Marketing is evolving fast these days, so it’s essential for marketers to stay on top of changes as they happen One great way to do that is to watch the data coming in from marketing studies and surveys. I’ve been reading articles on some recently-released research this week.
The research shows that marketers may soon face compensation changes that would bring their pay structure more in line with salespeople.
Other recent research tackles marketing ROI, email marketing’s effectiveness, marketing personalization and marketing trends in the Asia-Pacific region. Read on to learn more.
New Study Says 6 Changes Will Transform Marketing. Forbes: “Marketing will increasingly be seen less as a cost center and more as a source of revenue – With the intense focus placed on CMOs to drive demand in an accountable manner, this is a positive future state. I’ve begun to hear marketing leaders talk about ‘their quota,’ which is often measured as revenue driven by incremental leads directly attributable to marketing activities. Marketo’s Miller wonders if this will lead to compensation system changes for marketing leaders. ‘Historically, sales compensation has been much higher than marketing compensation — and rightly so, because sales took on a much greater share of the risk for driving revenue. But if marketing is going to carry a quota, say for pipeline creation, then theoretically if marketing meets its quota then sales should have enough pipeline to meet their quota.’”
Study: Two-Thirds of Marketers Unsatisfied with Email Marketing Efforts. KoMarketing: “According to a recent Adobe and Digital Marketing Association survey, two-thirds of today’s marketers are less than satisfied with their email marketing efforts due to a wide range of challenges. Looking into these challenges, the data shows that approximately 51 percent of people are being held back by email-only visibility (rather than a 360-degree view of customer interactions with their brand). Additionally, 41 percent said that a lack of ability to automate entire email campaigns was their top challenge, while 38 percent cited inefficient integration with other tools, such as analytics.”
Marketers Wrestle With ROI of Content, Study Says. Allvoices: “B2B marketers are struggling with measuring the ROI of blogs, infographics, white papers and other content. But the struggle isn’t as bad as it seems…if B2B marketers feel frustrated by proving ROI, the Content Marketing Institute offers this kernel of optimism: ‘Content marketing is different from other forms of online marketing in that it does not always deliver ROI quickly. It may take weeks or months for a piece of content to be discovered by people and the search engines.’”
Why Most Marketers Feel They Are Lagging in the Personalization Department. AdWeek: “While data-driven marketing made significant inroads in 2014, there remains a gap between good intentions and tangible action when it comes to big data and personalized marketing, a new survey suggests. According to Teradata’s 2015 Global Data-Driven Marketing Survey, 90 percent of marketing and communications executives are focused on obtaining customer data at an individual rather than a segment level. Personalization is widely seen as the next leap forward from customer segmentation, but too often it boils down to guesswork. That’s to say, not every thirty-something, BMW-driving homeowner with an engineering job necessarily has the same needs and interests.”
The Quest for Integration: 2015 Marketers’ Outlook Survey. Campaign Asia-Pacific: “Based on the findings of this year’s Marketers’ Outlook, conducted in association with Ipsos, the industry is realistic about the challenges it faces going into 2015. At the same time, there is cause for optimism: more than half expect business to grow and their own budgets to increase. When it comes to media channels, some are clearly more important than others. There is a focus on social, mobile and digital marketing, where marketers’ goals are for better integration between traditional media campaigns and their digital output. While over three-fifths have increased their involvement in social media marketing and mobile marketing in the past year, many still do not think their mobile is fully integrated with their traditional marketing campaigns.”
The post Marketing Studies and Surveys: The Latest Data appeared first on Allocadia.