responsys

60% of businesses are integrating mobile into wider marketing activities: report

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.

Almost a quarter of businesses don’t carry out any relationship marketing: report

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.

Personalized jewelry, personalized email: How Limoges raised revenue per email by 300%

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.

How we got to the Relationship Era

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?

71% of businesses plan to spend more on digital marketing technology in 2013

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.

34% of businesses can’t calculate email marketing ROI: report

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.

71% of businesses plan to increase digital marketing budgets this year: report

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.