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Email Outperforms Social Media, Paid Search for ROI - eMarketer

Email Outperforms Social Media, Paid Search for ROI - eMarketer | The MarTech Digest | Scoop.it
From www.emarketer.com - January 3, 2017 11:20 AM
In general, email continues to be the most cost-effective choice when measured up against other digital marketing tactics. Email had a median ROI of 122%, according to US marketers polled June 2016 by the Data & Marketing Association and Demand Metric. Email’s ROI was well above those for digital marketing approaches like social media and paid search, the study found.

Small- and medium-sized (SMB) retail businesses are especially drawn to email marketing. A March 2016 study by WBR Digital and emarsys, found four-fifths of the US SMB retail professionals believed email helped contribute to both customer acquisition and retention—well above the percentages of respondents who said the same of other digital tactics
Marteq's insight:

FWIW...

 

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more. #MarTech #DigitalMarketing

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CMOs: Marketing Budget Growth Expected; ROI Problems Persist - Marketing Charts

CMOs: Marketing Budget Growth Expected; ROI Problems Persist - Marketing Charts | The MarTech Digest | Scoop.it
From www.marketingcharts.com - August 27, 2015 4:59 PM
CMOs in the US expect marketing budgets to rise by 5.5% in the next 12 months, according to the latest edition of the biannual CMO Survey [pdf] from Duke University’s Fuqua School of Business. While CMOs’ level of budget optimism is weaker than in the February edition of the study (+8.7%), it’s stronger than in August 2014 (+5.1%) and 2013 (+4.3%).


The results strike a familiar tone when breaking out planned spending on digital marketing versus traditional media advertising. In this latest study CMOs said they expect digital marketing spending to grow by 12.2%, while traditional advertising spend is predicted to contract by 2.1%. That marks the 8th consecutive edition of the study in which slight declines have been predicted for traditional spend. For most of that period, digital marketing spending growth has been expected to be in the double digits."


This scoop comes to you compliments of marketingIO.                                                          

Marteq's insight:

Demonstrating ROI is the single largest threat to the MarTech revolution.

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CMOs See Budget Hikes on the Horizon, But ROI Proof Remains Elusive - Marketing Charts

CMOs See Budget Hikes on the Horizon, But ROI Proof Remains Elusive - Marketing Charts | The MarTech Digest | Scoop.it
From www.marketingcharts.com - February 24, 2015 5:21 PM

â–ş About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. â—„

Marteq's insight:

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

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Ecommerce Research Chart: ROI on marketing spend - Sherpa

Ecommerce Research Chart: ROI on marketing spend - Sherpa | The MarTech Digest | Scoop.it
From www.marketingsherpa.com - October 1, 2014 7:17 PM
How can marketers get bigger budgets? More resources? More buy-in and authority from business leaders?The answer lies in three little letters that loom large over every marketing department — ROI.Read on to see median ROI data from companies at different revenue levels, ranging from just under $10,000 per year to nearly $1 billion in overall revenue.

 

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â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).v

Marteq's insight:

50%? Really? Why not double the spend to reap the rewards? 

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Three Things Marketers Must Do To Demonstrate Their Worth - Forbes | #TheMarketingTechAlert

Three Things Marketers Must Do To Demonstrate Their Worth - Forbes | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.forbes.com - February 12, 2014 7:26 AM


Basic/ Excerpt...


One of the biggest disconnects between marketing and senior management is metrics. Marketers focus on intermediate brand-equity measures; senior management focuses on revenue growth. Last year I watched this disconnect play out in the boardroom of a large financial services corporation. While the CMO talked about the importance of creating an iconic marketing campaign, the sales director focused on what generated the most sales. Which do you think had more credibility with the CEO? Marketers need to identify how the intermediate brand-equity measures lead to positive behavioral outcomes if they are to be taken seriously.

 

Above all, marketers need to build bridges to the rest of the organization. Everything a brand does impacts how a customer thinks, feels and acts. If marketing is limited to the domain of “advertising,” it will never be effective. Marketing’s job should be to help build, reinforce and enhance meaningfully different experiences that resonate with customers and drive their predisposition to buy the brand and pay a premium for it.

 

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Marteq's insight:

And another 101 article, which is B2C oriented. However, I found value towards the end, and found it somewhat curious that major B2C companies need to learn the lesson of measurability.

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seanhoneycombe's curator insight, October 1, 2014 8:04 PM

The three main ideas discussed by Forbes regarding how to create value and equity to your brand are very interesting. I agree with all three stages and particularly enjoyed the idea that "marketers need to build bridges to the rest of the organization" in order to connect with the market and be successful 
Sarah Hollier's curator insight, October 2, 2014 1:00 AM

This article highlights the importance of brand equity, and how everything a brand does influences the customers perception. In order to do this marketers must build bridges with the rest of the organisation.
Sophie Pagani AUT's curator insight, October 5, 2014 12:53 AM

This article was interesting because they identify 3 important factors to increase brand equity. The first is to identify your brand's difference in the market place. This is greatly important as there is a lot of clutter products and brands need differentiation to become memorable and distinctive which will then increase their brand equity.  The second point made in the article is to focus on positive brand experiences. If they ensure the customer's have a positive experience the will develop a positive view towards the brand and increase the brand equity. The final point is about communicating the overall profit from the marketing as if they are not gaining profit from what they are are promoting, then the business will fail. 
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Marketing ROI in B2B: Why is it so hard, and what can we do about it? - Biznology | #TheMarketingAutomationAlert

Marketing ROI in B2B: Why is it so hard, and what can we do about it? - Biznology | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From www.biznology.com - January 6, 2014 6:12 AM

Intermediate/ Digest...


