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Six out of 10 businesses have a strategy for integrating mobile into their broader marketing campaigns, according to a new report into cross-channel marketing.
While this obviously means that 40% of businesses still haven’t come up with a coherent mobile strategy, it is an improvement on last year when just over half (51%) of businesses were yet to integrate mobile into their overall marketing campaigns.
This indicates that businesses are slowly moving in line with this significant consumer trend, though it’s worth noting that the number of respondents who said mobile was “very much” integrated remained fairly static at 15%.
The data comes from the new Econsultancy/Responsys Cross-Channel Marketing Report 2013 which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
Loyal customers are extremely important for businesses as constantly attracting new shoppers and converting them into customers is a costly process.
In fact data from the new Econsultancy/Responsys Cross-Channel Marketing Report 2013 shows the value of building customer relationships, as 70% of respondents agreed that “it is cheaper to retain than acquire a customer.”
Similarly, nearly half (49%) agreed that “pound for pound, we achieve better ROI by investing in relationship over acquisition marketing”.
However businesses aren’t necessarily making a huge effort to retain their customers, as just 30% of companies say they are “very committed” to relationship marketing, with 22% conducting no relationship marketing at all.
Although sales in the fine jewelry and better watch category declined in 2012, you wouldn’t know it from looking at the ledger of Limoges Jewelry, maker of personalized products such as class and couples’ rings.
Okay, so this online retailer doesn’t hawk fine jewelry, but a 300% increase in revenue and year-over-year (YOY) email sign-up growth of 100-400% and a 99% deliverability rate (you get the idea) is nothing to sneeze at.
Culture is the “stories we tell ourselves about ourselves,” wrote Clifford Geertz in 1973. What the virtuoso anthropologist meant: stories reveal our social reality as much as they shape them.
So what yarns are we telling ourselves about today’s marketing environment, and how do they influence our marketing?
Just over two-thirds (71%) of businesses are planning to increase their spend on digital marketing technology this year, down marginally from 74% in 2012.
In comparison, just 3% of companies plan to decrease the amount spent on digital technology.
The findings come from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which looks in detail at how companies are allocating their online and offline marketing budgets in 2013.
More than 800 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2012 and January 2013.
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’.
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.
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.
Retailer infatuation with Pinterest is not a new phenomenon. Of the many companies embracing the hot image-based social network, retailers, for obvious reasons, quickly saw the potential to promote their wares.
Just how much are retailers investing in Pinterest? According to a new study by Responsys, major retailers have been making Pinterest a focal point of their email marketing campaigns this year.
Even though summer is here, the volume of promotional emails sent by retailers is at an all time high. According to marketing software company Responsys, retailers sent an average of 16 emails in July. This is an increase of more than 18% year-over-year.
But what is driving the type of content they are sending out? A strange mix of Olympics and Christmas appear to be the big hitters last month.
Yesterday at Blogworld, Callan Green from Sony Electronics presented Sony's new Pinterest strategy and highlighted how businesses can get started in this growing space.
When you are preparing for the launch of this kind of strategy, it's helpful for your team to begin by using the platform personally. Next, it's important to research existing brand pins in the community. When Sony searched Pinterest, they found a lot of gadgets as they expected but they also found a lot of old school products and pictures of fan made products such as Sony walkman shaped cakes.
By knowing what fans wanted, this allowed the Sony team to plan its potential boards and analyze the assets they already had in its Flickr community, in house and in its archives.
In partnership with Responsys, Econsultancy has launched some new research for 2012, the Cross-Channel Marketing Survey, which looks at the cross-section of different online and offline channels, including integration with email, display advertising, mobile, plus much more.
The research aims to benchmark trends within the market, and the launch of this brand-new survey reflects the growing necessity for companies to take an integrated approach to marketing and remove the organisational barriers that are holding them back.