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Vital Stats: Marketing Surveys, Research, Trends and Analysis
of Interest to Marketers
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Accurate Website Visitor Measurement Crippled by Cookie Blocking and
Deletion, JupiterResearch Finds
According to
JupiterResearch's recently released report, "Measuring Unique Visitors:
Addressing the Dramatic Decline in the Accuracy of Cookie-Based
Measurement," in 2004 58% of online users have deleted "cookies", which
are small files often deposited on their computers by Web sites they
visit. Tracking cookies is a principal means Web site operators use to
track visitors, personalize their sites, and account for the effectiveness
of marketing campaigns and Web site enhancements.
Executives Rank Marketing Most
Critical Area for Next Generation of Business Leaders
According to a survey of U.S. senior
executives, marketing will be the most important area of expertise for the
next-generation of leaders.
Marketing
Accountability is Top Issue on Marketers Minds, ANA Survey Reveals
An annual survey by the Association of National Advertisers (ANA)
conducted to help shape its Annual Conference in October 2005, ranked accountability as
senior marketers' top priority. The survey asked senior marketers to choose their top three issues from a
comprehensive list and then rank them in order of importance, from one to
three.
Senior Execs Say
Marketing Budgets Will Rise 20%, Jump 27% for Companies that Measure
Effectiveness
By Peter
DeLegge
Marketing budget
projections for first quarter 2005 are in… and they’re promising. Research
conducted by Blackfriars indicates that companies are increasing 2005
budgets an average of 20% compared to 2004. Blackfriars estimates that
strong marketing spending will continue into 2005 – double the growth seen
in 2004.
Multiple Studies Reveal Increased Marketing Budgets and Hiring
Projected for 2005
By Peter DeLegge
Two studies reveal increased marketing budgets and marketing
hiring planned for 2005. The top five areas targeted for increased spending
are outlined.
U.S.
Advertising Expenditures Increases 10.3% From 2004 Level: TNS Media
Intelligence/CMR
Total advertising expenditure for the first nine months of
2004 increased 10.3 percent to $102.4 billion compared to the same time
period in 2003. Read full
article...
DoubleClick's Q3 2004 Email Trend Report Shows Email
Continuing to Drive Online Sales
DoubleClick's Q3 2004 Email Trend Report reveals a significant increase in the productivity of email for online
merchants, with conversion rates and number of orders per emails delivered
both rising over the previous year’s rates. For all mailers, the latest
trend report shows continued stability in overall email performance over the
past two years, while year-on-year figures show an increase in delivery
rates and a decline in open rates and click-through rates.
Read full article...
U.S. Companies Severely Mismanaging New
Business Opportunities, CMO Council/BPM Forum Survey Finds
Marketing and C-Level executives are dissatisfied with the
way they
generate new business, yet more than half lack formal processes to correct the
problem.
Read full
article
Marketing Department Priorities Often Differ From CEO’s Agenda, ANA/Booz
Allen Hamilton Study Finds
A study by the Association of National Advertisers (ANA) and
Booz Allen Hamilton found the corporate marketing function is not aligned
with the CEO’s agenda, instead focusing on tactical issues such as
maintaining branding guidelines, sharing best practices, and counseling
divisions. Further, the joint study revealed that the role of the CMO is
poorly defined at an alarming number of companies, and that companies expect
marketing to provide measurable outcomes such as return on investment (ROI),
but current measurement processes are not up to the task.
Read full article
Advertisers Will
Spend $4 Billion Dollars in 2004 on Search Engine Marketing
A Search Engine Marketing Professional Organization (SEMPO)
concludes that in the U.S. and Canadian market, advertisers will spend
$4.087 billion dollars this year on search marketing programs. That figure
comprises payments to search engines and search-related media companies,
search engine marketing agencies as well as in-house expenditures in support
of such programs, including "paid placement," "paid inclusion," "organic
search engine optimization" and "search engine marketing technology
platforms" (terms which all are further defined in the report).
Read full article
Search Engine Optimization &
Marketing Firm, Oneupweb Reveals Research Showing BtoB Magazine’s Top 100
Advertisers Ignore SEO & Lose Potential Online Business
Oneupweb, a leading search engine optimization (SEO) and
Marketing (SEM) firm, recently published a research study showing that 46
percent of BtoB Magazine’s Top 100 Advertisers showed only nominal search
engine optimization or ignored it all together. Most importantly, the study
shows that well-optimized sites placed better in search engine results.
Read full article
Interbrand
Report: Brand Value Proves Stable Against Volatile Stock Market Valuations
Interbrand's ranking of 100
global brands by dollar value.
Full Story
Report Sees Growing Momentum Behind
Business-to-Business eCommerce
Despite Consolidation and Closures
Among B2B Exchanges Companies Continue to Make Progress With eBusiness
Strategies Full Story
Sixty Eight Percent
of Executives Unable to Measure Marketing Campaign Return on Investment,
Says Accenture Study
According to a new study, 68 percent of US and
UK marketers do not know marketing campaign ROI, while
65 percent are unable to integrate and share customer data across the
organization in order to develop a single view of the customer.
Full Story
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