B2C
B2C
B2B
B2B
A 2012
Company
© 2012
2
These are the results of the 2nd annual
Webmarketing123 State of Digital Marketing
Survey. Over 500 U.S. marketing professionals
— two-thirds B2B, one-third B2C—answered
questions about their objectives, results and
budgeting for three channels of digital marketing:
Search Engine Optimization (SEO), Pay Per Click
Advertising (PPC), and Social Media Marketing
(SMM). The results show that generating leads and
sales, as well as increasing brand awareness, are
the top objectives for digital marketers. Across
company size and industry, digital marketers
are adopting more sophisticated systems for
measurement and attribution, boosting
confidence to increase or maintain budgets.
• For B2B, lead generation is the top objective,
and SEO is twice as effective as PPC or SMM
for this purpose.
• For B2C, boosting awareness and reputation
of their brands and products has doubled in
importance since 2011, overtaking online sales
as the top objective for digital marketing.
• Budgets: 90% of marketers will increase or
maintain spending on SEO, PPC, and SMM.
• Still doing SEO in-house? Marketers using an
agency are twice as likely to be highly satisfied
with their campaign performance.
• PPC: Only a quarter of marketers surveyed are
highly satisfied with the performance of
campaigns managed internally, compared to
one-third who work with agencies.
B2C
Generate Leads
Increase Sales
Increase Awareness
#1 oBjeCtive
toP oBjeCtiveS FoR DiGitAL MARKetiNG PRoGRAMS
Each year, brands increase their level of engagement with social media.B2C leads the way, with 42% “very” or “fully” engaged with social media,
compared to 27% for B2B. By a more broad measure, a full two-thirds of
marketers now describe themselves as “moderately” to “fully” engaged with
social media. That said, 1 in 10 marketers still have no social media
presence at all.
• Follow the Money: 9 out of 10 digital marketers are spending money
on Social Media, and 8 out of 10 have reported leads or sales from
their efforts.
• B2C Marketers Discover LinkedIn: The number of B2C marketers
generating leads or sales via LinkedIn has increased 75% since last year,
while the number reporting sales from Facebook has declined nearly 20%.
• As more sophisticated attribution tools become available, the number of
marketers able to attribute leads and sales to particular social channels
more than doubled (leads from 15 to 31%, sales from 23% to 60%). But
4 in 10 B2Cs and 2 in 10 B2Bs continue to find attribution completely
out of reach.
33%
26%
B2B
Increase Awareness
Generate Leads
Increase Sales#1
oBjeCtive
54%
28%10%
22%
© 2012
3
Industry demographIcs
COMPANY SIZE
How many employees does your company have?
<50
51-200
201-1,000
>1,000
23%
21%
23%
32%
Companies responding to the survey include: Sony, Olympus, Phillips, IBM, Hitatchi, Cisco, Agilent, Microsoft, Citrix, Medtronic, Merck, Novo Nordisk, Blue Shield, ADP, Pitney Bowes, Monster.com, Angie’s List, GE, John Deere, Aramark, Thomson Reuters, Federal Express, Bose, and Nestlé.
SURVEY PARTICIPANTS
Is your company primarily B2B or B2C?
65%
35%
B2B
B2C
© 2012
4
While lead generation is by far the most common objective for digital marketing campaigns, brand and product awareness has nearly doubled in importance since last year. as budgets continue to grow, marketers are expanding their focus to include earlier stages in the sales cycle.
Increasing brand and product awareness has become the #1 objective for B2cs online. this is a marked change from last year, when online sales were the top priority.
Top objectives for digital marketing programs
Top objectives for digital marketing programs
54%
22%
10%
26%
28%
33%
6%
11%
0.3%
6%
0.7%
3%
GENERATE LEADS
GENERATE LEADS
INCREASE SALES
INCREASE SALES
INCREASE AWARENESS
INCREASE AWARENESS
GENERATE SITE TRAFFIC
GENERATE SITE TRAFFIC
BUILD ONLINE COMMUNITY
BUILD ONLINE COMMUNITY
OTHER
OTHER
LEAD GENERATION IS THE #1 OBJECTIVE
INCREASING BRAND AND PRODUCT AWARENESS IS THE #1 OBJECTIVE
#1 oBjeCtive
#1 oBjeCtive
B2C
B2B
© 2012
5
compared to last year, nearly 50% more B2Bs now identify social media
as having the most impact on lead generation (2011 vs 2012). In a
similar vein, 20% more B2cs now identify seo as most impactful for
lead generation (2011 vs 2012).
B2B engages more WIth socIal, B2c dIscovers seo
Seo
20%
SoCiALMeDiA
PPC
21%
59% B2B Seo
PPC
49%
26%
25%
B2C
Which makes the biggest impact on lead generation?
