Industry News

July 31, 2015: Analytics and content creation are the two top services requested by today’s online marketers, a new survey by Moz found. More than 3,600 online marketing professionals (an even mix of in-house and agency marketers) participated in Moz’s “2015 Online Marketing Industry Survey.”

Other in-demand services for 2015 include conversion rate optimization, brand strategy and social media marketing.

Moz.Services Requested

The study also looked at the top tools for various areas of the industry (SEO, content, social) and analyzed where marketers were spending most of their time. The core functions of online marketing (analytics, keyword research, site audits) remain the most time-consuming activities for marketers. Content creation and social media marketing, both of which are influenced by the top three activities, rounded out the top five.

July 29, 2015: The “Lead Flow That Helps You Grow” report released by the CMO Council has found that many B2B marketers still do not find their demand generation strategies to be effective. In fact, just two percent of respondents labeled them as “highly effective.”

According to the data, the bulk of respondents (32 percent) said their strategies’ effectiveness falls “someplace in the middle.” Thirteen percent said their strategies are “moderately ineffective.”

Demand Gen Effectiveness

B2B marketers cited causes for their lack of effectiveness in the report. Only 12 percent believe they have content marketing engines programmed to target the right audiences. Twenty-one percent of marketers say they are total partners with their sales and business counterparts, while 22 percent that sales teams are often roadblocks.

July 28, 2015: A recent study conducted by xAd found that more than three-quarters of today’s mobile marketing campaigns employ location targeting, with the ads also focusing on user’s search behavior and interests.

Using location to optimize mobile ad campaigns is done for several reasons, according to the results. It’s primarily used to target a specific audience, but to also engage customers near the advertiser’s business:

2015 Global Location Snapshot

Setbacks With Location Targeting in Mobile Campaigns

Out of those surveyed who weren’t using location targeting in their mobile advertising campaigns, many found the following issues, in order:

  1. Inability to measure success

July 27, 2015: A new survey from Visage has revealed that marketers are frequently publishing content, but they may be missing out on data-rich content opportunities.

The visual content company surveyed 504 marketers to determine how they are using content and data on a regular basis and found that about 73 percent said they were publishing content weekly, while 21 percent published it multiple times per day.

Forbes-1

In terms of data-rich content, approximately 22 percent of respondents say they conduct market research at least quarterly. However, a greater number (27 percent) said that they only share data and insights privately, rather than externally.

July 24, 2015: A new report by Adobe and Econsultancy shows B2B marketers believe customer experience, personalization and big data hold the most promise for B2B marketing over the next five years, as the focus on digital continues to grow.

Nearly a quarter of B2B respondents (22 percent) named customer experience as the greatest opportunity; followed by personalization (16 percent) and big data (13 percent). These responses matched up with B2C marketers, indicating digital tactics for both segments are converging.

B2B vs B2C opportunities

July 22, 2015: SearchThe “Digital Marketing Report” from Merkle/RKG has revealed numerous Q2 2015 search trends that could be beneficial for those that are invested in digital marketing campaigns. Overall, the state of paid, social and organic search remains healthy.

The Growth of Organic Search

The results show a 12 percent year-over-year increase in organic search visits, with visits from phones up 44 percent. In the second quarter, organic search was responsible for 35 percent of total site visits in the U.S. The growth in organic search visits has shown consistent improvement in recent quarters, while paid search click growth has slowed down.

July 21, 2015: A recent report from DialogTech has found that consumer calls from mobile ads have increased 34 percent in the past six months. Additionally, the report shows that if you aren’t using call tracking, your cost per lead or ROI on your ad campaigns could be grossly higher than what they should be.

As you can see from the graphic below, when phone calls aren’t taken into account, it almost doubles your average cost-per-lead metric.

call attribution

July 20, 2015: Ascend2’s “2015 Lead Generation Trends” report shows that 70 percent of marketers believe improving the quality of leads is their most important lead generation objective. Increasing sales revenue (58 percent) and boosting the overall number of leads (54 percent) are also top objectives for marketers.

“Increasing the number of leads generated is important, but improving the quality of leads and increasing sales revenue are the top objectives,” wrote the researchers. “Marketing and sales teams are in agreement that lead quality is directly related to the rate of conversion from lead to sales revenue.”

July 16, 2015: The “State of B2B Social Media Marketing 2015″ report, released by Regalix, has found that 99 percent of B2B marketers believe social media is critical to their communication campaigns, with 94 percent indicating their key social objective is to build brand awareness.

Out of all of the social media platforms available to B2B marketers, LinkedIn and Twitter are the most popular, according to the report. Ninety-three percent of respondents said that Twitter was the most effective channel in terms of helping them reach their target audience, while 91 percent said LinkedIn allowed them to connect with their primary customers.

July 13, 2015: New research released by Simply Measured shows that many companies do not know where social media should live within their organization, how big the team should be and how the team should be structured.

About 57 percent of respondents said that social media rolls into marketing, while 16 percent wrote in their own answers. These responses ranged from, “Each department manages their own social media outreach” to “It used to be in communications, then marketing, then customer service.”

SimplyMeasured Infographic

In addition, most companies only have 1-3 people working on their social media team. Just 25 percent of respondents said they have five or more people handling social media responsibilities.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

chris-long

"KoMarketing takes PPC management to a completely different level of focus on performance and commitment to client business goals." – Chris Long, CMO, L-com Global Connectivity

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