State of Digital Marketing Report : B2b vs B2c
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This survey of over 500 US marketing professionals found that for B2B companies, lead generation is the top objective of digital marketing efforts and SEO is most effective for this. For B2C, increasing brand awareness has become the primary objective, surpassing online sales. The survey also found that more B2B marketers now see social media as the channel with the most impact on lead generation, while more B2Cs now view SEO as most impactful for lead generation. Overall, digital marketers are increasing or maintaining budgets and expanding their focus beyond just sales to include building awareness earlier in the sales cycle.
State of Digital Marketing Report : B2b vs B2c
- 1. A 2 0 12 Co mpany B2B B2C B2C B2B
- 2. 2 These are the results of the 2nd annual Each year, brands increase their level of engagement Webmarketing123 State of Digital Marketing with social media. Survey. Over 500 U.S. marketing professionals B2C leads the way, with 42% “very” or “fully” engaged with social media, — two-thirds B2B, one-third B2C—answered compared to 27% for B2B. By a more broad measure, a full two-thirds of questions about their objectives, results and marketers now describe themselves as “moderately” to “fully” engaged with budgeting for three channels of digital marketing: social media. That said, 1 in 10 marketers still have no social media Search Engine Optimization (SEO), Pay Per Click presence at all. Advertising (PPC), and Social Media Marketing • Follow the Money: 9 out of 10 digital marketers are spending money (SMM). The results show that generating leads and on Social Media, and 8 out of 10 have reported leads or sales from sales, as well as increasing brand awareness, are their efforts. the top objectives for digital marketers. Across company size and industry, digital marketers • 2C Marketers Discover LinkedIn: The number of B2C marketers B are adopting more sophisticated systems for generating leads or sales via LinkedIn has increased 75% since last year, measurement and attribution, boosting while the number reporting sales from Facebook has declined nearly 20%. confidence to increase or maintain budgets. • s more sophisticated attribution tools become available, the number of A • or B2B, lead generation is the top objective, F marketers able to attribute leads and sales to particular social channels and SEO is twice as effective as PPC or SMM more than doubled (leads from 15 to 31%, sales from 23% to 60%). But for this purpose. 4 in 10 B2Cs and 2 in 10 B2Bs continue to find attribution completely out of reach. • or B2C, boosting awareness and reputation F of their brands and products has doubled in importance since 2011, overtaking online sales TOP OBJECTIVES FOR DIGITAL MARKETING PROGRAMS as the top objective for digital marketing. • Budgets: 90% of marketers will increase or maintain spending on SEO, PPC, and SMM. B2B • till doing SEO in-house? Marketers using an S Generate Leads agency are twice as likely to be highly satisfied 54% Increase with their campaign performance. Awareness #1 Increase 28% Sales • PC: Only a quarter of marketers surveyed are P objectivE 10% highly satisfied with the performance of campaigns managed internally, compared to one-third who work with agencies. B2C Increase Awareness Increase 33% Sales Generate 26% #1 Leads objectivE 22% © 2012
- 3. 3 Industry Demographics SURVEY PARTICIPANTS Is your company primarily B2B or B2C? 35% B2C B2B 65% COMPANY SIZE How many employees does your company have? 50 23% 51-200 21% 201-1,000 23% 1,000 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. © 2012
- 4. 4 B2B LEAD GENERATION IS THE #1 OBJECTIVE Top objectives for digital marketing programs GENERATE LEADS 54% #1 objective INCREASE SALES 10% INCREASE AWARENESS 28% GENERATE SITE TRAFFIC 6% BUILD ONLINE COMMUNITY 0.3% OTHER 0.7% 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. B2C INCREASING BRAND AND PRODUCT AWARENESS IS THE #1 OBJECTIVE Top objectives for digital marketing programs GENERATE LEADS 22% INCREASE SALES 26% INCREASE AWARENESS 33% #1 objective GENERATE SITE TRAFFIC 11% BUILD ONLINE COMMUNITY 6% OTHER 3% 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. © 2012
- 5. 5 B2B engages more with Social, B2C discovers SEO 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). Which makes the biggest impact on lead generation? 20% 26% PPC PPC 59% SEO B2B 49% SEO B2C SOCIAL MEDIA 21% SOCIAL MEDIA 25% © 2012
- 6. 6 SEARCH ENGINE OPTIMIZATION B2B GOT SEO? B2C 84% 80% YES YES NO NO B2B AGENCY OR IN-HOUSE? B2C 16% AGENCY IN-HOUSE NO SEO PROGRAM 20% 21% 27% 63% 53% B2B BUDGETING FOR 2013 B2C 2% INCREASE BUDGET MAINTAIN BUDGET DECREASE BUDGET 5% 43% 50% 45% 55% © 2012
- 7. 7 SEO Campaign Measurement 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 How does your company measure the effectiveness of your SEO program? Check all that apply. OVERALL VOLUME OF TRAFFIC 51% Basic: VOLUME OF Easy to implement but no measure of ORGANIC TRAFFIC 49% financial impact NUMBER OF KEYWORDS ON PAGE 1 47% NUMBER OF QUALIFIED LEADS 36% Advanced: More indicative of financial impact, LEADS OR SALES more challenging to implement ATTRIBUTABLE TO ORGANIC 34% SEARCH NOT SURE WHAT TO MEASURE 10% © 2012
