An Overview Technology Marketing Benchmark Survey 2011.
-
Upload
hugo-poole -
Category
Documents
-
view
217 -
download
2
Transcript of An Overview Technology Marketing Benchmark Survey 2011.
An Overview
Technology Marketing Benchmark Survey
2011
Setting the scene
Typical respondent:
• UK based
• Had marketing qualifications
• Budget holder or influencer
• From wide range of different sized client-side organisations
Overall importance of ROI is clear
felt that ROI was “essential” or “very important” when defining marketing strategy
thought the importance of demonstrating ROI had increased in the last 12 months
91% 68%
Some good news in spite of economic conditions
Net increase in the size of marketing functions within the technology sector over the last year.
Considerable optimism over budgets for the next 12 months.
Most marketers feel well respected within their organisations
Stay Same Decrease 2%
Decrease Stay Same 15%
Decrease Decrease 6%
Last 12 Months Next 12 Months (Expected)
Percentage
Increase Increase 28%
Stay Same Increase 17%
Increase Stay Same 9%
Decrease Increase 7%
Stay Same Stay Same 14%
Increase Decrease 2%
Marketing budget change over time
Clear Net Increase
54%
Stable / Fluctuating
23%
Clear Net Decrease
23%
Marketing objectives sought to achieve
Primary objective
42%
16%
19%
3%
5%
3%
4%
Sought to achieve
76%
75%
72%
64%
59%
45%
43%
Focus over next 12 months
58%
47%
47%
36%
29%
27%
29%
Create leads for sales conversion
Build brand
Drive sales (direct)
Increase web traffic
Launch new product/service
Nurture leads
Increase customer loyalty
How effective respondents were in meeting last year’s main marketing objective
14%
73%
11%
Chart Title
Very effective
Quite effective
Quite ineffective
Very ineffective 2%
Which marketing tools are most used?
Used in last 12 months
E-mail 90%
Third party events (e.g. exhibitions) 76%
PR 69%
Online advertising 63%
Search marketing 59%
Direct mail 53%
Social media 52%
Bespoke events (e.g. roundtables, seminars)
50%
Content marketing (e.g. white papers) 50%
Print advertising 47%
Video 35%
Corporate Hospitality 28%
Online Events 20%
Expected net change in spend
+
+++
+++–+
+
So why were these marketing tools chosen?
BudgetInternal
Preference/ Expertise
Agency Influence
70%
51%
22%
7%
Fit ForPurpose
Most effective tools in terms of investment
E-mail Bespoke Events
Third Party Events
25% 14%13%
Digital techniques set to increase in importance
We will
invest more in dig-
ital
Don't know
Chart Title
Split will remain constant
We will invest more in offline
49%
But there are still barriers preventing greater use
Lack of internal resources
Buy in from decision makersPressure to be ROI focussed
How well informed are marketers when it comes to digital marketing techniques?
64%
I’m up to speed with all the latest
techniques!
I understand the key issues, but I
could always learn more.
16%
There are serious gaps in our knowledge!
I’m not very well informed!
14%
5%
How well informed are marketers when it comes to digital marketing techniques?
Is the importance of ROI clear?
felt that ROI was “essential” or “very important” when defining marketing strategy
thought the importance of demonstrating ROI had increased in the last 12 months
91% 68%
Focus on ROI?Or focus on what you know works?
McCallum Layton, Bramley GrangeSkeltons Lane, Thorner, Leeds
+44 (0)113 237 5590www.McCallum-Layton.co.uk
defining a clear direction