| What are the key trends in marketing? |
- Online advertising spend is $9.6 billion in 2004
- Up 26% in first half 2005 according to IAB/PwC
- Search marketing represents approx. 40% of online spend
Online Advertising $9.6B
Business Magazines $7.5B
Outdoor Advertising $5.9B
Source: Forrester Research, "US Online Marketing Forecast: 2005 to 2010", May 2005
Source: IAB/PwC FH 2005 Advertising Revenue Report, September 2005
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Source: CMO Magazine, "2005 CMO Reality Check Survey", June 2005
- The Internet is gaining credibility as a branding medium
66% said it's "just as or more effective" than other traditional offline media
Source: Forrester Research, "US Online Marketing Forecast: 2005 to 2010", May 2005
- Consumer adoption of the Internet is outpacing the current ad spend Online ad spend is just 6% of all ad spending expected to grow dramatically
But consumers spend 34% of their media time online
Source: Forrester Research, "US Online Marketing Forecast: 2005 to 2010", May 2005
The Web is becoming the hub of marketing
- The Web's total influence on overall business performance is growing and becoming better understood
- Over 50% of all travel and technology decisions are researched on the Web
- Direct online sales = 8%, but influence over 40% of all sales
- Fueling a direct marketing paradigm shift
- The most measurable channel
- The ultimate medium for segmenting, targeting and testing
Marketing is maturing into an ROI-driven discipline.
Marketing executives are feeling the heat
What's the average tenure of Chief Marketing Officer?
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The average tenure of CMO is less than the gestation period of an elephant.
CMO magazine, September 2005 |
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All marketing is now accountable
50% of CMOs are under a direct mandate to provide better metrics and measurement for the marketing department. IDC, 2004
"Companies who have established comprehensive measurement achieve superior financial returns and have higher CEO confidence in the marketing function." CMO Council, 2004
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But there's a confidence gap:
Nearly 90% of marketing executives believe measuring marketing performance is a top priority
Yet, less than 20% have developed meaningful, comprehensive metrics for their marketing organizations
Source: CMO Council, Measures + Metrics: Marketing Performance Measurement Audit, September 2004 |
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Seeking more actionable analysis
What is the most difficult aspect of analytics for your firm?
Source: Forrester Research, 2004
Seeking more accurate analysis
Which of the following factors are most important when selecting a vendor or application?
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Source: JupiterResearch Executive Survey, 2004
We recently conducted our own research
Hundreds of professionals took the "Web Marketing Confidence Survey" through our interactive webcast.
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Only 5% of marketers are very confident
How would you rate your current confidence level in the measurements of your web marketing efforts? |
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Only 20% have a comprehensive set of metrics
What metrics do you currently use to measure marketing campaign performance? |
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