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B2B
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B2C B2B
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Webmarketing123 State of Digital Marketing
Each year, brands increase their level of engagement with social media.
Survey. Over 500 U.S. marketing professionals
B2C leads the way, with 42% “very” or “fully” engaged with social media,
— two-thirds B2B, one-third B2C—answered
compared to 27% for B2B. By a more broad measure, a full two-thirds of
questions about their objectives, results and
marketers now describe themselves as “moderately” to “fully” engaged with
budgeting for three channels of digital marketing:
social media. That said, 1 in 10 marketers still have no social media
Search Engine Optimization (SEO), Pay Per Click
presence at all.
These are the results of the 2nd annual
Advertising (PPC), and Social Media Marketing (SMM). The results show that generating leads and
•
on Social Media, and 8 out of 10 have reported leads or sales from
sales, as well as increasing brand awareness, are
their efforts.
the top objectives for digital marketers. Across company size and industry, digital marketers
F ollow the Money: 9 out of 10 digital marketers are spending money
•
B2C Marketers Discover LinkedIn: The number of B2C marketers
are adopting more sophisticated systems for
generating leads or sales via LinkedIn has increased 75% since last year,
measurement and attribution, boosting
while the number reporting sales from Facebook has declined nearly 20%.
confidence to increase or maintain budgets. •
•
•
As more sophisticated attribution tools become available, the number of
For B2B, lead generation is the top objective,
marketers able to attribute leads and sales to particular social channels
and SEO is twice as effective as PPC or SMM
more than doubled (leads from 15 to 31%, sales from 23% to 60%). But
for this purpose.
4 in 10 B2Cs and 2 in 10 B2Bs continue to find attribution completely
For B2C, boosting awareness and reputation
out of reach.
of their brands and products has doubled in importance since 2011, overtaking online sales as the top objective for digital marketing. •
TOP OBJECTIVES FOR DIGITAL MARKETING PROGRAMS
Budgets: 90% of marketers will increase or
B2B
maintain spending on SEO, PPC, and SMM. •
Still doing SEO in-house? Marketers using an agency are twice as likely to be highly satisfied with their campaign performance.
•
PPC: Only a quarter of marketers surveyed are
Increase Awareness
28%
Generate Leads
54%
#1
objectivE
highly satisfied with the performance of campaigns managed internally, compared to
Increase Sales
10%
B2C
one-third who work with agencies.
Increase Sales
26%
Increase Awareness
33%
#1
objectivE
Generate Leads
22%
© 2012
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Industry Demographics SURVEY PARTICIPANTS Is your company primarily B2B or B2C?
35% B2C
65%
B2B
COMPANY SIZE How many employees does your company have?
<50
51-200 201-1,000 >1,000
23% 21% 23% 32%
Companies responding to the survey include: Sony, Olympus, Phillips, IBM, Hitatchi, Cisco, Agilent, Microsoft, Citrix, Medtronic, Merck, Novo Nordisk, Blue Shield, ADP, Pitney Bowes, Monster.com, Angie’s List, GE, John Deere, Aramark, Thomson Reuters, Federal Express, Bose, and Nestlé.
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B2B
LEAD GENERATION IS THE #1 OBJECTIVE
Top objectives for digital marketing programs GENERATE LEADS
54%
INCREASE SALES
#1
objective
10%
INCREASE AWARENESS
28%
GENERATE SITE TRAFFIC
6%
BUILD ONLINE COMMUNITY
0.3%
OTHER
0.7%
While lead generation is by far the most common objective for digital marketing campaigns, brand and product awareness has nearly doubled in importance since last year. As budgets continue to grow, marketers are expanding their focus to include earlier stages in the sales cycle.
B2C
INCREASING BRAND AND PRODUCT AWARENESS IS THE #1 OBJECTIVE
Top objectives for digital marketing programs GENERATE LEADS
22%
INCREASE SALES
26%
INCREASE AWARENESS
33% 11%
GENERATE SITE TRAFFIC BUILD ONLINE COMMUNITY OTHER
#1
objective
6% 3%
Increasing brand and product awareness has become the #1 objective for B2Cs online. This is a marked change from last year, when online sales were the top priority.
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B2B engages more with Social, B2C discovers SEO
Compared to last year, nearly 50% more B2Bs now identify Social Media as having the most impact on lead generation (2011 vs 2012). In a similar vein, 20% more B2Cs now identify SEO as most impactful for lead generation (2011 vs 2012).
