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need-to-know marketing facts

We constantly have our eye on business and marketing research and trend articles and are picking out facts and stats every marketer should know as 2012 progresses. From Google's marketshare and UK B2B email performance, to email ad spending, lead generation, social ROI and social media usage, if you're not already, make sure you're familiar with these need-to-know facts...

We constantly have our eye on business and marketing research and trend articles and are picking out facts and stats every marketer should know as 2012 progresses. From Google's marketshare and UK B2B email performance, to email ad spending, lead generation, social ROI and social media usage, if you're not already, make sure you're familiar with these need-to-know facts...

B2B email marketing: B2BMarketing.net's 2012 email benchmarking report includes the following stats on how UK B2B marketers are using emails to achieve their objectives, how email marketing is performing and more... ₂₃

* 78% of B2B marketers are using email to generate/nurture leads, 68% for building/enhancing brand, 59% for driving sales, 52% for strengthening thought leadership
* 53% of B2B marketers will increase their investment in email marketing this year
* Average soft bounce rate is 5%, average unsubscribe rate is 2%, average hardbounce rate is 4%
* The best times to send emails are: Tues 10am-1pm, Weds 110am-1pm, Thurs 10am-1pm
* 84% is the average deliverability rate.

B2B lead generation: B2BMarketingNet's recent Lead Generation and Nurturing: Benchmarking Report contains the results of a survey carried out with 300 client-side marketers to identify attitudes, trends, tools and techniques used to achieve marketing objectives. Some of the most interesting highlights are below₂₆:-

* 60% named lead generation as one of their top three priorities with the highest priorities being to increase the quality and quantity of leads generated (53% and 50% respectively)
* Live events and telemarketing are best for lead quality. Live events were cited as best for quality of leads by 43% of * respondents compared to 40% for telemarketing, while email was top on quantity
* 42% of respondents identified email as the number one channel for generating new leads when it comes to targeting new customers
* 24% of respondents reported creating content for lead activity was their top issue.

Content marketing now: “MarketingProfs and the Content Marketing Institute surveyed 1,092 marketers in August and the resulting report, "B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends," gives an insightful, detailed look at how content marketing is now being adopted and invested in, with revealing comparisons to other channels and tactics.

9 out of 10 B2B marketers are using content marketing to grow their businesses
B2B Marketers are using social media more frequently:  YouTube: 47% increase, LinkedIn: 39% increase, Twitter: 35% increase, Facebook: 30% increase, 
Increased adoption rate for these tactics - Blogs (27% increase), White papers (19% increase), Videos (27% increase)
Content marketers are becoming more effective - Blogs: 45% increase, Case studies: 32% increase, Videos: 36% increase, Webinars/webcasts: 25% increase
Content marketing spend is increasing - On average, 60% of respondents indicate that they plan to increase their content marketing budgets over the next 12 months.”

Email ad spending: “It appears that reports of email’s death were greatly exaggerated. Spam filters and even the threat of an opt-out registry can’t stop what Forrester Research calls “the workhorse” of interactive marketing. In its "U.S. Interactive Marketing Forecast, 2011 to 2016,"Forrester states that email ad spending is going to grow by only a modest 10% during the next five years, but that marketers will increase spending on analytics to better focus on customer relationship management and targeting campaigns.” ₉

Gamification spend: “The gamification sector is worth about $100 million this year, but it’s expected to grow to more than $2.8 billion by 2016, according to a survey from M2 Research. In 2012, the top vendors in the market expect ad spending to grow by 197 percent.” ₉

Google facts: Larry Page, Google's CEO shares some of the latest Google-relates statistics...

* Google Chrome browser has over 200 million users
* YouTube has over 800 million monthly users who upload an hour of video per second
* Google’s mobile advertising grew to a run rate of over $2.5 billion by the third quarter of 2011 — two and a half times more than at the same point in 2010
* Well over 100 million users are active on Google+
* Google launched Gmail in 2004 and now is used by more than 350 million people. ₂₅

In terms of search market share: “Google owns 90% of the search market globally, and 98% of the mobile search market globally.” ₁ For up-to-date market share stats try StatCounter (be sure to adjust the time period).

