Webmarketing123’s 2015 State of Digital Marketing Report

To keep on my trend, here is a recent report that I received from Webmarketing123.  Please click the image above, or THIS LINK HERE, to download the full report.  For those that download these things but never have time to go back and read them, I will focus on the areas I found most interesting.

  • “It’s clear marketers continue to face one major, overarching challenge this year: Revenue-driven marketing is the goal, but not always the practice.”
  • While most marketers recognize “driving sales” as a top priority, it’s also the #1 challenge for over 27% of marketers…”
  • Sales is the #1 B2C and #2 B2B objective for the second year running. “
  • “Digital gets the buzz, but not the budget. While overall digital marketing spend is increasing YoY, marketers struggle to win more budget because of their continued inability to tie ROI to digital. As a result, about half of marketers spend less than 25% of their total budget online. “
  • For B2B marketers, ‘measuring and proving ROI’ emerged as a major pain point with a sharp 46% increase YoY. ”
    • “[Meanwhile] B2Cs struggle to convert leads to customers.”
  • “When it comes to allocating budget, it seems many marketers still rely on ‘gut instinct’. Ability to prove ROI does not correlate with the channels used. Although 9% more marketers have invested in revenue reporting this year, 38% still don’t have an attribution model at all. “
  • 3 out of 4 marketers (B2B & B2C) use video in their marketing mix, and 7 out of 10 believe it’s the most effective content marketing tactic, trumping eBooks, case studies, infographics, webinars, blogs, and mobile apps. “
  • “Surprisingly, only a single digit percentage of marketers (B2B & B2C) believe display is effective. “
  • “Just 29% of B2Bs practice account-based marketing, but a whopping 95% of those that do find it effective.”
  • Of the 36% of B2B marketers who still lack a mobile-friendly site, 3 out of 4 plan to invest in responsive design this year.”
  • “Lead generation is the #1 B2B digital marketing objective for the fourth year running.”
  • “Sales is top priority for B2Cs again this year.”
  • “Almost half of marketers spend only 25% or less of their budget online.”
  • A whopping 93% of B2B marketers practice email marketing.”
  • Social media is the most commonly used B2C marketing channel. “
  • Nearly 1/3 of marketers don’t know which channel makes the biggest impact on revenue.”
  • “B2C marketers are gaining confidence in paid search and SEO…”
  • Nearly 20% of marketers still rely on “website traffic” to measure success.”
    • 25%–>conversion rate
    • 20%–>website traffic
    • 14%–>total lead volume
    • 12%–>not sure
    • 10%–>total revenue
    • 7%->cost per lead/return on ad spend/cost per acquisition
  • “The overwhelming majority of B2B marketers use social media, yet only less than 17% can prove ROI.”
  • “38% of marketers still lack an attribution model.” –> Check out my blog post on this.
  • LinkedIn is the best social channel for driving B2B revenue, while Facebook takes the cake for B2Cs.”
  • “36% of B2B marketers continue to ignore mobile.”
  • B2Bs have fully bought into content marketing: 60% of B2B brands have a blog compared to only 49% of B2C marketers.”
    •  “60% of marketers (both B2B and B2C) with a company blog post at least once a week.”
    • “Video is the most widely used and the most effective content marketing tactic according to both B2B and B2C marketers. “
    • “B2B marketers favor infographics more than their B2C counterparts do.”
  • “Even given the crowded space, only less than half of marketers (both B2B and B2C) have a marketing automation system in place.”
  • “67% of B2B marketers use lead scoring compared to 47% of B2Cs.”
  • “Marketing personas get a big thumbs up from both sides.”

So once again…I hope that this “summary” has helped but as always, do me a solid and download the full report by clicking the main image or on the link at the top of this post.


P.S. I will be on blogging hiatus through next week.  Don’t miss me too much!


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