By, Sam Melnick
Or maybe 2014 will be the year of mobile, or the year content marketing. Ok, Ok, I can guarantee one thing, 2014 will be the year of the horse.
While 2014 might not be the year of digital marketing, digital will continue to be deeply important to the marketing organization. As digital spend continues to increase, the focus grows. Despite this, there can be a lack of clarity around the topic. What exactly falls within digital marketing? How much budget is actually being spent on digital? And how does it all meld together?
Let’s dive in.
Digital Marketing Budget Trends:
From 2009 to the end of 2013 digital marketing program spend has increased from 13% to 34% of the total marketing program mix. For 2014 IDC’s CMO Advisory Service expects this to increase to 39% and to 50% in 2016 (highlighted within Kathleen Schaub
and Rich Vancil
‘s IDC Chief Marketing Officer (CMO) 2014 Predictions
). While this level varies depending on sector and size, the upward trend is clear.
Computerworld’s 2014 IT Salary Survey: What’s your earning power? How does your salary compare with your IT peers? Computerworld’s 28th Annual IT Salary Survey will feature the latest IT salary trends and advice on where to find the best-paying jobs. This year’s survey participants can enter a drawing to win one of 3 American Express Gift cards for $500! The drawing is open to legal U.S. residents, age 18 or older.
Survey Finds Enterprise Organizations With Cross-Domain IPM Teams Are Successful at Mitigating Risks and Improving Business Agility
SAN JOSE, CA–(Marketwired – Oct 8, 2013) - Virtual Instruments, the leader in Infrastructure Performance Management (IPM) for physical, virtual and cloud computing environments, today announced the results of a survey from IDG Research Services. The survey was designed to understand the priority enterprise organizations place on IPM and how the structure of many IT departments is changing to more effectively manage the performance of their IT infrastructure. The findings show that 80 percent of senior-level IT leaders (director-level or higher) place a high or critical priority on IPM and that 79 percent have established a cross-domain team dedicated to managing the performance of their IT infrastructure.
The survey was completed by 152 IT director-level or higher employees across various industries, including financial services, manufacturing, and healthcare, at organizations with employees in the 5,000-50,000 range. Questions focused on the factors driving adoption of IPM solutions, which is defined as those that enable an enterprise to holistically monitor, report, trend and diagnose IT infrastructure performance.
According to the survey, senior-level IT leaders indicated that investments in IPM solutions are being driven by the transition to virtualization and/or the cloud (63 percent), a desire to reduce costs (61 percent) and the need to reduce infrastructure slowdowns (59 percent). In addition, 53 percent of respondents said that a growing mobile workforce and data center consolidation projects are driving their investments in IPM solutions.
Almost half (47%) of U.S. smartphone users ignore in-app ads, and 43% find them disruptive, according to a new Forrester study. Only 28% found these ads to be relevant — and just a quarter said the ads were inventive or creative. Based on these findings, the report concludes that marketers are not crafting ads carefully enough to suit the smaller smartphone screen and appeal to the task-oriented mindset of on-the-go consumers. But it also underscores the potential for in-app ads as 40% recall seeing ads for an app, app upgrade or brand and product in an app.
Plus, half of smartphone owners who use apps and have seen at least one in-app ad have researched and/or made a purchase after seeing an ad. Ads for app upgrades are the most likely to result in a purchase (20%), while those for products or services saw the lowest conversion rate, at 11%.
In-app ads for new apps or apps related to ones they are using were the most pervasive type of ads — seen by 47% — followed up ads for app upgrades (40%), and brands or products (37%). The balance included either none of the above or survey participants couldn’t recall the ad type.
The Forrester study emphasizes the importance of getting advertising right in apps, given the growing adoption of mobile devices and apps generally. Last year, about two-thirds of all mobile phone users had apps, up 22% from 2011. And 80% of mobile time takes place in apps rather than the mobile Web, according to comScore.
Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.
The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.
With the meteoric rise of mobile devices and tablets, it’s no surprise that mobile is a way of life and is here to
stay. In 2012, there were 121 million smartphone users and 94 million tablet users in the United States alone,
representing a 31% and 180% increase over 2011, respectively.
Mobile devices have changed the way consumers interact with businesses, and today’s digital marketers must understand how consumers use
different devices to be able to build and optimize mobile marketing strategies that deliver the right mobile
experience to each mobile user. In addition, 2013 marked a significant shift in how mobile users are accessing websites. According to the Adobe
Digital Index,global websites are now getting more traffic from tablets than smartphones, with 8% and 7% of
monthly page views respectively. Given that tablet visitors spend more per online purchase with U.S. retailers
than visitors using smartphones, tablet traffic is proving to be more valuable in terms of e-commerce and
engagement and represents significant implications for the development and optimization of mobile strategies.
Results from the Adobe 2013 Mobile Consumer Survey show that consumers are using their smartphones and
tablet devices to connect with brands in a variety of ways, and they are increasingly moving back and forth
between different devices and form factors.
See the results
Content marketing is gaining in awareness and importance among marketers, and roughly half have established a formal strategy, according to Please login or create an account in order to access this content. results from IMN’s second annual Content Marketing Survey. As more marketers develop strategies and grow their maturity levels (11% describe themselves as “experts”), their content marketing programs and measures of success appear to have gravitated towards a focus on lead generation.
This year, when asked their most important content marketing goal, a leading 44% of respondents pointed to increased leads, a huge gain from last year, when 16% cited leads, good only for the 4th-most important goal. In fact, lead generation was such a consensus this year that the next-most important goals, awareness and customer and prospect engagement, were each cited by less than half as many respondents (19% each).
IDG Global Solutions survey finds work and personal use converge
Framingham, MA, USA, & Staines, UK—July 30, 2013 —The adoption of mobile devices for personal use is well documented but less is known about their use at work. An IDG Global Solutions (IGS) survey found a growing overlap between home and work use among participants in 43 countries. Forty-one percent use their private smartphone for business while almost as many use a tablet (37%). Private/business tablet use ran as high as 59% in Asia Pacific and Latin America to 36% in North America and 29% in Western Europe. As for smartphones supported by an organization’s IT department, Asia Pacific and Latin America led the way followed by Eastern Europe and North America.
The 25,601 respondents to an online survey fielded from March to May 2013 said they rely heavily on both devices to read email (93%-94%) and download or use mobile apps (67%-71%). They are also actively seeking industry news and conducting research about technology issues and products (insert link to Work Usage slides Q 26 and 9). The questionnaire was posted to 120 IDG tech media sites worldwide that attract both consumers and IT professionals.
When asked if a tablet is their primary computer, respondents in Middle East/Africa led the way at 43% followed by respondents in Latin America and Asia Pacific at around 30% each. Users in North America and Western Europe came in at 19% and 18%, respectively.
For the full press release click here
For infographics and charts on the mobile research click here
2013 IDG Global Solutions (IGS) research based on 25,601 worldwide technology professionals and consumers shows that across every corner of the globe the volume of people interacting with mobile is escalating. Whether on tablets or smartphones, at work or outside of it, survey participants consume all forms of content from entertainment videos, to product research, to full commercial engagement with advertising.
Click here for infographics and charts about this mobile research