Almost half (47%) of trade-show visitors go with the express plan of buying within 12 months of an event, and fully 81% of attendees can make the final call or recommend on purchases.
So why aren’t marketers more aggressive in the lead up to events?
We've been enjoying bringing thought and discussion around the key themes of Integrated Marketing Week to our subscribers and blog community early with Google+ Hangouts.
If you missed last week's video expert series on channel integration, catch up with a quick read on some of the key points here!
We can tell the last ten items a consumer bought on our site and we can tell the open rate of our email marketing campaigns, but few of us can say how long any one visitor at our event booth spent there and what they picked up.
The swag, a brochure, your business card, your hot intern’s telephone number, which was it?
This not-knowing is weird, says Liz Miller, overseer of daily operations at the CMO Council (CMOC), a global affinity network of top brand marketers. “Since when did a marketer get shy?” she asked recently.
Brush up on the themes that will be explored at Integrated Marketing Week (June 11-13) in New York with these free video expert series Google+ Hangouts.
Are you a CMO hiring developers to take full control of your brand's online presence?
The next Hangout (Wednesday, May 15) will focus on channel integration.
A study from the Chief Marketing Officer (CMO) Council and social technology business Lithium reveals a disconnect between what senior marketers think consumers want from social media, and the reality.
According to the 1,300-plus consumers surveyed online globally, there was found to be an expectation that a brand follow, like, post or preference in a social media environment would enable a person to; be eligible for exclusive offers (67%), have the opportunity to interact with other customers who share the same experiences (60%) and gain access to games or contests (65 %).
When the same question was asked to over 120 CMOs, the results were very different.
Consumption is up, dollars are down. In traditional media channels it's the same lament time and time again: audiences are rising, but advertising continues to plummet.
Gourmet, Cookie, Modern Bride, Portfolio, I.D., Vibe, Blender, Domino, Metropolitan Home - the magazine body count is mounting. Over 400 magazines folded last year, despite the fact that a survey of 1,000 consumers just publised by the CMO Council in conjunction with InfoPrint Solutions finds 92 percent of consumers still read magazines in print, and 90 percent say they want to keep it that way, e-readers be damned.
Yet at the same time, 78 percent of these consumers say more relevant and personalized content, promotions and ads would "increase their advocacy and loyalty."
So it would seem all print publishers have to do to resuscitate a foundering business model is figure out how to personalize their (dwindling) print ad pages to the wants and needs of individual readers.
Easier said than done.
Brands online and offline struggle to get consumers to spend money at their stores and win them over about products and services. But once they have their customers' attention, marketers often don't do enough to retain it.
According to a new report from the CMO Council, marketers are under-valuing perks,
discounts, deals and other opportunities, even as customers' interest in loyalty programs grows.
Social media will
be an enterprise-wide mainstay by 2011, but most
marketers and PR people are still trying to wrap their heads around it all. And
those that don't get up to speed could find themselves without a job.
The CMO Club, polls its members on a regular basis. Just before the end of 2009 they asked this question: What would you do differently in 2010?
64% said they'd increase their spend on social media and 72% of those
who are not yet doing social media said it's on their list for this
Brian Fetherstonhaugh, chairman and CEO OgilvyOne Worldwide is a guy who talks to a lot of CMOs. And insofar as digital marketing is concerned, he's not impressed with their either their knowledge or skill-set.
"Marketers lag behind consumers in digital adoption," he told an audience at Search Engine Strategies, speaking at a session devoted to selling search to the C-suite. "Your average 12 year-old has a better-integrated performance dashboard than a CMO," he pointed out, illustrating his point with a World of Warcraft screenshot.
If the latest CMO Council study translates into dollars, 2009 will be about five percent better for internet advertising than 2008. Last week was filled with analysts making downward adjustments to this year's internet ad spend outlook, but the more forward-looking CMO study is more optimistic. Consistent, but optimistic.
Specifically, the 650 CMOs surveyed said unanimously that they plan to cut or hold steady on traditional ad spend in TV, print, and radio. 43 percent of them plan to increase spending on interactive and web media by up to five percent this year, and 30 percent will increase internet budgets more than five percent. Last week Bernstein Research put internet ad growth at 5.9 percent after predicting more than 16 percent just five months ago.