Industry News

May 21, 2015: A new report released by PulsePoint and Digiday found that by 2017, content marketing and native ad budgets will grow 59 percent and 46 percent respectively; potentially outpacing search and social budgets. 83 percent of marketers surveyed believe that content marketing will grow more programmatic by 2016 as well.

Report Screenshot

Nearly 60 percent of agencies and brands consider content marketing to be “very significant” to their marketing strategies. However, professionals say that they still face numerous challenges in terms of utilizing this tactic.

May 20, 2015: Salesforce has released its “2015 State of B2B Marketing Report,” which found that 60 percent of B2B marketers consider mobile as a “crucial enabler” and conduit of their overall sales. The report contains insights from more than 2100 B2B marketers from around the world.

Additionally, 21 percent stated their revenue was directly linked to mobile marketing, making it a strong indicator at almost 1/4 of all marketers polled. More than 85 percent of those surveyed find that loyalty, re-engagement, and mobile-exclusive deal campaigns are very effective, while the biggest majority use mobile website/app traffic, lead generation, and conversion rate as a way to track mobile marketing success.

May 18, 2015: A Forbes Insights study titled, “Reaching the Right Audience,” has revealed that almost all large companies consider digital video to be a key component of their marketing message or brand.

Approximately 91 percent of companies are using digital video, making it the top form of digital advertising in the given survey. About 76 percent are utilizing rich media, such as images, while 70 percent are using mobile in-app ads. As a result, about 46 percent of companies always validate that their digital video campaigns are reaching their target audience.

Forbes Survey

May 13, 2015: AnimotoThe “Online and Social Video Marketing Study” conducted by Animoto has revealed that four times as many online consumers would rather watch a video about a product than read about it. Additionally, 80 percent of them consider product videos to be important in the purchasing process.

About one-fourth of people say that they lose interest in a company that does not use video for content marketing. Approximately 56 percent say they believe that if a company has a website, it should also have video, highlighting the need for marketers to focus on this channel.

May 11, 2015: The “B2B Social Media Report” published by Brandwatch has found that Twitter is the top social platform for B2B brand mentions, with 73 percent of them happening on the site. In comparison, only 13 percent of B2B company mentions are found on Facebook.

Brandwatch Survey

About 47 percent of the B2B companies using Twitter said they have one account and 25 percent claim they have multiple accounts. However, not all companies are leveraging Twitter and its potential. While 53 percent of respondents said they broadcast and engage with other users on Twitter, 42 percent admitted to not having an account or any activity on the platform.

May 6, 2015:

Survey results published by CitationLabs in April 2015 revealed that 89 percent of SEO professionals believe that editorial links could help their SEO, as positive media coverage remains a strong search signal.

About 90 percent of respondents said that their existing link building skills were relevant to online public relations, highlighting the connection between SEO and PR. Additionally, approximately 72 percent of SEOs who have used PR in the past intend to seek more training.

“Online PR is a hot topic in search engine optimization,” said Garrett French, founder of CitationLabs. “Because of the growing demand, our tools now include the ability to find journalists and media outlets in all sectors – we see great growth in this area.”

May 4, 2015: A survey published in April 2015 by Clutch has revealed that only 56 percent of small businesses have responsive, mobile-friendly websites despite the positive business results they could yield.

While the data shows that 10 percent are unlikely to build a responsive design website in the future, 17 percent said that they have plans in place to do so.

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April 29, 2015: According to findings presented by eMarketer, many email marketers aren’t taking advantage of the more advanced targeting demographics available to today’s campaigns. In fact, data shows about 40 percent are mainly focusing on geographic targeting, as opposed to more specific metrics, such as customer spending, frequency of purchase, and customer profitability.

As seen in the graph above, the four lowest reported metrics used (all used by only 27 percent of email marketers polled) were: transaction activity/purchase behavior, open rate on email marketing offers, acquisition source, and website clickstream analysis.

April 23, 2015: MarketingAccording to the “2015 Digital Marketer Report” released by Experian this April, 31 percent of senior marketers claimed that marketing automation was their biggest challenge to date. As a result, 36 percent of them have made it their top priority for 2015.

“Automation is key in delivering true cross-channel campaigns,” wrote the authors of the report. “It enables the marketer to set up complex communications once, test as appropriate, track results for measurement and optimize accordingly.”

April 21, 2015: Landing Page ConceptAscend2’s recent “Landing Page Optimization” survey has revealed that increasing conversion rates (93 percent) is the most important objective for B2B marketers when it comes to landing page optimization. Improving lead quality (58 percent) and segmentation (30 percent) were also priorities for marketers, according to the report.

However, landing page success does not always come easy to marketers. Approximately 45 percent say that a lack of internal resources is their largest obstacle, while 41 percent claim that limited conversion-worth content is the top issue.

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