Which makes the biggest impact on lead generation?
20%
26%
PPC
59%
SEO
B2B
PPC
49% SOCIAL MEDIA
21%
SEO
B2C SOCIAL MEDIA
25%
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SEARCH ENGINE OPTIMIZATION
B2B
B2C
GOT SEO?
84%
80%
YES
YES
NO
NO
B2B
B2C
AGENCY OR IN-HOUSE?
16%
AGENCY
IN-HOUSE
NO SEO PROGRAM
20%
21% 27%
53%
63%
B2B
2%
B2C
BUDGETING FOR 2013 INCREASE BUDGET
43%
MAINTAIN BUDGET
DECREASE BUDGET
50%
5%
45%
55%
© 2012
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SEO Campaign Measurement
Are marketers measuring the right things? The most common measures of SEO performance are the volume of traffic, organic traffic, and the number of keywords appearing on page 1, which give no insight into financial impact. Fewer marketers are employing more sophisticated measures of SEO performance, such as number of qualified leads or sales attributable to organic search.
NOT ALL MEASUREMENT IS CREATED EQUAL How does your company measure the effectiveness of your SEO program? Check all that apply.
OVERALL VOLUME OF TRAFFIC
Basic: Easy to implement but no measure of financial impact
51%
VOLUME OF ORGANIC TRAFFIC
49%
NUMBER OF KEYWORDS ON PAGE 1
47%
NUMBER OF QUALIFIED LEADS
Advanced: More indicative of financial impact, more challenging to implement
36%
LEADS OR SALES ATTRIBUTABLE TO ORGANIC SEARCH NOT SURE WHAT TO MEASURE
34% 10%
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MEASURING THE SUCCESS OF SEO PROGRAMS Remains A CHALLENGE
More than 3 in 10 respondents indicate that “difficulty in measuring SEO results” was their top frustration with SEO.
7 in 10 companies are unable to accurately attribute leads or sales to organic search. 1 in 10 companies have no measurement system in place.
THREE STAGES OF MEASUREMENT SOPHISTICATION While there are many ways to measure
40%
40%
SEO performance, they can be broadly categorized as basic or advanced (see previous table, p.7). The survey results suggest that marketers are likely to be at one of three stages, with a “measurement gap” between the least and most
20%
sophisticated. This gap holds true regardless of company size, industry, and whether SEO is managed internally or through an agency. We believe this
STAGE 1: MEASURES SEO BY MEANS OF 1-3 BASIC METRICS
STAGE 2: MEASURES SEO BY 1-3 METRICS, INCLUDING 1 ADVANCED METRIC
STAGE 3: MEASURES SEO BY 3-5 METRICS, INCLUDING 1 OR MORE ADVANCED METRICS
reflects a growing gap between companies with competence in analytics and attribution and those without.
Without Sophisticated Measurement, Satisfaction and Investment are Lacking 5 in 10 measurement-challenged marketers feel neutral to negative about their SEO performance. Marketers who said that they don’t know how to measure SEO performance are significantly less satisfied with their results, and less likely to increase their SEO investment.
© 2012
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PAY PER CLICK ADVERTISING
B2B
B2C
GOT PPC?
64%
73%
YES
YES
NO
NO
B2B
B2C
AGENCY OR IN-HOUSE?
36%
AGENCY
IN-HOUSE
27%
NO PPC PROGRAM
42%
44%
31%
20%
B2B
11%
B2C
BUDGETING FOR 2013 INCREASE BUDGET
MAINTAIN BUDGET
DECREASE BUDGET
31% 58%
8%
40% 52%
© 2012
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Satisfaction levels consistently higher when working with agencies AGENCY
IN-HOUSE
21% highly satisfied with SEO program performance
11%
SEO
20% highly satisfied with PPC program performance
15%
PPC
21% highly satisfied with Social Media program performance
10%
SOCIAL MEDIA Marketers working with an agency (as opposed to in-house) are twice as likely to be highly satisfied with SEO and Social Media, and significantly more likely to be highly satisfied with PPC.
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Social media
B2B
B2C
GOT SOCIAL MEDIA?
90%
91% YES
YES
NO
NO
B2B
B2C
AGENCY OR IN-HOUSE?
