Just over a third of businesses (34%) are unable to calculate the revenue earned from email marketing, according to a new survey from the DMA.
Only 60% of respondents said that they could calculate the revenue return, despite the fact that a vast majority of businesses (89%) said email marketing was either ‘very important’ or ‘important’.
This tallies with data from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which found that only 52% of businesses rate their ability to measure ROI from email marketing as ‘good’.
According to the DMA’s report, of those who can calculate the ROI one-fifth (20%) accrue more than £51 for every pound spent, while almost a half (49%) of respondents said they achieve an ROI of between £1 and £10 for every £1 spent.
To celebrate the launch of our new digital marketing and ecommerce awards, #TheDigitals, I've rounded up five brilliant examples of innovation in social media.
To avoid any accusations of bias, these are all examples that fall outside the eligibility period for the current awards, but give an idea of the sort of thing we are looking for.
#TheDigitals are the new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.
Award categories cover both industry and platform specific areas. There are special categories for best new technology, rising star (free to enter) and the overall Grand Prix winner. Further information on categories and entry requirements is available at thedigitalsawards.com
So without further ado, here are the five innovative social campaigns...
For a business as recognisable as Coca-Cola, marketing campaigns are aimed less at driving awareness and more at increasing loyalty and love for the brand.
At Econsultancy’s JUMP New York event Coca-Cola’s Christy Amador gave an insight into the overarching marketing strategy employed by the brand, with particular reference to its campaign at the London Olympics.
Amador said that Coke’s marketing content always follows two basic principles – it has to be both liquid and linked.
Liquid refers to the fact that the content needs to flexible and able to filter down through all areas of the brand’s marketing activities, but it also needs to be linked together.
ASOS is streets ahead of the competition in many aspects of ecommerce, so it’s no surprise that it was quick to see the potential in social media marketing.
It has won numerous awards for its social strategy and clocked up millions of fans and followers in the process.
I’ve previously looked at how Walmart and Tesco use the major social networks, so thought it would be useful to shift the focus onto one of the world’s most innovative social brands.
So here is a quick look at how ASOS uses Facebook, Twitter, Pinterest and Google+...
Almost three out of four businesses (71%) plan to increase their digital marketing budgets this year, according to stats included in the new Econsultancy/Responsys Marketing Budgets 2013 Report.
In comparison only 20% of respondents said they plan to increase their traditional (offline) budgets, up slightly from 16% last year.
The average expected increase (for those increasing digital budgets) is 28%, slightly higher than the average expected increase of 26% for offline budgets.
In general, Premier League clubs were quick to see the potential of social marketing as it’s obviously a great way of communicating with fans.
We’ve previously blogged data that shows Chelsea are the top club in terms of social visibility, as well taking a more in-depth look at Manchester City’s social strategy.
And to find out which teams are most on-the-ball with new developments, I thought it would be interesting to look at which clubs have begun using Twitter’s new Vine app.
For the uninitiated, Vine is an iOS app that allows users to post six second video clips through Twitter. The images below are Gifs so may take a second to load, but you can click on them to link to the original Vine...
Last week almost 1,000 marketers attended the Metropolitan Pavilion in New York for Econsultancy’s JUMP 2013 event.
The agenda for the multichannel conference included speakers from Coca-Cola, Abercrombie & Fitch, Adobe, Nokia and IBM.
Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here are a selection of the most interesting points and takeaways.
A number of them were taken from Twitter using the hashtag #cometoJump, and unfortunately not all the quotes were attributed correctly. If you can claim any of the soundbites or know who said them, please let me know in the comments...
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include how retailers are smartphone privacy, B2B websites, Super Bowl ads, NFC in Australia, Facebook driving B2B traffic, Product Listing Ads and dual screening.
For more digital marketing stats, check out our Internet Statistics Compendium.
Once again we round up six of the best infographics we've seen this week.
The topics include tech trends, Apple's cash reserves, big data, and the best ways to optimise your YouTube channel.
One of the loftier goals associated with the increased adoption of smartphones is the creation of the ‘the internet of things’.
More than just a catchy phrase, the idea is that digital technology can be used to connect everything in the physical world to the web with smartphones acting as a universal remote to control our surroundings.
The opportunities that this presents for brands were discussed by Evrythng’s Andy Hobsbawm and Diageo’s Venky Balakrishnan at Econsultancy’s JUMP New York event.
Hobsbawm began by highlighting examples of products that are already blurring the lines between real life and digital, such as a central heating system called Nest that learns to control the temperature of the owner’s home based on their previous behaviour.