Industry News

July 6, 2015: Millward Brown’s 2015 “Getting Digital Right” study has discovered that only 14 percent of today’s marketers are confident in their organization’s use of big data. This is a large decrease from the 39 percent who said the same in 2014.

The researchers of the study believe the decrease can be largely attributed to marketers not knowing how to efficiently leverage internal and third-party data. “2014 brought an influx of data to marketers, but without an instruction manual on how to use it to generate value,” wrote the authors of the report. “2015 will be the year marketers move towards making big data actionable and insightful.”

July 1, 2015: Businessman pointing at touchscreen while interacting with his partner at meeting

Data Intensity and Researchscape International released the results of a survey on June 29, showing that 63 percent of B2B companies are frustrated with the time it takes to receive insight from data analytics. Specifically, a majority of companies find it challenging to attain the statistical reports they need to make more informed business decisions.

In addition to facing time constraints, 33 percent of respondents said that their data is not accurate, making it too difficult to make business decisions and execute predictive forecasting.

June 30, 2015: Creativity and cloud computing concept with city backdrop

A study published by Econsultancy and SmartFocus in June 2015 has found that the bottleneck presented by IT and web development teams is the largest challenge for client-side marketers to date.

The data showed that IT and web development teams being major bottlenecks (54 percent), a lack of time to test and optimize campaigns (47 percent), and a desire for a single customer view without the necessary time, budget or IT resources (42 percent) were the three biggest “headaches” being faced. The inability to keep track of customers due to numerous devices and channels (41 percent) and budget constraints (41 percent) were also leading pain points for client-side marketers.

June 29, 2015: email-on-laptopA new Litmus study analyzed more than 400,000 emails in early 2015, finding that the more targeted an email was, the more likely it was to generate a higher open rate and get forwarded along to someone else.

According to the study results, “Among the more than 200 emails we examined from among the top 1 percent of most viral commercial emails, we were able to unmistakably identify 13 percent of them as segmented and another 16 percent as triggered—for a total of 29 percent. These emails generated 16,504 opens on average, placing them well within the small audience group of messages with fewer than 50,000 opens that exhibited much higher forward-to-open rates when compared to larger sends.”

June 24, 2015: When sponsored content by brand publishers isn’t clearly disclosed online, many users take note. This is according to a new report from the Reuters Institute for the Study of Journalism, which found that many online users don’t like dealing with advertising or branded content that interrupts their online experience.

In fact, 43 percent of users in the U.S. (and closer to a third in the UK) report that they feel deceived or disappointed when they consume content that is actually sponsored by a brand online.

branded content marketing

June 23, 2015: Customer Flow ChartThe “Value of Customer Experience in the Digital Age” infographic developed by The Economist Intelligence Unit shows that 64 percent of today’s C-suite executives intend to prioritize their investment in customer experience (CX) over the next three years.

According to the data, about 59 percent of executives say that they see better revenue growth as a result of making it a top priority. C-suite executives claim that in-person and digital communication are both important to CX today. However, the creators of the infographic predict a shift within the next three years.

June 22, 2015: The 2015 “State of the Influencer Engagement” report released by Augure has found that 74 percent of marketers intend to increase spending on influencer engagement in 2015 to bolster their business’ bottom line and brand reputation.

About 75 percent of respondents say that influencer engagement is effective in lead generation, while 76 percent claim that it’s efficient in terms of gaining customer loyalty. In terms of marketing and business, influencers are the individuals who have the power to impact purchase decisions. This is typically through their position, knowledge or relationships with other professionals in the industry.

effectivenes-influencer-report-augure

June 18, 2015: While it’s no secret that search engines (Google, Bing, etc.) drive significant traffic to websites, today’s marketers are faced with a number of challenges when it comes to SEO, with changing algorithms topping the list. This is according to Ascend2’s recent “Search Engine Optimization Survey” results.

In addition to adapting to these changing algorithms, about 38 percent cite budget constraints and 34 percent say managing keywords is their biggest obstacle.

Ascend2 Screenshot

June 17, 2015: According to a new survey by Kitedesk, social media has a significant impact on sales’ bottom line in a company, no matter the industry or marketing focus.

“The Ultimate Sales Guide to Crushing Your Quota: The Impact of Social Media Usage on Sales Performance and Corporate Revenue” report has other additional insights about how sales and social media are closely connected, including this statistic:

The percentage of sales professionals who missed their sales quota and had little or no
social media skills increased an astounding 50% from 2012 to 2014.

June 16, 2015: The “State of B2B Mobile Marketing” report published by Regalix shows that 67 percent of B2B marketers want to increase brand awareness through mobile marketing, making it the top priority.

After increasing brand awareness, respondents note that increasing customer engagement (62 percent) and boosting sales/revenue (48 percent) are key objectives with mobile marketing efforts.

Regalix Screenshot

Approximately 53 percent of B2B marketers surveyed say they have been using mobile marketing for between one and two years. Seventy-six percent say they have been somewhat effective in achieving their mobile marketing initiatives thus far.

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John Yeung

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