Internet video: “Internet video is now 40 percent of consumer Internet traffic, and will reach 62 percent by the end of 2015 according to Cisco. One to watch in your content marketing.”₁₆

Mobile advertising: “Thanks to new smartphones and tablets, in 2012 mobile marketing is going to move from text messaging to a richer experience, and mobile advertising will become a true part of the media plan, the eMarketer report states.” A 47% growth in U.S. mobile ad spending is predicted, with spend on search, video, and rich media all also growing more than 50% as advertisers figure out how to translate the desktop experience to the tablet and smartphone.₉

QR codes:” The QR Code (Quick Respond Code) is still an emerging medium: A summer ComScore survey found only 6.2% of mobile phone users had scanned a QR code; the users tend to be male, young, and high-income--catnip to advertisers. Expect to see QR codes a lot in 2012 as marketers school the two-thirds of consumers who don’t know what those funny-looking squares are for.” ₉

Social network usage: As of March 2012 66% of adults were connected to one or more social media platforms with women using social media more than men. 57% of Facebook and 59% of Twitter users are women. Pinterest and Google+ is where the biggest gender divide is evident: 82% of Pinterest users are women, whereas 71% of Google+ users are younger men (approx. 50% of Google+ users are 24 or younger). LinkedIn sees a more balanced usage between men and women (50/50 split) and appeals to an older age group (49% of users are over 45). NB Whilst these statistics are based on US research from Online MBA, UK social media usage typically mirrors that of the US meaning the above is a useful gage to have in mind when determining which channels are best suited to your business. When it's available we'll be updating this article with the latest UK figures.

Social ROI & social media results: “According to an Econsultancy report only 8% of marketers surveyed could attribute ROI for all their social media investments as of Oct 2011.” ₄ In April 2012, Econsultancy released a new report on UK businesses and their use of social media which shows a small jump to 10%. But it's not all negative in terms of how businesses are seeing return:-

* 1/4 of those surveyed indicated that they've seen increased traffic
* 1/3 are convinced that social media has increased customer loyalty and boosted customer engagement
* 1/5 credited social media with increased sales
* More than 50% of decision-makers said the time they've invested in managing their social media instments has increased in the past year.
* Nearly 1/3 moved into a new social channel in 2011, and 17% expect to do the same this year

And finally, according to EPiServer, "Marketers now spend an average of an hour a day managing social media, with only 6% managing multiple channels centrally.₂₄

Twitter usage in the UK: Here's what the Guardian's latest research on how we're using Twitter in the UK reveals... ₂₇

* Twitter now has 10 million active users in the UK, out of 140 million worldwide
* The UK's proportion of mobile users is 45% higher than the average for the world
* 80% access it through mobile phones, unusually high compared to the 55% global average
* The UK is the fourth-largest country for Twitter users in the world, after the US, Brazil and Japan.

For a full run down on the marketing behaviours and an A to Z of the technologies, companies and developments to watch over the coming months download our ebook here.

1 2012: The trends every marketer should be aware of             
2 2012 Content Marketing Benchmarks, Budgets, and Trends
3 Top 5 Marketing Trends for 2012
4 2012 Trends: Social Media Metrics Take Center Stage          
5 PR, Communication, and Marketing Trends 2012 – Part 1    
6 The Brand Keys 12 for 12: Brand and Marketing Trends for 2012: Parts 1 & 2
7 2011 and 2012 Marketing Trends – “Be On The Cutting-Edge, Not The Bleeding-Edge!”
8 12 Marketing Predictions for 2012
9 Top 10 digital marketing trends 2012
10 DMA2011: 9 Digital and Direct Marketing Trends for 2012
11 21 Social Media Marketing Trends for 2012
12 Business marketing trends 2012
13 Top marketing trends for 2012
14 Top 5 Marketing Trends 2012 – Infographics, Video and Social Media
15 “My Predictions – Business and Marketing Trends 2012″
16 PR, Communication, and Marketing Trends 2012 Jonathan Bean
17 Top Ten Marketing Trends for 2012
18 Top 12 Digital Predictions for 2012 by Millward Brown
19 Triple-A your marketing communication by Marke2ing
20 Marke2ing
21 Top 10 Marketing trends of 2012 by Sookie Shuen
22 Social demographics infographic (Mar12) by Mashable
23 B2B Email Benchmarking report 2012 highlights by B2BMarketing.net
24 UK business investing more in social media, but failing to measure ROI: report by Econsultancy, April 2012
25 CEO Larry Page & 7 amazing stats about Google, April 2012
26 Lead Generation and Nurturing: Benchmarking Report, May 2012
27 Twitter now has 10m user in the UK, May 2012


Tags: content marketing | email ad spending | gamification | Google market share | lead generation | marketing facts | marketing strategy | QR Code | social media ROI

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