Where's The Value In Digital Marketing?

WHERE'S THE VALUE IN DIGITAL MARKETING? The digital marketing industry is worth more than $62 billion in the U.S. It is made up of two broad sets of activities, Customer Acquisition and Customer Optimization. Nearly every online company has invested in some form of acquisition, but few have mastered the tools of optimization. Both are crucially important to a company's bottom line. CUSTOMER ACQUISITION Vs. CUSTOMER OPTIMIZATION Activities that drive relevant traffic to your Activities that improve the user experience and online properties. turn more visitors into customers. USABILITY AND USER CENTRIC DESIGN PERFORMANCE A/B TESTING SOCIAL MEDIA ANALYTICS MARKETING EMAIL MARKETING NET PROMOTER SCORE CUSTOMER SATISFACTION Conversion rate is the ratio of achievements of a desired goal (purchase, signup) to the number of applicable visits to the website. MOBILE ADVERTISING MARKETING SEARCH MARKETING PLACING A PREMIUM ON ACQUISITION CHANNELS COMPANIES THAT HAVE A HIGHER QUICKLY BECOME SATURATED CONVERSION RATE WHICH TACTICS WORK BEST? 51% 59% 60% A/B TESTING 38% EMAIL MULTIVARIATE SEO MARKETING TESTING 52% CUSTOMER JOURNEY 38% 29% 55% CONTENT PAID SEARCH/ USABILITY MARKETING ONLINE ADS TESTING ANALYSIS 11% 1% 48% SOCIAL MOBILE 51% CART SEGMENTATION ABANDONMENT MEDIA MARKETING ANALYSIS SPENDING LACK OF RESOURCES (52%) was the most-commonly cited barrier preventing organizations from improving conversion rates followed by lack of budget (36%) and conflict of interest between Digital Advertising 12.5% Email Marketing 9.6% Social 9.4% different departments (28%) Mobile Marketing 7.4% DESIGN, DEVELOPMENT AND MAINTENANCE of corporate website makeup 10.7% of the digital marketing budget. Search Marketing 10.7% AVERAGE CONVERSION RATES Professional/Financial Services 10% Media/Publishing 10% Other 8% Education/Healthcare 8% Software/Saas 7% Tech Equipment/Hardware 5% Manufacturing/Packaged Goods 4% Travel/Hospitality 4% Retail/Ecommerce 3% Nonprofit 2% THREE OUT OF FIVE 36% OF B2B Organizations that adopt a structured approach to improving conversion rates businesses believe that conversion rate optimization IS CRUCIAL TO THEIR MARKETERS say they can't accurately attribute online conversions to the ARE TWICE AS LIKELY OVERALL DIGITAL TO SEE AN INCREASE correct marketing channels. MARKETING STRATEGY. IN CONVERSION. CONVERSION TRENDS IN 2014 RECOMMENDED FOR YOU! Brands change the way they measure success. Conversion will top the list. Ad retargeting becomes more effective Websites become Spend on marketing analytics to increase by 40% over the next 3 years. more personalized through Big Data FunnelEnvy Making Your Online Business More Profitable. http://ddminstitute.thedma.org/files/2013/10/DDMI-Summary-Analysis-Value-of-Data-Study.pdf http://blogs.wsj.com/digits/2013/10/14/study-digital-marketing-industry-worth-62-billion/ http://www.emarketer.com/Article/Lead-Generation-Poses-Biggest-Challenge-B2BS/1009829 http://pages.monetate.com/eq/?utm_source=M-PR-EQ-QI113 http://www.marketingsherpa.com/article/excerpt/2012-website-optimization-bmr http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/ http://econsultancy.com/us/reports/conversion-rate-optimization-report http://www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp https://faculty.fuqua.duke.edu/cmosurveyresults/Topline_Report_Aug-2013-Final.pdf