SoCiALMeDiA
© 2012
6
16%
21%
63%
20%
27%53%
84% 80%
43%
55%
2%
AGeNCY iN-HoUSe No Seo PRoGRAM
iNCReASe BUDGet
DeCReASe BUDGet
MAiNtAiN BUDGet
45%50%
5%
search engIne optImIZatIon
B2CB2B
B2CB2B
B2CB2B
Got Seo?
AGeNCY oR iN-HoUSe?
BUDGetiNG FoR 2013
YeS YeS
No No
© 2012
7
seo campaIgn measurement
How does your company measure the effectiveness of your SEO program? Check all that apply.
51%
49%
47%
36%
34%
10%
OVERALL VOLUME OF TRAFFIC
Basic: Easy to implement but no measure of financial impact
Advanced: More indicative of financial impact, more challenging to implement
VOLUME OF ORGANIC TRAFFIC
NUMBER OF KEYWORDS ON PAGE 1
NUMBER OF QUALIFIED LEADS
LEADS OR SALES ATTRIBUTABLE TO ORGANIC SEARCH
NOT SURE WHAT TO MEASURE
Are marketers measuring the right things? the most common measures of seo performance are the volume of traffic, organic traffic, and the number of keywords appearing on page 1, which give no insight into financial impact. Fewer marketers are employing more sophisticated measures of seo performance, such as number of qualified leads or sales attributable to organic search.
NOT ALL MEASUREMENT IS CREATED EQUAL
© 2012
8
Without Sophisticated Measurement, Satisfaction and Investment are Lacking
measurIng the success oF seo programs remaIns a challenge
20%
40% 40%
STAGE 1: MEASURES SEO BY MEANS OF 1-3 BASIC METRICS
STAGE 2: MEASURES SEO BY 1-3 METRICS,
INCLUDING 1 ADVANCED METRIC
STAGE 3: MEASURES SEO BY 3-5 METRICS,
INCLUDING 1 OR MORE ADVANCED METRICS
More than 3 in 10 respondents indicate that “difficulty in
measuring SEO results” was their top frustration with SEO.
5 in 10 measurement-challenged marketers feel neutral to
negative about their SEO performance. Marketers who said that
they don’t know how to measure SEO performance are
significantly less satisfied with their results, and less likely to
increase their SEO investment.
7 in 10 companies are unable to accurately attribute leads or
sales to organic search.
1 in 10 companies have no measurement system in place.
THREE STAGES OF MEASUREMENT SOPHISTICATION
While there are many ways to measure
SEO performance, they can be broadly
categorized as basic or advanced (see
previous table, p.7). The survey results
suggest that marketers are likely to be at
one of three stages, with a “measurement
gap” between the least and most
sophisticated. This gap holds true
regardless of company size, industry, and
whether SEO is managed internally or
through an agency. We believe this
reflects a growing gap between companies
with competence in analytics and
attribution and those without.
© 2012
9
64% 73%
31%
58%
11%
40%
52%
8%
36%
20%44%
27%
31%42%
pay per clIcK advertIsIng
B2CB2B
B2CB2B
B2CB2B
Got PPC?
AGeNCY oR iN-HoUSe?
BUDGetiNG FoR 2013
YeS YeSNo No
iNCReASe BUDGet
DeCReASe BUDGet
MAiNtAiN BUDGet
AGeNCY iN-HoUSe No PPC PRoGRAM
© 2012
10
satIsFactIon levels consIstently hIgher When WorKIng WIth agencIes
marketers working with an agency (as opposed to in-house) are twice as likely to be highly satisfied with seo and social media, and significantly more likely to be highly satisfied with ppc.
AGeNCY iN-HoUSe
11%
15%
10%
Seo
PPC
SoCiAL MeDiA
21%highly satisfied
with seo program performance
20%highly satisfied
with ppc program performance
21%highly satisfied
with social media program performance
© 2012
11
90% 91%
41%
56%
3%
52%
46%
2%
socIal medIa
B2CB2B
B2CB2B
B2CB2B
Got SoCiAL MeDiA?
AGeNCY oR iN-HoUSe?
BUDGetiNG FoR 2013
YeS YeS
No No
iNCReASe BUDGet
DeCReASe BUDGet
MAiNtAiN BUDGet
85%
10%5%
83%
14%13%
AGeNCY iN-HoUSe No SoCiAL MeDiA PRoGRAM
© 2012
12
B2B VS. B2C
socIal medIa engagement
How would you describe your company’s engagement with Social Media?
