Insights That Can Inform Your 2013 Budgeting
Over 500 U.S. marketing professionals— two-thirds B2B, one-third B2C—answered questions about their objectives, results and budgeting for three channels of digital marketing: Search Engine Optimization (SEO), Pay Per Click Advertising (PPC), and Social Media Marketing (SMM). The results show that generating leads and sales, as well as increasing brand awareness, are the top objectives for digital marketers. Across company size and industry, digital marketers are adopting more sophisticated systems for measurement and attribution, boosting confidence to increase or maintain budgets.
Some Report Highlights:
For B2B, lead generation is the top objective, and SEO is twice as effective as PPC or SMM for this purpose.
For B2C, boosting awareness and reputation of their brands and products has doubled in importance since 2011, overtaking online sales as the top objective for digital marketing.
Budgets: 90% of marketers will increase or maintain spending on SEO, PPC, and SMM.
Still doing SEO in-house? Marketers using an agency are twice as likely to be highly satisfied with their campaign performance.
PPC: Only a quarter of marketers surveyed are highly satisfied with the performance of campaigns managed internally, compared to one-third who work with agencies.
Each year, brands increase their level of engagement with social media.
B2C leads the way, with 42% “very” or “fully” engaged with social media, compared to 27% for B2B. By a more broad measure, a full two-thirds of marketers now describe themselves as “moderately” to “fully” engaged with social media. That said, 1 in 10 marketers still have no social media presence at all.
Follow the Money: 9 out of 10 digital marketers are spending money on Social Media, and 8 out of 10 have reported leads or sales from their efforts.
B2C Marketers Discover LinkedIn: The number of B2C marketers generating leads or sales via LinkedIn has increased 75% since last year, while the number reporting sales from Facebook has declined nearly 20%.
As more sophisticated attribution tools become available, the number of marketers able to attribute leads and sales to particular social channels more than doubled (leads from 15 to 31%, sales from 23% to 60%). But 4 in 10 B2Cs and 2 in 10 B2Bs continue to find attribution completely
out of reach.