Digital Marketing Decisions Focus on Lead Generation and Brand Awareness The Digital Marketing Dialog, a North American online survey conducted by the CMO Council, BtoB Magazine, USA
TODAY, and Responsys, received responses from over 400 top marketing decision-makers regarding the impact, influence, role, value and uptake of digital marketing technologies and programs across all
industry sectors.
The Digital Marketing Dialog poll showed that the use of digital marketing techniques for engaging in successful and sustained campaigns and communications is becoming
increasingly popular due to the speed, cost, and effectiveness advantages of the digital channel. In fact, the total number of email messages sent daily will exceed 60 billion worldwide by 2006,
according to an IDC forecast. This compares with 31 billion email messages sent daily during 2002.
Three-quarters of respondents said they planned to increase their digital marketing budgets in
2004. Spending on digital marketing is expected to jump in 2004 with the biggest year-to- year increase expected in the 11- 20 percent of total marketing budget category. Nearly 40 percent of those
who forecast spending for 2004 said they would spend more than 20 percent of their marketing budget on digital marketing.
Over 70 percent of respondents said brand awareness and recognition is a
key use of digital marketing, second only to bottom line concerns as nearly 85 percent of those surveyed noted new customer lead generation as the key reason why digital marketing is used.
Measurement weighed in as the number one improvement area, as customer segmentation and analytics capabilities ranked the highest. Over half of all respondents are currently focused on bottom line
measurement with emphasis on customer leads, website visits, click through rates.
What are
the top three challenges your company faces in delivering email marketing today?
(% or respondents. Multiple responses) |
| Spam and
other email filters | 63.7% |
| Email inbox clutter | 60.5 |
| Qualified email lists | 53.1 |
| Not well integrated with other customer communications | 20.4 |
| Ineffective customer
segmentation | 16.9 |
| Lack of personalization | 17.1 |
| Too few customers choose to opt
in | 16.6 |
| Low click through rates | 13.5 |
| Low content appeal | 11.6 |
| Hard to handle campaign responses | 7.1 |
| For what
purpose is digital marketing being employed in your company? |
| New customer lead generation | 84.5% |
| Brand awareness and recognition | 70.7 |
| Improved customer relationships | 67.7 |
| Cross-sell and up-sell to existing customers | 60.8 |
| Website traffic generation | 59.8 |
| Customer education | 54.4 |
| Customer support | 46.8 |
| Content distribution | 45.8 |
| Event promotion | 45.1 |
| Product sales | 41.6 |
| What are the top three drivers and imperatives for digital marketing in your company? |
| Low cost of
implementation | 64.7% |
| Speed of delivery and customer response | 58.3 |
| Measurable
ROI | 58.1 |
| Reach to large target audience with single campaign | 34.3 |
| Effective way
to create a dialog with customer | 33.8 |
| Simple to implement | 30.4 |
| Ease of
personalized messaging | 21.3 |
| Allows dynamic modification | 18.6 |
| Able to integrate
with other online programs | 17.4 |
| Facilitates customer profiling | 15.4 |
Source:
Responsys, Inc.
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