Marketers worldwide are struggling with managing their campaign when dealing with multiple marketing agencies spread across geographies, multiple language proficiencies and numerous stakeholders. Our digital marketing blog is the one place that helps you keep pace with all these developments.

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August 27, 2012

The Digital Marketer's Toolbox

Posted by Pramod S.N. at 1:10 PM

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Technology has given birth to thousands, maybe millions of properties that can benefit the marketing executive. There is video sharing, social media properties, mobile marketing, display marketing, and email strategy just to name a few. The infographic below shows what properties should be in your marketing toolbox and how executives plan to distribute budget within the next year.

August 22, 2012

Measurement: Still A Daunting Task For Marketers

Posted by Pramod S.N. at 10:57 AM

Marketers are often tasked with managing campaigns spanning several channels. Email marketing, social media, web-based marketing and now mobile marketing are all areas that fall within the marketer's realm. The various mediums and methods make measuring results, particularly in terms of an overall campaign, one of the major challenges facing the marketing industry. Shouldn't there be a one-size-fits-all solution? 

 

According to a survey by eMarketer, email marketing is considered one of the simplest marketing mediums to measure, yet only 47 percent of industry professionals believe they can accurately measure the return on investment. Direct mail and online advertising fall in below email, while public relations, search engine optimization (SEO) and social media round out the bottom three in terms of how many marketers believe it's possible to accurately measure ROI. That said, there are a few methods marketers are currently utilizing to overcome the measurement challenge.

 

Just under half of respondents in the same survey rely on web analytics (such as Google Analytics) to monitor and track campaigns. Email marketing software analytics, which vary based on the service used, fall in just under web analytics. The bottom three in this survey include contact form responses (38 percent), social media monitoring (30 percent) and call tracking (27 percent). That means nearly a third of marketers are probably using about four different tracking methods, combining the various bits of data to try to come up with some sort of overall picture illustrating the success or failure of the company's current marketing plan. 

 

But the story doesn't end there. The factors marketers base their ROI on vary just as dramatically as the factors they measure. Some look at an overall net increase in sales, while others look at the number of new customers or new leads. By any stretch, these are not the most specific measures to prove the ROI of a marketing campaign

 

Clearly, there's a need for a better solution. Contributing to the disarray of consulting numerous measurement tools, attempting to make so many pieces of unrelated data mesh together for the sake of serving up a pretty picture for company executives can be a colossal waste of time. It's probably safe to assume that most CEOs would prefer their marketing execs spend the majority of their time conceptualizing and implementing the next great marketing campaign, not sitting around for hours trying to fit a square peg (the many pieces of measurement data) into a round hole (a neat and orderly tracking report). 

 

August 13, 2012

Are You Monitoring What Matters?

Posted by Pramod S.N. at 9:26 AM

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Social media has now been around and viable for businesses for quite some time, and is no doubt a major piece to a lot of marketing budgets. But are marketers tracking the right social media metrics, and is social media actually benefiting the bottom line? Only 24% of companies that are monitoring their social media accounts said they were monitoring the ROI of social campaigns. Are you monitoring what matters?

August 6, 2012

MARKETING TECHNOLOGIES SHOW NO SIGN OF SLOWING

Posted by Pramod S.N. at 5:58 AM

MARKETING TECHNOLOGIES SHOW NO SIGN OF SLOWING

Remember the days of trying to reach the widest audience for your company's products without the Internet? While you may remember this dark period, it's surely a memory most would like to forget. In today's online environment, there are many opportunities for both big and small companies to promote themselves.

Three of the most successful ways are social media, mobile marketing, and cloud computing. Let's explore the benefits of implementing these strategies:

SOCIAL MEDIA STILL CONTINUES TO RISE

Almost everyone has heard of Facebook, Twitter, YouTube, or LinkedIn (among others). Users of these sites are not just teens and young adults, but people ranging in age from pre-teens to those over 65. With a few simple keywords, a company can reach millions through a quick Tweet, Facebook advertisement, or viral video. Don't believe it? According to a 2011 Search Engine Journal survey on the growth of social media in recent years:

  • 1 in 4 Americans watches a YouTube video daily.
  • A whopping 53% of employers research job candidates through social media websites.
  • 71% of companies have a presence on Facebook, 59% are on Twitter, and 43% use a company blog for marketing.

In addition, a recent study on social media ROI showed that 77% of companies plan to spend more on YouTube, 75% will increase spending on Facebook and blogs, and 73% will invest more in Twitter. These facts paint a clear portrait of the importance of implementing social media marketing strategies--and the massive audience that can be reached.

MOBILE CEMENTS ITS FUTURE

An astounding 1.2 billion people are subscribed to mobile broadband plans. In the U.S., over 25% of people accessing the Internet are mobile only, soon to surpass the percentage of people accessing the Internet through a desktop computer. By 2015, it is predicted that mobile-ad spending will increase nearly seven-fold, rising from $3.3 billion in 2011 to an estimated $20.6 billion.

Whether by incorporating text, A2P, email, IM, or automated alerts--all of which are easy, cost-effective advertising methods--marketers have more methods than ever to reach consumers via mobile. And as advertising becomes more targeted and the technology improves, mobile marketing will become a significant component of all marketing plans in the future.

CLOUD COMPUTING CHANGES THE WAY BUSINESS RUNS

Did you know that 50% of enterprises began the shift to cloud computing in 2011 and by 2013 70% of mobile users will expect to consume cloud-based services?

Cloud computing providers offer everything from secure data storage to the latest enterprise resource planning systems and remote data access. Customers are able to have a seamless experience using any device they'd like to within their cloud.

This allows for greater flexibility, with the user being able to move from device to device while their data remains stored and accessible across all platforms. Cloud computing is also a cost-effective solution because it eliminates the hassle of inaccessible systems and software crashes, and reduces costs associated with IT personnel and system upgrades.

With the advent of online marketing tools such as social media websites, mobile marketing, and cloud computing, we are now living in a golden age for companies to efficiently and cost effectively reach as many customers as is possible.

 

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