Chart of the Week: 81% of e-commerce marketers say the acquisition of new customers is one of their biggest goals, despite having higher costs than customer retention

E-commerce is a growing market, which is being reflected in its marketing budgets. In fact, 65% of e-commerce marketers have said that their marketing budget has increased this year compared to 2018 compared to just 10% who said it has decreased. The rise in budgets is likely tied to the increase in expectations for marketers in the e-commerce sector, with heavy competition meaning that new tools, techniques and technologies are being utilized to drive shoppers to stores. This is shown by the fact that 81% of respondents said that acquisition marketing was the largest e-commerce marketing investment priority in 2018. According to a new report from Commerce Next and Oracle, bringing new…

Chart of the Week: 70% of marketers say that their main goal for using social media is to increase brand awareness, showing that social is about more than sales

Social media continues to be a powerful marketing tool for brands and yet almost half (47%) of marketers say that the biggest challenge they face is creating a social media strategy that supports their organization’s goals. Sprout Social’s latest report reveals that marketers’ biggest goal for social media is to increase brand awareness, with 70% choosing this option. Second to this is sales/lead generation (59%), which is likely to reflect the larger goals of an organization and may not be suited to social media for every company. Other goals that marketers have for social media include increasing community engagement (48%), growing the brand’s audience (46%) and increasing…

Chart of the Week: Q4 2018 saw email engagement stay mostly stable but triggered emails still outperformed BAU messages, despite the lower volume

A huge part of improving email performance is benchmarking against industry standards to see where you are above or below average. The latest Epsilon ‘Email trends and benchmarks report’ takes a look at Q4 2018 to see how emails performed compared to the rest of 2018 and previous years.

Key takeaways

The majority of email metrics for Q4 stayed relatively stable compared to the rest of 2018. Emails that were triggered by specific actions taken by website visitors or customers received fairly strong results while business-as-usual (BAU) emails stayed stable. [si_guide_block id="13013" title="Download our Individual Member Resource – Email sequence contact strategy template" description="This spreadsheet provides a template for marketers to create a messaging sequence that supports their business for the range of potential event-triggered campaigns."/] Overall, the fact that BAU…

Chart of the Week: 40% of customers are highly satisfied with agent-assisted methods of communicating with companies

Customer experience (CX) is a huge part of driving engagement, sales and repeat custom. While companies understand why good CX is vital, there seems to be a disconnect between what customers view as good CX and what businesses think create great experiences. According to new research from NICE inContact, businesses tend to underestimate customers’ satisfaction with agent-assisted methods of customer service while over-estimating satisfaction when it comes to self-service methods like chatbots. [si_guide_block id="NUMBER" title="Download our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different sectors which are commonly seen, but best avoided."/] While the rise of customer service methods like automated assistants and chatbots is increasing and customers are getting used to them, they may not be offering the experience that companies…

Chart of the Week: 55% of marketing influencers believe that improving decision making is the primary objective for a marketing data dashboard

A marketing data dashboard is a helpful tool that can allow marketers to visualize KPIs relating to the impact of their marketing efforts. It can help KPIs be easily and immediately understood, making a marketing data dashboard useful for reporting and tracking. However, there are a number of different tactics and strategies that can be used when it comes to visualizing data using dashboards, as well as different trends. To see what some of the most popular and useful methods are, Ascend2 surveyed 307 marketing influencers for its Visualizing Marketing Data with Dashboards report.

What is the primary objective for marketing data dashboards?

Over half (55%) of survey respondents said that the primary objective they want their marketing…

Chart of the Week: 76% of marketers say their companies follow a strategic approach to marketing but not all of these have a documented content strategy.

The majority of marketers say that their organization takes a strategic approach to managing their content. According to new research from the Content Marketing Institute, 76% of marketers state that their company follows a strategic approach when it comes to content marketing. Of those who said that this is the case, 97% said that they were involved in the strategic content management used by their company. This covered a number of areas, with 89% being involved in the creation of content and 84% having a say in the organization’s content marketing strategy, including thought leadership, owned media management and distribution channels. Other areas of involvement in business’ strategy included the content…

Chart of the week: 56% of salespeople and marketers say that their teams are siloed.

Siloed teams can cause a number of issues within an organization, including lack of communication and unaligned goals, which can have a broader impact. This is why it is fairly worrying that 56% of salespeople and marketers say that their teams are siloed. According to new research from Walker Sands, less than half (44%) of respondents say that their marketing and sales teams aren’t siloed. Almost a third 32% say they are but that it isn’t a problem, which may not be entirely accurate in the long-run or could be because they’ve grown used to the disconnect, while 24% say teams are siloed and it is a problem. Siloed teams tend to occur when they report to different people. While this…

Chart of the week: 30% of shoppers believe that product reviews from people like them display understanding from retailers

Shoppers now want brands that connect with them in a number of different ways, offering the best experience but also showing that they have similarities. They want to purchase from companies that understand them, their needs and their pain points. While a personalized experience can help with this, there are other tools you can use online to build trust and relationships with consumers. One beneficial tool that e-commerce brands should seek to utilize more is customer reviews. New research from Salsify shows that 30% of customers believe that product reviews from people like them are a good sign that a brand or retailer understands them. It seems that customers are now looking at reviews…

Chart of the week: 98% of B2B marketers now accept that content performance justifies its cost, with the main goal for content marketing being conversion

Content has become a huge part of marketing in general, which has resulted in 98% of B2B brands now recognizing that the performance of content justifies its cost. This is according to a new report from Walker Sands Communications. However, few B2B brands have got everything about their content marketing strategy perfected with marketers reporting that they need to work to improve all aspects of their content within the next year. The biggest area to need improvement is content production, which 83% of B2B marketers are looking to address in the next 12 months. This was followed closely by strategy and ROI tracking, both…

Chart of the week: 72% of consumers will only engage with personalized marketing messages, despite 86% being concerned about data privacy

Personalization is becoming more prominent in digital marketing, offering an improved user experience by providing information or targeting ads based on an individual’s activities and interests. In fact, according to a new report from SmarterHQ, 72% of consumers say they now only engage with marketing messages that personalized and tailored to their interests. Despite this, the same report also reveals that 86% of consumers are concerned about their data privacy. Of these, Baby Boomers and Gen X are the least trusting o consumers, with Millennials and Gen Z being around 47% more trusting than their older counterparts. This is likely due, at least in part to an increase in high profile data breaches and the…

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