Post by account_disabled on Mar 10, 2024 23:36:11 GMT -5
The term digital marketing refers to all those marketing activities that are designed and delivered via the web and digital devices. This is an increasingly significant part of corporate marketing, so much so that we should get used to simply calling it marketing. To get an understanding of current trends, Altimeter conducted a survey of 500 senior digital marketers with over 1000 employees in the US, Canada, UK, France, Germany and China. Here are the aspects that I find most interesting. The main objective of marketers remains the classic one of "brand awareness" (37%), followed by "lead generation" (26%) which also signals the push towards greater attention to business metrics.
Only 20% mention “customer experience”. "the main objectives of the India Mobile Number Data marketing strategy" The current marketing challenges concern the difficulty of finding adequate , increasingly transversal professionals on the market (55% but 61% among Europeans) and of being able to transfer innovations (digital practices) to all company departments (54%). Unfortunately, other problems also remain: proving the effectiveness of marketing on business results, acquiring the right support technologies ( martech ), obtaining support and investments from top management. The most sought after marketing professionals include data analysis (41%), software and automation experts (38%) and User Experience Design (36%). The demand for SEO and advertising planning professionals is now very low.
The most used metrics to define the success of activities concern the degree of customer loyalty or Customer Lifetime Value (61%) and the impact on revenues (55%). As if to say that, despite a general objective of brand awareness, top management is pushing for a type of sales-oriented marketing. "metrics used to measure marketing" To understand the level of maturity of the function, we were asked whether the "digital customer journey" had been mapped. 62% responded positively and 37% said they are doing so or will do so. 62% also declared that they had prepared a framework for customizing content with respect to the different touchpoints . The highest performing channels are social media , including paid opportunities (69%) and the website (56%) which is used for both lead generation and direct sales. Low consideration of apps and email.
Only 20% mention “customer experience”. "the main objectives of the India Mobile Number Data marketing strategy" The current marketing challenges concern the difficulty of finding adequate , increasingly transversal professionals on the market (55% but 61% among Europeans) and of being able to transfer innovations (digital practices) to all company departments (54%). Unfortunately, other problems also remain: proving the effectiveness of marketing on business results, acquiring the right support technologies ( martech ), obtaining support and investments from top management. The most sought after marketing professionals include data analysis (41%), software and automation experts (38%) and User Experience Design (36%). The demand for SEO and advertising planning professionals is now very low.
The most used metrics to define the success of activities concern the degree of customer loyalty or Customer Lifetime Value (61%) and the impact on revenues (55%). As if to say that, despite a general objective of brand awareness, top management is pushing for a type of sales-oriented marketing. "metrics used to measure marketing" To understand the level of maturity of the function, we were asked whether the "digital customer journey" had been mapped. 62% responded positively and 37% said they are doing so or will do so. 62% also declared that they had prepared a framework for customizing content with respect to the different touchpoints . The highest performing channels are social media , including paid opportunities (69%) and the website (56%) which is used for both lead generation and direct sales. Low consideration of apps and email.