Industry News

July 21, 2016: A new survey has discovered that marketers are confident their department’s power and influence will grow within their organization in the next few years. Additionally, more than half of marketers believe their companies will grow in revenue during this period of time as well.

The 2016 Marketers Confidence Index published by the American Marketing Association and Millward Brown Vermeer has found that 53 percent of marketers believe their companies will grow in revenue over the next few years while 60 percent said they believe the marketing function will grow in influence and power.

July 20, 2016: As marketers look to make emails mobile friendly, new statistics show that the efforts are necessary as customers are using their smartphones more often to read marketing emails.

In fact, the “2016 Email Marketing Metrics Benchmark Study” from IBM has found that 49 percent of emails are now read on mobile devices throughout the world.

email, marketing, email marketing

The study also looked at engagement rates according to how much time recipients look at emails. The majority (53 percent) say they “read” emails, which means they spend more than eight seconds looking over the messages. About 26 percent “glance” at emails, indicating that they spend two seconds on emails.

July 20, 2016: The recent “Sales Enablement Practitioner Survey 2016” from Highspot and Heinz Marketing found 70 percent of respondents agree that sales reps must have easy access to content in order to improve the quality of customer conversations.

Other top actions sales enablement teams are taking to improve sales effectiveness include increasing efficiency (75 percent), sharing best practices (63 percent), and improving training (63 percent).

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However, respondents agree that working in CRM, researching target accounts, attending internal meetings, and searching for content are all time-consuming activities that take away from their selling time.

July 19, 2016: Personalizing the customer experience is the most important goal for 70 percent of data-driven marketing strategies, according to new survey results from Ascend2.

Acquiring new customers (43 percent) and measuring data-driven marketing ROI (40 percent) round out the top three priorities for data-driven marketing.

data-driven goalsThe survey results show marketers are feeling positive about the current state of their data-driven marketing efforts; 37 percent consider their data-driven strategy to be “best-in-class” and 44 percent called their current strategy “above average” when compared to the competition.

data driven success

July 18, 2016: New research reveals that B2B marketers are feeling more pressure to generate leads in 2016.

A survey conducted by B2B Marketing and The Telemarketing Company has discovered that the majority of B2B marketers (59 percent) say they are “significantly” pressured to generate additional leads from upper management.

marketing, b2b, lead generation

However, there is still confusion surrounding lead generation and the ROI of new leads. About 24 percent said that sales and marketing do not have a shared definition of a “lead.” A quarter of respondents stated that they are “quite unconfident” or “very unconfident” in tracking leads from cold to close.

July 14, 2016: Targeting CustomersNew research shows that a majority of marketing professionals believe they are efficiently utilizing behavioral and attitudinal customer data to create content, but most content consumers are unsatisfied with how enterprises interpret their buying habits.

The “Inspire Customers With Emotionally Engaging Content” study conducted by Forrester Consulting on behalf of Persado has discovered that 89 percent of marketers claim they are “excellent” at using behavioral and attitudinal customer data. However, 58 percent of consumers believe that brands’ abilities to make a resonating offer is “poor.”

July 13, 2016: As more buyers turn to social media while conducting research, a new survey has discovered that it’s increasing in value to marketers and their organizations.

The “Social Media Marketing Survey 2016” from Clutch has revealed that 78 percent of enterprises consider social media to be more critical for business success compared to other digital marketing strategies.

social media, marketing

Facebook (95 percent), Twitter (74 percent) and LinkedIn (66 percent) are the most commonly used social media platforms for B2B enterprises.

July 12, 2016: Seventy percent of China’s newest internet users prefer to access the web via mobile devices, according to a new report published by iResearch China. In addition, the data shows the rate at which the Chinese are adopting mobile grew in 2015 as well, from 85 percent to 90 percent.

number and share

As of December 2015, the number of mobile internet users approached 620 million in China, with overall internet users reaching 690 million. The iResearch report drew data from the annual statistical report on internet development conducted by the China Internet Network Information Center (CNNIC).

July 11, 2016: A report conducted by 3Q Digital titled, “Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth” has discovered that two-thirds of senior marketers would not describe their department as integrated or efficient.

Furthermore, 60 percent of marketers who feel unfavorable toward their company’s organizational structure are twice as likely to be frustrated by their marketing strategy.

marketing, data, analytics

The report also honed in on the top challenges faced by today’s senior marketers. Along with organizational structure, the role of data was named a primary obstacle. Approximately 57 percent said it was not easy to tap into accessible data, and 46 percent were dissatisfied with the amount of information they can access at any given time.

July 7, 2016: New research has revealed that high-performing enterprise marketers consider digital customer experience (CX) transformation to be a mindset rather than a project, and they are realizing big payoffs as a result of their efforts.

The “Expectations vs. Experience: The Good, The Bad, The Opportunity” report from Forrester Consulting and Accenture Interactive has discovered that 71 percent of high-performing marketers believe their customer experience is consistent across all digital channels and touchpoints. However, just 58 percent of all other marketers said the same.

marketing, customer experience, cx, analytics, data

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