Summary of Adobe’s Digital Marketing Survey Results
The vast number of avenues in which to digitally market is mind-boggling, and there is no way you can cover all of the bases. A business must choose wisely how to invest their digital marketing budget. What’s more, marketing companies clamor for your business, each with their own “best” way to help you enhance your bottom line. Where should your company focus your spending?
Read on and you’ll learn four key areas where the experts plan to invest their marketing dollars in the next twelve months.
They use a wide range of tactics, experience bigger payoffs, and set standards for the competitive market of today. In early 2016 Adobe surveyed 735 digitally mature companies around the globe to learn their digital marketing priorities. The survey questioned where they intend to spend their marketing dollars, and their specific strategies that they will implement in the next twelve months. Of course, not all of these strategies are feasible in a smaller business, but there are some take-aways that can be useful. Some of the points of these results I already covered in my Fall 2016 Social Media Tips.
Read the full report HERE, but a summary of the results follows.
Among the 735 companies surveyed, there was a 27 % increase in the number of companies using mobile applications.
14% increase in companies using adaptive websites, meaning they personalize communications to consumers based on behaviors on their digital channels.
More companies plan to increase their budgets over the next 12 months in the areas of mobile, analytics, optimization, social marketing, and content management. Top priorities for spending in the next twelve months are analytics, optimization, and mobile.
30% of surveyed companies stated that digital marketing has definitely helped them differentiate their brands.
94% believe that digital marketing is worth the investment, however, the top three digital growth obstacles are resources, staffing, and budget.
Advanced marketing organizations utilize a data driven culture. They take a holistic approach to data extraction in which all departments can access testing and optimization techniques, not just marketing. Henceforth, these companies drive more traffic to their sites, and analyze more efficiently where the traffic is coming from.
More importantly, efficient use of site tags is crucial to the analytical process as they can help to evaluate the overall effectiveness of a campaign.
Adobe’s survey results identified four focus areas of digitally mature organizations.
Data Driven Marketing
Digitally advanced organizations are tapping into data that allows them to personalize messages and predict customer behavior. The data gives them the ability to follow their customers to all of their devices in order to deliver a consistent and meaningful message. As a result, companies plan to invest more marketing dollars into technology that assesses content and measures engagement. Ultimately, they want to understand how to make content more engaging and interactive.
Globally, digitally advanced organizations surveyed plan to increase their digital analytics by 41% over the next three years.
The types of analytics that companies plan to use, that they have not previously used is evidence of this growing trend. Notably, these types of analytics are predictive, omnichannel, and customer journey analytics, audience segmentation, automated behavior targeting, email optimization, and ROI measurement. In addition, 69% of all organizations surveyed stated they use CRM (Customer Relationship Management) Software to enhance customer profiles. Therefore, the focus is basically centered around evaluating customer behavior and formulating strategies based on those learnings.
Organizations spend more energy on relevant content that is more personally geared towards consumer’s needs. 92% of organizations surveyed said that content marketing is important. As a result, since there are so many different groups, perspectives, needs, and channels to find a business, the need to automate personalization becomes a priority. Although less than half of these organizations automate experience, of the ones who do, 91% of digitally advanced companies say that automation improved their website KPI’s (Key Performance Indicators), and 74% say it improved their mobile KPI’s.
“Mobile First” is the new mantra, per this report. Companies design their websites with mobile responsiveness in mind first vs. the old way to develop for desktop then retrofit for mobile. Alternatively, they develop a stand-alone mobile app along with a separate desktop website. In fact, mobile is the top area that organizations will spend money within the next twelve months, and the number of companies who use mobile applications will double in 2016. Mobile is the future, so make mobile a priority, and ensure that your organization uses data to determine success. With this in mind, analyze customer journey behavior so that your company understands how your consumers interact with your mobile content, and invest in areas that create a seamless experience.
For this reason, journey and cross-channel analytics have a high priority for marketing investment in the upcoming year. Identify the strengths of each channel, adapt your message for each one, but ensure cohesiveness. All of your channels should work together to share data, content, and assets. Don’t forget email communications because email is here to stay. Companies include email as part of their overall strategy and investigate ways to make it more dynamic, personalized, and interactive.
Finally, invest in tools that help to understand the consumer journey across all the platforms.
The most advanced companies are investing in all four of the essential elements for digital maturity:1 Data based decision making 2 Relevant customer experience 3 Mobile integration 4 Creation of a customer journey that flows across all channels.
Going forward, some questions to ask of your organization:
- Do you have a strategy and is a company-wide effort in place?
- Have you studied your competitor’s efforts at digital maturity?
- Are you utilizing tools that produce data that will help with strategy and to enrich consumer experience?
- Are you utilizing mobile technology?
- And finally, are you cohesively engaging your consumers across all channels?
Need help answering these questions, gathering data, or developing a digital marketing strategy for your organization?