NO INVOLVEMENT SOMEWHAT INVOLVED
MODERATELY INVOLVED
VERY INVOLVED
FULLY INTEGRATED
10% 9%
27%
20%
36%
30%
19%
31%
8% 10%
B2B
B2C
B2c marketers are ahead with 70% moderately to highly engaged (40%
highly engaged), but B2B is catching up, with 63% at those levels of
engagement (27% highly engaged), overall, only 1 in 10 have no social
media program.
PeRCePtioNB2B marketers are far less engaged than B2C
in Social Media B2Bs are closing the gap. 63% of B2Bs are engaged with social media, vs. 70% of B2Cs.
ReALitY
% marketers who are moderately to highly engaged with social media
63% 70%
B2B B2C
© 2012
13
SPENDING MONEY ON SOCIAL MEDIA
MAKING MONEY FROM SOCIAL MEDIA % of marketers who Generated Leads from social media
% of marketers who Generated Sales from social media
B2B
B2B
B2C
B2C
40% 65%
39% 23%
6% 14%
30% 39%
14% 17%
30%14%
23%
44%
39% 67%
9% 21%
19%43%
1%3%
6%
13%
15%7%3%
7%
19%39%
across the board, marketers’ social media expenditures are producing revenue opportunities.
© 2012
14
socIal medIa: Investment contInues, attrIButIon stIll a challenge
Despite the inability to directly attribute revenue to Social Media, 95% of companies intend to increase or maintain their
spending on Social Media next year. B2C marketers are increasing their spending on Social Media faster than B2B, but no one is
taking their foot off the gas (5 in 10 B2C marketers and 4 in 10 B2B marketers will increase budgets).
B2CB2B90% of B2Bs have some level of Social Media engagement,
with 63% describing themselves as moderately to fully engaged,
and 25% “very” to “fully” engaged. The majority of this group
are seeing a return on their investment. Top areas of investment
(for the 60% that spend) are Facebook & LinkedIn (where 40%
are active), and Twitter (30%). On these platforms, nearly
all advertisers are generating leads, and roughly half have
closed deals.
It’s notable that 20% of the marketers active on Social Media
aren’t sure if they’re generating leads, and a full 40% aren’t sure
if they’ve closed sales attributable to Social Media.
Clearly, marketers are still struggling to measure and attribute
the value of their investment. Despite the lack of consistent
results and attribution challenges, 41% of marketers plan to
increase their Social Media budgets, and another 56% will
maintain their budgets.
90% of B2Cs have some level of Social Media engagement,
with 70% describing themselves as moderately to fully
engaged, and 40% “very” to “fully” engaged. Like their B2B
counterparts, the vast majority of B2Cs (90%) are managing
their Social Media in-house, and 70% are spending money
on it. Two-thirds of B2Cs are active on Facebook and
generate leads this way, and more than half of them see
closed deals. Across the board, roughly half of Social Media
efforts see measurable results (for example, 14% of B2C
marketers are active on Pinterest and 6% get sales or deals
from it.) The number of B2Cs generating leads via LinkedIn
has increased 75% since last year, while the number
reporting Facebook as a source of sales declined nearly
20% (from 48% to 39%). 50% of B2C marketers will
increase their investment in Social Media and 47% will
maintain spending.
Social Media Analysis Social Media Analysis
9 out of 10 digital marketers are spending money on Social
Media, and 8 out of 10 have reported leads or sales from their efforts. As expectations rise, marketers are staffing up
and 95% of Social Media engagers now manage their own Social Media campaigns (up from 85% last year).
Attribution challenges continue: 4 in 10 of marketers in our
survey are unable to attribute sales or deals specifically to Social Media marketing.
© 2012
15
The second annual Webmarketing123 State of Digital Marketing Survey was conducted online in July of
2012. Over 500 U.S. participants completed the survey—all individuals who responded to an email
invitation sent to marketing professionals. Participants answered questions using an online survey tool.
For more information about the survey, please contact [email protected].
ABOUT WEBMArkETIng123
Webmarketing123 is a digital marketing agency that
helps clients convert online visibility into measurable
business results.
In 2012, Webmarketing123 was named by Inc. Magazine as
one of the fastest growing private companies in the U.S.
Our distinctive approach is to pair our metrics-rich
methodology with an understanding of our clients’ unique
business goals and challenges. We combine a deep
expertise across industry verticals, smart use of automation,
and efficient use of analytics to inform data-driven decision-
making. At Webmarketing123, each client has a dedicated
team employing Search Engine Optimization, Pay Per Click
advertising, and/or Social Media Marketing to create
remarkable, results-driven marketing programs.
COnnECT WITH US
Webmarketing123.com 800.619.1570
A 2012
Company
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