Saturday, May 14, 2011

Research Brief on Digital Marketing Planning



Thursday, May 12, 2011



According to a new study from Adobe Systems, almost three-quarters of businesses plan imminent investments in website redesigns or significant site enhancements to improve ROI. The study, "Digital Marketing in the Next Decade," found the most-deployed tactic to date, used by 55% of respondents, was analytics tools for measuring and optimizing website experiences. 82% say they plan to adopt the enhancements this year, up 8% from a year ago.

Time Frame Planned To Deploy Additional Features To Enhance Customer Experience
Time to Deploy% of Respondents
3 months
10%
6 months
22
9 months
13
12 months
37
Other
18
 Source: Adobe Digital Markting Trends Survey, May 2011
Mobile also is coming into its own as a marketing device, based on future plans. This year, iPhone apps are the most-planned deployment, cited by 27% of respondents, sharing the top spot with interactive catalogs. Just behind are iPad apps, advertising on social networking sites and branded social community pages, each cited by 25% of respondents.
1,941 participants in this year's survey represent businesses across diverse industries including  advertising and interactive agencies, media and publishing computer hardware, software and services and retail, headquartered primarily in North America, Western Europe and Japan.
73% of the businesses surveyed say they plan to invest in site redesigns or would otherwise make significant enhancements to improve their site's ROI. 82% say they plan to deploy those enhancements within the year, up 8% from a year ago.
Analytics tools for measuring and optimizing website experiences represent the most deployed tactic globally, used by 55% of the respondents. Social media and rich media tactics also rank among the most adopted. At least a quarter of all respondents have applied some executions in analytics, social media and rich media.
Mobile cracks the top planned deployments for the first time since the survey first began measuring its executions in 2009. iPhone apps are the most planned deployment, cited by 27% of the respondents. It shares the top spot with interactive catalogs, which leads planned deployments for the second year in a row.
Most Deployed And Planned Executions Globally (% of Respondents)
Top deployed executionsTop planned executions
Website analytics:
55%
Interactive catalogs & brochures
27%
Branded social community pages (e.g.,Facebook, Twitter)
40%
App-iPhone
27%
Blogs or micro-blogs
34%
Advertising on social networking sites
25%
Dynamic displays (banner, carousel, tabbed, grid views)
27%
App-iPad:
 25%
Campaign analytics:
26%
Branded social community pages:
25%
Animation:
26%
Blogs or micro blogs
24%
Source: Adobe Systems, May 2011
Rich media and merchandising tactics maintain their top effectiveness rankings by the highest number of people rating them "very effective." The features rated "very effective" by the most respondents belong to the rich media category, with multimedia product viewing (integrating images, video, Flash, audio, spin, etc.) taking the top spot, followed by videos and mobile product information.
The features that drew the most "very effective" ratings (actual or expected) by respondents who have deployed or plan to deploy them are:
  • Multi-media product viewing (integrated images, video, Flash, audio, spin, etc.): 39%
  • Videos for merchandising, advertising and demonstration: 36%
  • Product information on mobile devices: 36%
  • Product tours (combinations guided spin, zoom imagery, videos or animations with copy): 34%
  • Check inventory status, in-store or Web, on mobile devices: 34%
  • Visual filtering & advanced search on product features: 34%
  • Interactive catalogs & brochures: 34%
Personalization features continue to be among the least deployed tactics, yet collect some of the highest "very effective" ratings from people who have deployed them or are planning to deploy them. The personalization tactic with the highest planned rate is geo-targeted site content at 21%, with 30% of respondents rating it "very effective."
In the digital advertising category, serving impressions in social networking sites ranked first as the top planned execution at 25%, while in the analytics category, tools for measuring social ROI is the top planned at 21%.
The top investment priorities focused on mobile applications and branded social community presence:
  • Android phone apps (23%)
  • Apps for iPads and iPhones (21%)
  • Branded social community pages (18%)
While the no. 1 planned execution in North America is advertising on social sites (29%) and EMEA's is iPhone app (34%), the rest of the top planned deployments are more biased towards rich media. Interactive catalogs represent the second most planned execution in both regions. Among EMEA's top five planned deployments are 3-D visualization and multi-media product viewing; in North America, quick looks and rollover views also made the top cut.
Top Deployed Executions in North America (Executions With Deployed Rates Of 20% Or Higher)
Execution% of Respondents
Website analytics
51%
Branded social community pages (e.g., Facebook, MySpace, Twi­er)
44
Blogs or micro-blogs
34
Social sharing (post to social networking and bookmarking sites, e.g., Facebook, MySpace, etc.)
29
Facebook Like
26
Display ads
26
Advertising on social networking sites (e.g. Facebook, LinkedIn)
25
Multi-media product viewing (integrated images, video, Flash, audio, spin, etc.)
25
Email Friend
25
Dynamic displays (banner, carousel, tabbed, grid views)
24
Campaign analytics
24
Animation
23
Audio
23
User comments and reviews
23
Image ads
23
Mobile keyword search
22
Search landing pages
21
Content distribution (publish video & assets to social portals, e.g., YouTube, Facebook Wall)
21
Interactive catalogs & brochures
20
Social media analytics
20
Alternative images
20
Source: Adobe Systems, May 2011
For additional information and access to the complete PDF survey file please visit here.

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