Chart of the Day: Which online marketing techniques are marketers most excited by this year?
In my article covering digital marketing trends for 2018 we asked readers of our blog to give their views on the digital marketing techniques which they felt would give them the biggest uplift in incremental revenue in 2018. So, I was interested to see this new Econsultancy-Adobe research which asks a similar question. These are the research results:
The common features of the responses to the two questions are the value of data-driven marketing. This also featured second in our poll. Content marketing is a popular technique in both, but this was a clear winner in our survey rather than customer experience in this research. This could be explained by a difference in respondents with more marketing communications focused respondents in the case of Smart Insights and more CX…
Chart of the day: the more senior someone is in a business, the more they believe that they offer a good customer experience (CX).
The Customer Experience industry report 2018 by uisertesting.com has found that executive level professionals and those who work in CX management think they have a good CX, whilst UXers, product manager, and researchers believe their CX is less good. Executives may be far too confident about their CX which leads the report and me to suggest that the more senior managers could be less aware of the real CX in their business.
Respondents also reported that good CX is critical to their businesses success, CX is recognized as being incredibly important to the success of a business.
User research is also recognized as helping business growth. The majority also want more user testing…
Chart of the Day: 39% of marketers don't think their organization's marketing strategy is effective
Having already looked at top priorities in organizations, marketing and sales priorities and challenges, it is now time to address whether above all else marketers feel marketing is effective.
Seems ridiculous to think that marketers think marketing is not effective. Almost a whopping 4 in 10 (39%) of respondents believe that their organization's marketing strategy is not effective. This might be due to them not using and utilizing the correct marketing model that suits their business objectives and goals. You also need to integrate a variety of platforms to gain a wider audience reach, using just one model might not be effective.
Do you feel that your organization's marketing strategy is effective?
One respondent commented:
The most disruptive force to affect my job in the next 3-5 years is the lack…
[Editor's note: We now have more recent guidance for frameworks for digital maturity evaluation]
Chart of the Day: BCG's pathway to digital marketing maturity model
You probably know of Boston Consulting Group for their classic market prioritization matrix which we feature in our essential marketing models guide.
Well, they still continue as a consulting group and naturally work on digital transformation projects for which they share strategies via their blog. The latest, which I thought sharing is a simple assessment of digital marketing maturity based on organizational structure.
Most suited for larger organizations it shows the typical pattern from an ad hoc approach to digital marketing across a business characterised by innovation, but also inefficiency and wastage due to overlap or inexperience. To control digital marketing activities a centralized approach is then recommended, but as I have seen in many cases this then results…
Chart of the day: In the latest market research industry GRIT report, 6 in 10 are using online research communities, and over 8 in 10 have an interest in them. All hail the true superhero of market research.
6 in 10 (60%) are using online communities, with over 8 in 10 (82%) showing interest in them and over 2 in 10 (22%) also considering using them. Online research panels are a fast, affordable way of collecting insights from customers and audiences.
The GRIT report produced by Greenbook, is a leading market research industry report. The survey also found that mobile first surveys are increasing in popularity and the shocker, text analytics are pretty popular too!
It's great to see mobile first surveys are becoming a major source of data collection, with so many people using mobile phones and tablets, survey experience has in previous…
Chart of the Day: Consumer Interest in Using Voice Assistants and Voice Search
Originating from the smartphone trend of voice search, where Apple and Google introduced voice assistants on their smartphone operating systems, we now have voice interactions through the likes of Apple Siri, Google Assistant and Amazon Alexa/Echo. This seems to be a growing trend across all the main digital platform providers and these voice assistants are predominately used for search queries.
Google highlighted that more than 20% of mobile queries are voice-based and this will only grow by 2020. 40% of millennials have already started making search queries through a voice assistant, prior to making a purchase. In fact, a research report from BI Intelligence shows that the younger you are, the more likely you are to switch to and prefer voice-activated search as opposed to traditional search engines.
…
Chart of the day: A third of British people will exercise their right to be forgotten after GDPR comes into force on May 25th, 2018.
The research, conducted by media agency The7stars, found that a third of British adults plan to exercise this right after the European Union General Data Protection Regulations (GDPR) come into force.
The survey was conducted with over 1,000 UK residents and found that 34% want to use the regulations to stop companies from using their data for marketing purposes. Data protection and privacy are clearly quite big concerns for customers.
The right to erasure of data applies to marketing data where there is "no compelling reason" (according to the ICO) for the data to be held for longer and is not required for processing, or in other words, it is no longer needed based on the fact the individual may not be using that service anymore (for example).
Less…
Chart of the Day: Audience breakdown of the top 6 sites
We all know that sites owned by Google have a large traffic share of the total internet population, however, do you know the other top performing sites? New research by UKOM shows the top 20 properties by unique visitors.
As you can see, Google remains on top, with Facebook and the BBC (British Broadcasting Corporation) following behind in second and third place. It is interesting to note that almost half are news sites which gives an insight into the consumption of modern day news online.
Overall, Google reaches 97% if the UK online population.
However, UKOM also shows the breakdown of those top 6 sites to show that Youtube alone reaches more than all of Facebook's properties combined.
Source: UKOM - UK…
Chart of the Day: How OTAs reach online vacation buyers?
With the rise of online price comparison sites and review sites now offering hotels and flights for purchase, the competition for the ecommerce travel industry has never been so fierce.
So what are the top channels for reaching online vacation buyers?
Well, new research by Global Web Index shows that there is no one dominant channel that vacation buyers use to research and discover brands online. Therefore a holistic marketing mix of different channels is necessary to reach potential customers at different touch points of the research stage.
46% of respondents stated they discover brands via search engines, this yet only 34% discover vacations via brand/product websites. This shows that your keyword strategy needs to be based on user search queries "cheapest holidays to France" "best places to visit in Australia", rather than branded keywords, in order to rank your site and persuade them to buy.…
Chart of the Day: A survey of the effectiveness of organic and paid activities for charities including benchmarks for paid media, social media, and email marketing
This isn't brand new research, but since I know we have a fair few members who manage digital marketing for not-for-profits and charities I thought I would share it since I'm unaware of similar benchmarks in the UK. It's always useful to compare effectiveness and response of media with others in your sector and country. In this case, it's a really good report based on survey response from charities based in the US, but I think it's of wider interest.
There is a great deal of analysis in this report in individual graphs for each channel and for website conversion, but here we'll just cover the summary.
You can see that there is a useful analysis of fundraising which has a…
