- Disconnect between mobile growth & agency assignments: Survey
- Website/social media analytics top marketing priority
- Big Data delivers results but enterprises struggle with skills
- CMA to go before House of Commons Committee
- Customer website satisfaction linked to strong ROI
- One last word... Does the "freemium" model work?
Advertisers have online and mobile marketing fever, but agencies aren't necessarily writing the prescription, according to a new poll from consulting firm RSW/US. Moreover, although marketers are using both channels significantly more than three years ago, mobile assignments still hover near the bottom of all digital work agencies receive, the poll found. RSW/US cited marketer familiarity with the digital space as one reason for moving more work in-house.
Website and social media analytics are a top priority for marketers this year while attribution modeling is low on most lists, according to Adobe's 2012 digital marketing optimization survey. Eight in 10 of those surveyed said they allocate 15% or less of their marketing budget to on-site optimization. When asked to identify the top five optimization strategies they plan to employ this year, marketers cited website and social media analytics. Attribution modeling, automated recommendations and on-site search were ranked at the bottom of the list.
Tuesday's Wall Street Journal reports that "Big Data" is slowly moving into the enterprise, and where it has been used, has resulted in impressive performance improvement. However, while there is increasing adoption of the technology, executives still see obstacles and organizations lack the skills and the tools to handle the data. The article cites a Capgemini report released on Tuesday and conducted by the Economist Intelligence Unit which found that on average where companies have applied Big Data techniques they are seeing a 26% performance improvement. Just over half of executives surveyed said management decisions based purely on intuition or experience are increasingly regarded as suspect, and two-thirds insist that management decisions are increasingly based on "hard analytic information". The biggest obstacles to the wide-ranging adoption of big data was the "silo-ing" of data within organizations, while lack of skills was also a key inhibitor—some 85% of respondents said it was the ability to handle the data and act on it in real time was a challenge.
Over the past month, the House of Commons Standing Committee on Access to Information, Privacy and Ethics (ETHI) has been studying the privacy impacts of social media. Witnesses to date have included Jennifer Stoddart, Privacy Commissioner of Canada, privacy advocates from University of Ottawa and the Canadian Chamber of Commerce. CMA's Special Digital Privacy Counsel is scheduled to appear before the Committee on June 21st.
New research finds that online customer satisfaction is linked to return website visits, future purchases and loyalty. Specifically, the study by customer-experience company ForeSee found that customers who said they were highly satisfied with their experience on a company website are 63% more likely than less-satisfied customers to return to the website; 80% more likely to purchase from the company in the future; 88% more likely to use the company as their primary resource; and 116% more likely to recommend the website to a friend.
Yes, with four of ten consumers (42%) subscribing to new products and services after experiencing them for free. (Source: iYogi Insights)