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Insights from the Experian Digital Marketer: Benchmark and Trend Report


By Katie McQuater | Magazine Editor

May 4, 2012 | 5 min read

The 2012 Digital Marketer: Benchmark and Trend Report from Experian Marketing Services contains a number of trends and insights, from mobile, social and search, to consumer behaviour and display.

The annual report provides a comprehensive overview of the global digital landscape and includes trend information, predictive benchmark data and analytical insight. The Drum has selected just a few insights from the report below. The full report can be downloaded here.Customer obsession
  • 46% of marketers chose multi-channel coordination as one of their biggest marketing challenges of the last 12-18 months.
  • Always optimise the customer experience by listening, analysing, planning and speaking.
  • Cross-channel marketing requires an integrated approach across company silos and disparate systems.
  • Never forget that the customer is at the centre of the marketing universe.
Data: meet the new American consumer
  • Marketing-relevant data still falls into three primary categories: customer information, compiled enhancement data and third- party resources.
  • The dynamic of the American household continues to morph and a “New American Consumer” is taking shape.
  • 28% of marketers noted that creating effective targeting profiles was one of their biggest marketing challenges last year.
  • An increasing percentage of graduates are returning home to live with their parents.
  • /
  • Households that contain adults and children from multiple generations are a mega-trend.
Integration: break down the silos
  • Customers want a personalised, relevant experience, and successful interactions hinge on the ability to integrate within and across channels.
  • 42% of marketers reported that their organisation’s teams collaborate on all marketing programs.
  • 59% of companies are collecting mobile contact data.
  • 92% of businesses feel their contact data is inaccurate in some way.
Intelligence: innovation through insight
  • Response attribution was one of the biggest challenges for 34% of marketers last year. Even more marketers (38%) were challenged by integrated campaign management.
  • Available data and scalable computing power to handle extremely large data sets will be an area for innovation over the next two years.
Interaction: empower meaningful connections
  • Two-way interactions are critical opportunities for brands to actively engage customers in conversations while delivering rich, relevant experiences.
  • 94% of marketers are at least talking about mobile marketing and social media within their companies, if not already testing the waters or ahead of the pack.
  • Marketers plan to increase their efforts in digital channels this year: email (61%), social advertising (53%), and mobile app (47%)
Email: a marketer’s foundation
  • “Peak Week,” the Tuesday before Thanksgiving Day through Cyber Monday, revealed increased email transactional activity, proving productive for many marketers.
  • Dollar ($) offers were the most popular last holiday season (seen in 29% of subject lines, sneaking past last year’s leader of per cent (%) off campaigns (seen in 28% of subject lines).
  • Fifty-two per cent of organisations say email address is the most utilised piece of contact data.
  • For brands that have email acquisition at the POS, 15 to 25% of their subscriber list is captured in-store.
  • Including the word “exclusive” in the subject line boosts unique open rates by 14% in promotional mailings.
  • Revenue per email averages two times higher for ‘Friends and Family’ campaigns.
Social: essential to the marketing playbook
  • Pinterest is the third most popular U.S. social networking site behind Facebook and Twitter, with traffic up nearly 50% in February 2012 compared to January 2012.
  • Consumer Goods industry Facebook ad campaigns experienced the highest conversion rate of 58%, followed by Retail at 49% and Dating Services at 45% in 2011.
  • 91% of today’s online adults use social media regularly.
Mobile: usage on the rise
  • Today, cell phone ownership in the U.S. stands at 92%, up from 73% in 2007.
  • 80 million Americans ages 12 and older have a cell phone that can send and receive emails.
  • 52% of adults who can browse the web on their phone do so.
  • 17% of all cell phone owners today, and 28% of smartphone owners, watch video on their phone in a typical month.
  • At least 41 million Americans now use their cell phones for shopping- related activities.
Display advertising, search, etc.
  • Cyber Monday overtook Black Friday as busiest shopping day of the year.
  • For the third consecutive year, Facebook was the top searched term in the US, accounting for 3.10% of all searches.
  • Last year there was a 13% growth of single-word searches, as terms like ‘face’ and ‘you’ made the top 50 searches.
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