A number of recent studies have uncovered some interesting statistics within the realm of digital marketing. These findings range from marketer and customer successes to struggles and failures about several areas of digital marketing so far this year.
We have compiled 11 useful stats based on the findings of multiple digital marketing studies, along with insights and opinions we found relevant to the digital marketing landscape. Enjoy!
1. 72% of marketers see the importance of online personalization but don’t know how to incorporate it.
Econsultancy reported in their Realities of Online Personalization study that the biggest challenge marketers are facing in personalizing their websites is successfully creating a digital platform that portrays human-like characteristics that they believe will improve business performance and customer experience.
With tools such as Neolane Interaction, companies can ensure one-to-one personalization of messages across every inbound and outbound channel.
2. 54% of marketers who have implemented Web personalization generated positive ROI within months of implementation.
A Neolane survey of more than 600 European marketers found that today, just 19% of brands offer personalized experiences in real time. This number is expected to triple by the end of 2014, as 59% of those surveyed claim they will offer a personalized web experience next year. Increased adoption is likely being driven by ROI; in fact, just 4% of respondents doubt the ROI potential of personalized web experiences
3. 60% of B2B marketers cite lead generation as their biggest challenge.
A study from BtoB Magazine highlighted by an eMarketer report found that social media in particular is where B2B marketers struggle the most to generate leads. On top of generating leads, respondents expressed the need to improve the quality of leads and convert these leads to customers. Improving lead generation is critical for companies because it funnels prospective clients toward a sale and produces revenue for the company.
4. 40.5% of consumers said they would rather see targeted ads that reflect their interests rather than random ads.
In a study conducted by Zogby Analytics on behalf of the Digital Advertising Alliance (DAA), researchers found that consumers acknowledge advertisements as inevitable and would prefer ads that offer products and free content that is based off an individual’s online activity and interests. Marketers are encouraged to consider this when developing an ad campaign to achieve maximum reach and engagement of target audiences.
5. 30% of marketers blame disparate data sources as the primary reason they struggle to gain insight from customer data.
More than half of companies don’t use CRM data, reported Econsultancy, which prevents them from applying customer analytics to marketing strategies. An overwhelming amount of customer data is bombarding marketers but it’s of no use if there’s no way of organizing it. Marketers can only gain actionable insights from customer data if it is presented through a user-friendly, intuitive platform like a CRM.
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