Chart of the Week: 64% see increasing leads for their business as being the primary objective for their marketing strategy
When it comes to marketing strategy goals, increasing the number of leads or sales prospects is the primary goal for the majority of marketers. According to new research from Ascend2, 45% of marketing influencers believe that the primary objective for a marketing strategy is to provide sales with more leads.
Other popular marketing strategy objectives according to the survey ‘Marketing Resource Effectiveness’ were to improve brand awareness and increase customer acquisition, which both came in at 61%.
Just over a third (34%) of respondents thought that improving engagement and nurturing was a primary objective for a marketing strategy to achieve. At the bottom of the table of objectives were improving user experience…
US, Europe and Worldwide display ad clickthrough rates statistics summary
I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns.
When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs for Facebook and Twitter and paid search rates (AdWords or SEM) at the end of post.
If you're looking to get more from your display advertising we have a premium members' paid media playbook.
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Display Ad CTR benchmarks - August 2018 update
Through 2018 we update our statistics summaries with the latest research as it becomes…
How do your digital marketing capabilities compare?
In our next free webinar for members, Benchmarking your digital future, I will be reviewing the state of digital transformation and recommending how companies at different stages of transformation, with different levels of maturity can assess their current use of digital marketing, digital media and technology.
Since Smart Insights launched we have looked to help businesses review their capabilities, for example using our free digital marketing benchmark templates and the popular interactive capability benchmarking tool available in the members area:
This tool shows that the majority of businesses assessing their capability on a 5 point scale are at stage 1 or 2. I think this is reassuring in the sense that it shows the challenge of digital transformation in many industries and that if you are relatively immature, it's likely many of your competitors…
Using capability maturity models to review digital readiness and set targets for digital transformation
This month we've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation.
We have now collected these visuals together in a single download so that you can easily review them and print the most relevant for you.
[si_guide_block id="55897" title="Free member download – Digital Marketing Benchmarking Template" description="Score your business on this simple 5 point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, Social Media, Email Marketing and Conversion Rate Optimization."/]
We hope you find these visual tools inspire you to make improvements to your digital marketing - let us know if you have any comments or suggestions.
The ‘digital’ opportunity is enormous, with staggering growth in all territories and sectors
Along with the opportunities come some significant challenges as you adapt to highly demanding digitally-savvy customers.
These challenges are caused by the pace, complexity and the degree of change.
This shifting environment means that digitally-led business transformation is a complex and on-going journey - an evolution to transition and optimise your business.
Even digitally native companies know that they have to innovate and stay ahead of the game because of growing disruption and rapid technological change.
[si_guide_block id="38465" title="Download our Business Resource – Managing Digital Transformation Guide" description="Create a roadmap to implement digital transformation - This practical guide was created to support marketers throughout the digital transformation process. It's clearly structured in seven sections to step you through the process of initiating and running a digital transformation programme."/]
Smart Insights members can also use…
Use our RACE framework to discover your ability to Plan, Reach, Act, Convert and Engage
Two years ago we launched our free interactive marketing benchmarking tool to help members rate their 'digital readiness' for digital marketing as a whole and for the key channels like Search, Social media and Email marketing.
Well, it's proved popular since it helps members score where they are now and then gives recommendations of how to improve in the future - to take their skills or marketing results to the next level.
So in our recent UX members refresh - we have made it more prominent and put all the benchmarking tools in place. We also renamed it to 'capability grader'.
Introducing our upgraded, free interactive tool!
I'm also writing this post to let members know about a simplification to the most popular digital strategy grader which you may want to try - it's here (available if you're signed in):
5 tools for assessing your online competitors
Site audience comparison tools provide marketers with industry and competitor intelligence to help inform decisions (e.g. new markets, new content strategies). Some of these tools also provide powerful segmentation capabilities. Typically, they do this either by aggregating Internet Service Provider data, panel data or a mixture of the two.
Whether you’re launching a new product, entering a new market or wishing to understand what’s driving competitor growth, these tools can provide the relevant information to help inform key decisions. They’re often used to support business cases, helping to identify opportunities and threats in the competitor landscape. So if you are looking to map your competition, build a case for a new product line or more investment in your website, these tools can be extremely useful.
Key things to consider before purchasing and when using these tools:
Ascend to highest heights of digital marketing using our new interactive benchmarking tool
At first there were banner ads and broadcast emails swimming around in the primordial ooze of the great outbound marketing sea. Then social media dragged itself out onto land and slowly began to evolve advertising options to allow it to breath in revenue on mobile rather than using the banner ad gills of the desktop inhabitants.
Gradually content grew out of these developments and evolved into all sorts of wondrous creations. First came blogs, and videos. Infographics were not far behind.
The great content forest was hard to navigate, and thus came along search engines to distinguish between the thinner content and the healthier content which grew strong and thick. SEO quickly evolved because of this, and PPC was not far behind. In this way only the fittest content survived, and so it evolved to be ever…
Discover your business's ability to Plan, Reach, Act, Convert and Engage
Applying the many digital channels and technologies to your business is no easy task. The industry moves fast, and there are a large number of different disciplines to master (see our list of the top 20 digital marketing skills). Email marketing, SEO, Social Media Marketing, Conversion Rate Optimisation, the list goes on, and each one requires a very different set of skills and awareness of the success factors for different platforms.
Amongst the many different skills we need to master for digital marketing, it's easy to lose sight of the big picture of how a business is using digital marketing to compete. Our research shows that many businesses don't have a digital marketing plan, so knowing how to structure a plan can be difficult.
To help provide a structure for creating a strategy, when Smart Insights first launched, we developed this Excel digital…