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A majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, despite the fact that a small uplift in conversion rates can translate into millions of dollars of extra revenue.
The findings come from a new survey by Adobe which also found that companies spending more on optimization are reaping the benefits.
The Adobe 2013 Digital Marketing Optimization Survey, with analysis carried out by Econsultancy, received global responses from more than 1,800 digital marketers across North America, Europe and Asia.
It explores the key areas in which digital marketers need to excel to ensure success, including mobile, social, personalisation and customer experience.
The importance of tablets to ecommerce is well-documented, with research consistently showing that the devices convert at a much higher rate than smartphones.
And new data from Adobe shows global websites are now getting more traffic from tablets than smartphones, at 8% and 7% of monthly page views respectively.
This is particularly impressive considering that the device only came to market three years ago, and it’s also good news for ecommerce sites.
In December we reported that conversion rates from tablets were four times higher than on smartphones, and actually peaked above desktop on Cyber Monday.
While it’s fairly common for consumer brands to shout about their successes in social media marketing, finding convincing B2B case studies is a far more difficult task.
According to a recent survey, a majority of UK businesses (64%) are using social media as a marketing tool, with the most popular reasons being for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).
And social has certainly proved to be an important marketing and sales channel for Econsultancy, even though we do occasionally have difficulties working out the exact ROI.
However it still accounts for only a fraction of the traffic and leads for US B2B websites according to data from Optify. Overall, social accounts for 1.9% of traffic compared to 41% for organic search.
Even so, to try and shed some light on the benefits of social marketing, I've found five examples of B2B companies that have achieved success using social media.
B2B marketing is also one of the categories in #TheDigitals, our new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.
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...
Is marketing a science or an art? According to Adobe’s Jeff Allen, marketers need to make sure they have a foot firmly in both camps.
In a talk at Econsultancy’s JUMP New York conference this morning, Allen said that within any given organisation it’s likely that almost everyone will have an opinion on the marketing strategy.
So it’s up to marketers to convince their colleagues that they are the experts in what they do and can use data to prove it.
In order to change the perception of marketers as “colour pickers”, Allen highlighted five points that his audience should put on a checklist to make them more effective at proving their worth...
Smartphone owners are more likely to use their device for email than for making phone calls, according to new research by Adobe.
The 2013 Digital Publishing Report, which surveyed 1,003 18-54 year olds, found that 79% of smartphone owners use their device for email compared to 78% who use it for making phone calls.
This serves to further underline the importance of optimising email campaigns for smartphones.
We’ve previously reported on data which shows that up to a third of emails are opened on mobile devices, yet data included in our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimisation and a further 37% said their strategy was ‘basic’.
Adobe’s report found that Facebook is the third most popular smartphone activity (58%), followed by listening to music (52%) and playing games (48%).
Adobe and the CMO Council recently released their Digital Marketing Performance Dashboard 2012 report, which highlights the state of digital marketing in the Asia-Pacific region.
Unfortunately the report found that while interest in digital marketing is high, many countries are lagging behind when it comes to ROI metrics, talent and digital strategies.
Only 54% of companies are using any form of marketing attribution, though 89% of those that do report that it is had a postive effect on their business.
This infographic presents some of the key takeaways from that report.
If you’ve attended a digital marketing conference in the past six months you’ve no doubt heard at least one speaker make reference to omnichannel retailing.
And you probably weren’t alone in being confused as to how it differs from multichannel marketing.
To try and bring some clarity to the situation, I spoke to Adobe’s VP of enterprise marketing Kevin Cochrane to find out how his company is helping businesses define their omnichannel strategies, and how the in-store experience can be improved using digital technologies...
Facebook marketers are achieving significant increases in engagement, according to a new report from Adobe.
Engagement - defined as likes, comments and shares – grew by 896% year-on-year, which the report says is largely attributable to the introduction of Facebook Timeline.
Other factors such as new acquisition and engagement metrics, and more effective social marketing also had an impact.
Adobe's latest Digital Index report shows that mobile users now account for nearly one quarter of all Facebook engagement, up four-fold from the period prior to the Timeline format.
This reflects the huge increase in social networking on mobile, with a study by Deloitte showing that social is the third most popular smartphone activity behind email and search.
New research from Econsultancy and Adobe found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
The Quarterly Digital Intelligence Briefing: Managing and Measuring Social examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today.
Econsultancy research director Linus Gregoriadis will present the research at a free webinar on Tuesday 25 September at 8am PST/4pm BST.
There is a huge amount of social data out there that brands are trying to tap into, but seeking out the conversations worth listening to is only the first step.
You then have to translate the seemingly endless waves of data into something meaningful that can be integrated into marketing activities.
New research carried out by Econsultancy and Adobe shows that 41% of organisations feel that a lack of tracking capabilities and analytics is preventing them from harnessing social data as effectively as they would like.
Our Quarterly Digital Intelligence Briefing: Managing and Measuring Social looks at social media uses, challenges and needs from companies today. It is based on a survey of 650 marketing professionals.