Marketers produce campaigns to generate an inquiry, then qualify that interest with a series of outbound communications, and finally pass the qualified lead to a sales rep for follow up. From that point, it can take more than a year to close, and involve a slew of people on the customer side, from purchasing agents, to technical specifiers, to decision-makers.

 

The sales process is also complex, involving not only the face-to-face account rep, but also sales engineers, inside salespeople, and others. They help get all the buyers’ questions answered, negotiate the terms, deliver, install and trouble-shoot the product, and do whatever else needs to be done to satisfy the customer’s needs.

 

So, consider the difficulty of establishing the numbers that go into an ROI calculation in this kind of situation. You can’t blame B2B marketers for throwing up their hands and relying on interim metrics like response rate and cost per lead.

 

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Marteq's insight:

The author offers an approach to ROI in the post, so click through to review.


Marketing ROI as a separate entity doesn't make any sense, because it cannot stand on its own without Sales. The more practical approach is total cost of sales and marketing as the basis for ROI building, then negotiating with the CFO on the marketing budget to show the impact of spending flucuations on future revenue streams.

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A Free, Customizable Template to Help You Prove Marketing ROI [+ SlideShare] - HubSpot | #TheMarketingAutomationAlert

A Free, Customizable Template to Help You Prove Marketing ROI [+ SlideShare] - HubSpot | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From blog.hubspot.com - October 2, 2013 6:11 AM
Learn how you can create a dazzling metrics report that'll prove the ROI of your marketing.

 

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Marteq's insight:

And you can download their monthly marketing reporting templates for Excel and PowerPoint here.


More 2014 assistance today!

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B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From blogs.forrester.com - September 5, 2013 7:15 AM

Condensed...


In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.

Marteq's insight:

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.


  • See the article at from blogs.forrester.com
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How to Show ROI of Content and Inbound Marketing to Your CEO - ClickZ | #TheMarketingAutomationAlert

How to Show ROI of Content and Inbound Marketing to Your CEO - ClickZ | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From www.clickz.com - August 15, 2013 1:22 PM
As we move forward in our data-driven business world, the companies that can integrate all their teams, processes, and tools together will be much more efficient and see better results.


Excerpt...


As we move forward in our data-driven business world, the companies that can integrate all their teams, processes, and tools together will be much more efficient and see better results. In the case of inbound marketing (especially content marketing), integrating your systems together into a closed loop tracking system is the key for showing ROI from your team's efforts. With a closed loop tracking system you will be able to track an individual throughout her entire buying lifecycle, from her initial interaction with your brand to the point that she becomes a brand evangelist.

 

Now, I know this is not as simple as flipping on a light switch. For organizations that currently do not have a closed loop tracking system in place, it will require a great deal of time, money, and commitment to get a system in place to maintain it. But it will be essential in moving forward in our increasingly data-driven world.

 

Once you have a closed loop tracking system in place, it is actually very easy to show the impact your content has on driving leads and converting customers. At our agency we use HubSpot to manage our internal and client inbound marketing efforts. When connected with your CRM, HubSpot's reporting tool will give you breakdowns on exactly which channels are producing visits, leads, and customers.

Marteq's insight:

A simple response to the title of the article could be "Install marketing automation." But the larger picture is this: MA provides you with many benefits, but especially a means by which to PROVE ROI. And if you can continually prove ROI, where do you think investment dollars will be allocated? You bet! Cross the damn chasm!


  • See the article at www.clickz.com
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Tech companies to increase marketing budgets 3.7% | BtoB Magazine

Tech companies to increase marketing budgets 3.7% | BtoB Magazine | The MarTech Digest | Scoop.it
From www.btobonline.com - May 2, 2013 9:25 AM

Excerpt...


Technology companies expect to increase their marketing budgets 3.7% this year over last, according to IDC's “2013 Tech Marketing Barometer,” released earlier this month.


The tenth annual study was based on an online survey of 64 senior marketing executives at large technology companies conducted between Jan. 15 and Feb. 26. Average revenue at the companies surveyed was $4.6 billion.


“Marketing budgets will grow; but, for the fourth year in a row, marketing budgets will lag behind revenue growth for tech vendors,” said Rich Vancil, group VP-executive advisory group at IDC, during a conference call with IDC clients.


Marteq's insight:

How does your company compare? Honestly, we're surprised by this number, as there needs to be infrastructure spending towards the overhaul of the marketing function to incorporate marketing technology. Is proving the ROI difficult?


  • See the article at www.btobonline.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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