- 8. 8 MEASURING THE SUCCESS OF SEO PROGRAMS Remains A CHALLENGE More than 3 in 10 respondents indicate that “difficulty in measuring SEO results” was their top frustration with SEO. 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 40% 40% 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 20% 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 STAGE 1: MEASURES SEO STAGE 2: MEASURES SEO STAGE 3: MEASURES SEO BY MEANS OF 1-3 BY 1-3 METRICS, BY 3-5 METRICS, with competence in analytics and BASIC METRICS INCLUDING 1 INCLUDING 1 OR MORE attribution and those without. ADVANCED METRIC ADVANCED METRICS Without Sophisticated Measurement, Satisfaction and Investment are Lacking 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. © 2012
- 9. 9 PAY PER CLICK ADVERTISING B2B GOT PPC? B2C 64% 73% YES YES NO NO B2B AGENCY OR IN-HOUSE? B2C 36% AGENCY IN-HOUSE NO PPC PROGRAM 27% 42% 44% 31% 20% B2B BUDGETING FOR 2013 B2C 11% INCREASE MAINTAIN DECREASE 8% BUDGET BUDGET BUDGET 31% 40% 58% 52% © 2012
- 10. 10 Satisfaction levels consistently higher when working with agencies AGENCY IN-HOUSE 21% highly satisfied with SEO program performance 11% SEO 20% highly satisfied with PPC program 15% performance PPC 21% highly satisfied with Social Media program performance 10% SOCIAL MEDIA 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. © 2012
- 11. 11 Social media B2B GOT SOCIAL MEDIA? B2C 90% 91% YES YES NO NO B2B AGENCY OR IN-HOUSE? B2C 10% AGENCY IN-HOUSE NO SOCIAL MEDIA 14% 5% PROGRAM 13% 85% 83% B2B BUDGETING FOR 2013 B2C 3% INCREASE MAINTAIN DECREASE 2% BUDGET BUDGET BUDGET 41% 52% 56% 46% © 2012
- 12. 12 SOCIAL MEDIA ENGAGEMENT 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. B2B VS. B2C How would you describe your company’s engagement with Social Media? B2B 36% B2C 31% 30% 27% 20% 19% 10% 9% 8% 10% NO INVOLVEMENT SOMEWHAT MODERATELY VERY FULLY INVOLVED INVOLVED INVOLVED INTEGRATED B2B B2C PERCEPTION B2B marketers are far less engaged than B2C in Social Media REALITY B2Bs are closing the gap. 63% of B2Bs are engaged with social media, vs. 70% of B2Cs. 63% 70% % marketers who are moderately to highly engaged with social media © 2012
- 13. 13 Spending Money on Social Media B2B B2C 40% 65% 39% 23% 30% 39% 14% 17% 6% 14% MAKING MONEY from Social Media % of Marketers who % of Marketers who Generated Leads from Generated Sales from Social Media Social Media B2B B2C 39% 67% 19% 39% 44% 21% 23% 9% 30% 43% 14% 19% 7% 15% 3% 7% 3% 13% 1% 6% Across the board, marketers’ social media expenditures are producing revenue opportunities. © 2012
- 14. 14 SOCIAL MEDIA: INVESTMENT CONTINUES, ATTRIBUTION STILL A CHALLENGE 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. 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). B2B Social Media Analysis B2C Social Media Analysis 90% of B2Bs have some level of Social Media engagement, 90% of B2Cs have some level of Social Media engagement, with 63% describing themselves as moderately to fully engaged, with 70% describing themselves as moderately to fully and 25% “very” to “fully” engaged. The majority of this group engaged, and 40% “very” to “fully” engaged. Like their B2B are seeing a return on their investment. Top areas of investment counterparts, the vast majority of B2Cs (90%) are managing (for the 60% that spend) are Facebook LinkedIn (where 40% their Social Media in-house, and 70% are spending money are active), and Twitter (30%). On these platforms, nearly on it. Two-thirds of B2Cs are active on Facebook and all advertisers are generating leads, and roughly half have generate leads this way, and more than half of them see closed deals. closed deals. Across the board, roughly half of Social Media efforts see measurable results (for example, 14% of B2C It’s notable that 20% of the marketers active on Social Media marketers are active on Pinterest and 6% get sales or deals aren’t sure if they’re generating leads, and a full 40% aren’t sure from it.) The number of B2Cs generating leads via LinkedIn if they’ve closed sales attributable to Social Media. has increased 75% since last year, while the number Clearly, marketers are still struggling to measure and attribute reporting Facebook as a source of sales declined nearly the value of their investment. Despite the lack of consistent 20% (from 48% to 39%). 50% of B2C marketers will results and attribution challenges, 41% of marketers plan to increase their investment in Social Media and 47% will increase their Social Media budgets, and another 56% will maintain spending. maintain their budgets. © 2012
- 15. 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 marketingteam@webmarketing123.com. ABOUT Webmarketing123 CONNECT WITH US A 2 0 12 Webmarketing123 is a digital marketing agency that helps clients convert online visibility into measurable Co mpany business results. Webmarketing123.com In 2012, Webmarketing123 was named by Inc. Magazine as 800.619.1570 one of the fastest growing private companies in the U.S. Our distinctive approach is to pair our metrics-rich Twitter.com/webmarketing123 methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep Facebook.com/webmarketing123 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 Linkedin.com/company/321315 team employing Search Engine Optimization, Pay Per Click advertising, and/or Social Media Marketing to create Plus.google.com remarkable, results-driven marketing programs. Talk to us about how we can accelerate your digital marketing programs © 2012