10%
5%
AGENCY
IN-HOUSE
14%
NO SOCIAL MEDIA PROGRAM
13%
83%
85%
B2B
3%
B2C
BUDGETING FOR 2013 INCREASE BUDGET
MAINTAIN BUDGET
DECREASE BUDGET
41% 56%
2%
52% 46%
© 2012
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SOCIAL MEDIA ENGAGEMENT B2C marketers are ahead with 70% moderately to highly engaged (40% highly engaged), but B2B is catching up, with 63% at those levels of engagement (27% highly engaged), Overall, only 1 in 10 have no social media program. B2B VS. B2C How would you describe your company’s engagement with Social Media?
B2B
36%
B2C 27% 20%
10%
31%
30%
19%
9%
NO INVOLVEMENT
8%
SOMEWHAT INVOLVED
MODERATELY INVOLVED
VERY INVOLVED
10%
FULLY INTEGRATED
B2B
B2C
63%
70%
PERCEPTION
B2B marketers are far less engaged than B2C in Social Media
REALITY
B2Bs are closing the gap. 63% of B2Bs are engaged with social media, vs. 70% of B2Cs.
% marketers who are moderately to highly engaged with social media
© 2012
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Spending Money on Social Media
B2C
B2B
40%
65%
39%
23%
30%
39%
14%
17%
6%
14%
MAKING MONEY from Social Media
% of Marketers who Generated Leads from Social Media
% of Marketers who Generated Sales from Social Media
B2C
B2B
67%
39% 19%
39%
44%
21% 9%
23%
43%
30% 14%
19%
7% 3%
15% 7%
3% 1%
13% 6%
Across the board, marketersâ&#x20AC;&#x2122; social media expenditures are producing revenue opportunities.
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SOCIAL MEDIA: INVESTMENT CONTINUES, ATTRIBUTION STILL A CHALLENGE
9 out of 10 digital marketers are spending money on Social
Media, and 8 out of 10 have reported leads or sales from their efforts. As expectations rise, marketers are staffing up and 95% of Social Media engagers now manage their own Social Media campaigns (up from 85% last year).
Attribution challenges continue: 4 in 10 of marketers in our
survey are unable to attribute sales or deals specifically to Social Media marketing.
Despite the inability to directly attribute revenue to Social Media, 95% of companies intend to increase or maintain their spending on Social Media next year. B2C marketers are increasing their spending on Social Media faster than B2B, but no one is taking their foot off the gas (5 in 10 B2C marketers and 4 in 10 B2B marketers will increase budgets).
B2B
Social Media Analysis
B2C
Social Media Analysis
90% of B2Bs have some level of Social Media engagement,
90% of B2Cs have some level of Social Media engagement,
with 63% describing themselves as moderately to fully engaged,
with 70% describing themselves as moderately to fully
and 25% “very” to “fully” engaged. The majority of this group
engaged, and 40% “very” to “fully” engaged. Like their B2B
are seeing a return on their investment. Top areas of investment
counterparts, the vast majority of B2Cs (90%) are managing
(for the 60% that spend) are Facebook & LinkedIn (where 40%
their Social Media in-house, and 70% are spending money
are active), and Twitter (30%). On these platforms, nearly
on it. Two-thirds of B2Cs are active on Facebook and
all advertisers are generating leads, and roughly half have
generate leads this way, and more than half of them see
closed deals.
closed deals. Across the board, roughly half of Social Media
It’s notable that 20% of the marketers active on Social Media aren’t sure if they’re generating leads, and a full 40% aren’t sure if they’ve closed sales attributable to Social Media.
efforts see measurable results (for example, 14% of B2C marketers are active on Pinterest and 6% get sales or deals from it.) The number of B2Cs generating leads via LinkedIn has increased 75% since last year, while the number
Clearly, marketers are still struggling to measure and attribute
reporting Facebook as a source of sales declined nearly
the value of their investment. Despite the lack of consistent
20% (from 48% to 39%). 50% of B2C marketers will
results and attribution challenges, 41% of marketers plan to
increase their investment in Social Media and 47% will
increase their Social Media budgets, and another 56% will
maintain spending.
maintain their budgets.
© 2012
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The second annual Webmarketing123 State of Digital Marketing Survey was conducted online in July of 2012. Over 500 U.S. participants completed the surveyâ&#x20AC;&#x201D;all individuals who responded to an email invitation sent to marketing professionals. Participants answered questions using an online survey tool. For more information about the survey, please contact marketingteam@webmarketing123.com.
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