50% 1500 40% 1000 30% 20% 500 10% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Note: "Estimate SOURCE: ITU http://www.itu.int/ITU-D/ict/statistics WHICH DEVICES ARE MOST POPULAR? 80% OF INTERNET USERS OWNA SMARTPHONE Most Popular Devices Used to Search the Internet 0000 91% 80% 47% 37% PC/LAPTOP SMARTPHONE TABLET GAMES CONSOLE Emerging Devices Used to Search the Internet 0000 34% 9% 2% SMART TV SMART WATCH SMART WRISTBAND NONE OF THE ABOVE (e.g. Pebble Sony Smartwatch, Samsung Galaxy Gear) (e.g. Nike Fuelband, Jawbone Up Adidas miCoach) (a TV that can connect to the Internet) global web index SOURCE: https://www.globalwebindex.net/blog/80-of-internet-users-own-a-smartphone CUSTOMER LIFECYCLE ENGAGEMENT REACH GROWING YOUR AUDIENCE WITH ONLINE MARKETING Top Global Online Marketing Channels 41.97% 40% 35% - 28.68% 30% 23.29% 25% 20% 15% 10% 4.53% 5% 0.25% 1.27% 0% Direct Mail Referrals Search Social Display Ads SOURCE: OSimilarWeb http://blog.similarweb.com/ ACT ENCOURAGING INTERACTION THROUGH CONTENT MARKETING B2C Content Marketing Tactic Usage Social Media Content 92% (other than blogs) eNewsletters 83% Articles on Your Website 81% Blogs 80% In-person Events 77% Case Studies 77% Videos 76% Illustrations/Photos 69% White Papers 68% Online Presentations 65% Infographics 62% Webinars/Webcasts 61% Research Reports 48% Microsites 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% B2B Content Marketing Tactic Usage Social Media Content (other than blogs) 93% eNewsletters 80% Articles on Your Website 78% Illustrations/Photos 75% Videos 74% In-person Events 69% Blogs 67% Branded Content Tools 47% Infographics 45% Microsites 44% Mobile Apps 42% 10% 20% 30% 40% 50% 60% 70% 80% 90% CONTENT MARKETING SOURCE: http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/ cm INSTITUTE CONVERT INCREASING CONVERSION TO SALE Conversion Rates By Device Type 8.52% Desktop 2.78% Tablet 8.58% 2.42% 4,70% Smartphone .80% 4.94% iPhone 85% 8.99% iPad 2.47% 4.43% Android Phone 174% 6.30% Andrid Tablet 1.59% 3,65% Windows Phone 0.54% 8.64% Kindle Fire 3.05% Add to cart rates Sales conversion rates SOURCE: monetate http://www.monetate.com/resources/ ENGAGE IMPROVING CUSTOMER COMMUNICATIONS AND LOYALTY Top Rated Digital Channels for 2015 Search Engine Optimisation (SEO) 45% Paid Search Marketing (AdWords) 34% Social media 33% (organic) Display advertising 19% Online PR 23% Email 51% marketing Social media 21% (paid ads) 0% 20% 40% 60% gres TEMSA MANAGING DIGITAL MARKETING WE CAN SEE DIGITAL MARKETING IS GROWING IN IMPORTANCE, so HOW CAN YOU COMPETE EFFECTIVELY IN 2015? WE RECOMMEND THESE THREE PILLARS TO HELP YOU PLAN, MANAGE AND OPTIMIZE DIGITAL CHANNELS! ONE: YOU NEED A DIGITAL STRATEGY AND PLAN Does your organisation have a clearly defined digital marketing strategy? Yes - it's integrated into our marketing strategy Yes - it's defined in a separate 34% document No - we are doing digital marketing, but no defined strategy 50% Smart Insights TRM&A www.amartisights.com www.tfma.co.uk 16% TWO: YOU NEED TO MANAGE INTEGRATION OF DIGITAL ACTIVITIES THROUGH A TRANSFORMATION PROGRAMME Assessment of digital marketing capabilites in organisation We have had a digital transformation rocess in place for more than 2 years 11% We have just started a digital transformation programme (within the last 2 years) 37% 19% We are planning to introduce a programme within the next 12 months We have no plans to run a digital transformation programme 33% Smart Insights TEM&A www.smartinsights.com THREE: YOU NEED TO INVEST IN OPTIMISATION – MANY DON'T How do you rate your company's relative investment in these digital marketing activites? (Choose all that apply) Insufficient time invested in measurement testing and optimisation for maximising ROI 53% Insufficient time spent on planning 46% Insufficient investment in paid media within organisation? (e.g. Display ads, paid search, sponsorships). 43% Insufficient investment in earned media within organisation? (e.g. PR, Influencer outreach, building brand advocates) 40% Insufficient investment in owned media within organisation? (e.g. desktop and mobile site and apps, Facebook, Linkedin, Twitter, etc) 40% Insufficient joined up thinking leading to poor integration 38% 0% 10% 20% 30% 40% 50% Smart Insights TAMSA www.smartinsights.com DOWNLOAD THE FULL REPORT MANAGING DIGITAL MARKETING 2015: HTTP://BIT.LY/SMARTDIGITAL2015 ATTEND TEM&A 2015 IN FEBRUARY 2015 AND GAIN YEAR ROUND ADVICE AT : TFMAINSIGHTS.COM Brought to you by: Smart Insights TAM&A www.smartinsights.com www.tfma.co.uk/ About our research We teamed up with TFM&A to research and present these findings and recommendations. Smart Insights Expert members from over 50 countries use our practical marketing guides, templates and course to Plan, Manage and Optimize their Digital Marketing. TFM&A The leading event for the marketing industry. Now in its 15th year, TFM&A offers the opportunity to learn from a diverse educational programme hosting the latest industry topics, source solutions from leading marketing tech suppliers, and network with other marketing professionals.