2014 state of inbound marketing - nowspeed
TRANSCRIPT
WWW.NOWSPEED.COM WWW.NOWSPEED.COM
Accelerate Search Results
2014 State of Inbound Marketing
Elements of Success
Nowspeed Marketing Survey Results
WWW.NOWSPEED.COM
Elements of Success In order to be successful with Inbound Marketing, you need to
master 5 critical elements of your organization.
Strategy
People
Technology Brand
Results
Nowspeed surveyed
organizations to
determine how
successful they
were in each of
these areas in order
to allow companies
to compare
themselves to their
peers and improve
their results.
WWW.NOWSPEED.COM
Inbound Marketing Programs
The following report provides the survey results and highlight the areas that were strongest and weakest in each of the following areas of inbound marketing.
– Website
– Organic Search Engine Optimization
– Digital advertising and Paid Search Advertising
– Email Marketing
– Marketing Automation
– Social Media Marketing
– Mobile Marketing
WWW.NOWSPEED.COM
Strategy
A solid strategy means that there is clear understanding of the goals of the program, and that there is strong alignment with the resources, people and tactics employed.
Successful inbound campaigns are fully integrated to leverage the content, offers, creative designs and messaging used by other programs. Some channels reported that they were fully integrated, while others reported very little integration.
Strategy
People
Technology Brand
Results
WWW.NOWSPEED.COM
Inbound Marketing Strategy
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
How confident are you of your Inbound Marketing Strategy in each area?
N/A - Not Applicable
1- No Strategy
2
3
4
5 - Solid and Powerful Strategy
•Email and SEO strategies were ranked the strongest.
•Mobile and Marketing Automation strategies were ranked as weakest.
WWW.NOWSPEED.COM
Integration
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How Integrated is each area with other areas of Marketing?
N/A - Not Applicable
1 - This area is a silo that does not communicate well with other areas
2
3
4
5 - This area is completely integrated with all other relevant marketing areas
•Website and Email teams reported the highest integration with others.
•Search, Social media and mobile departments were most often reported as silos.
WWW.NOWSPEED.COM
People
Some organizations have strong internal teams, while others tend to outsource their programs to agencies and consultants. This question highlights where organizations have decided to invest in internal skills.
An organization can be successful with a strong set of partners and vendors who have the skills necessary to manage their key programs.
Strategy
People
Technology Brand
Results
WWW.NOWSPEED.COM
Internal Team
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How competent is your Internal Team in each area?
N/A - Not Applicable
1 - Few skills in this area
2
3
4
5 - World Class Experts
• Internal Website and Email teams were ranked the strongest.
• Internal Mobile and Digital Advertising teams were ranked the weakest.
WWW.NOWSPEED.COM
External Team
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How competent is your External Team of Agencies and Partners in each area?
N/A - Not Applicable
1 - Few skills in this area
2
3
4
5 - World Class Experts
• Website and SEO External teams were ranked the strongest.
• Mobile, Social and Email External teams were ranked the weakest.
WWW.NOWSPEED.COM
Technology and Innovation
Marketing Technology is changing rapidly and organizations must learn to take advantage of the best tools and software available.
In the rapidly changing world of Internet Marketing, it's critical to be innovative in your use of content, tools and technology.
Strategy
People
Technology Brand
Results
WWW.NOWSPEED.COM
Tools and Technology
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How good are the tools and technology you are using in each area?
N/A - Not Applicable
1 - The tools we use are terrible
2
3
4
5 - Best-in-Class Tools and Technology
• Email marketing and Marketing Automation reported the best technology.
• Digital Advertising and Mobile reported the weakest technology.
WWW.NOWSPEED.COM
Innovation
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How Innovative is your organization in each area?
N/A - Not Applicable
1 - Not Innovative: We've been doing the same thing for years
2
3
4
5 - We use the Latest and Most Innovative Techniques
• Marketing Automation and Social Media marketing teams reported the
highest levels of innovation.
• Search and Mobile marketing teams reported the least innovation.
WWW.NOWSPEED.COM
Brand – Content and Design
Successful organizations have strong brands with good design throughout their campaigns. Good design will build the brand and result in more effective campaigns.
Every inbound marketing program requires content, whether its for a web page, an advertising landing page or a blog post. High quality content can make the difference between a successful campaign and poor results.
Strategy
People
Technology Brand
Results
WWW.NOWSPEED.COM
Brand and Design
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How Powerful is your Brand and Design in each area?
N/A - Not Applicable
1 - Inconsistent and Weak
2
3
4
5 - Powerful Design with Strong and Consistent Branding
• Website and Email teams reported the best brand and design.
• Mobile and Digital Advertising reported the weakest brand and design.
WWW.NOWSPEED.COM
Content
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
How strong is the Content (Video, White Papers, Blog, etc.) you have for each area?
N/A - Not Applicable
1 - Very Little Good Content
2
3
4
5 - Excellent content and clear editorial calendar
• Website and Digital Advertising reported the best content.
• Social media and mobile marketing reported the weakest content.
WWW.NOWSPEED.COM
Results
All marketers want to deliver a strong ROI, but many campaigns are difficult to measure. Several channels reported strong results with good reporting and metrics in place, while other channels struggled to show a clear ROI.
Several areas reported rapid budget growth which is a vote of confidence on that channel. Other areas were growing more slowly, and only two areas, digital advertising and marketing automation, reported a modest slowdown in spending.
Strategy
People
Technology Brand
Results
WWW.NOWSPEED.COM
Budget Allocation
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How has your budget allocation changed in each area?
N/A - Not Applicable
1 - We are lowering our investment in this area
2
3 - Budget will remain the same
4
5 - We are increasing our investment in this area
• Budgets are increasing fastest in SEO, Digital Advertising and Marketing Automation.
• Social Media and Mobile Marketing budgets are not increasing as fast.
WWW.NOWSPEED.COM
Return on Investment (ROI)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How good is your Return on Investment (ROI) in each area?
N/A - Not Applicable
1 - Not great or difficult to measure
2
3
4
5 - Strong Results and Clear ROI with Good Reporting
•Email marketing and Website investments showed the highest ROI.
•Social Media Marketing and Mobile Marketing showed the lowest ROI.