The State of Marketing 2010 Unica's Global Survey ... - Light Reading

More documents

Recommendations

Info

ADOPTION OF MARKETING TECHNOLOGY Email Marketing, Web & Customer Analytics, and Campaign Management Widely Adopted, with Varying Maturity Email marketing, web analytics, customer analytics, and campaign management are expected to be the most widely used categories of marketing software in the next 12 months (78%‐86% expected use for each of these categories over the next year). However, other questions reveal that despite similar adoption rates and widespread usage, these technologies have dramatically different levels of maturity. Over half (58%) of web analytics adoption consists of free tools like Google Analytics and Yahoo Analytics (although sometimes in combination with paid tools). Furthermore, email marketing software is fragmented across many different vendors. Nine different vendors had 7% to 10% adoption, but no email vendor has more than 10% adoption. These facts highlight the relative immaturity of both web analytics and email markets. Contact Optimization and Social Media Monitoring Are Growth Winners, while MRM Lags When looking more broadly across additional marketing technology categories, no new categories surface as adoption winners. However, contact optimization (25% growth) and social media monitoring (21% growth) will be the highest growth categories in the next 12 months. The lowest rates of technology adoption are in the tactical and process focused areas: marketing resource management (MRM); marketing mix optimization; marketing financial management; marketing asset management; distributed/field marketing; public relations management; event detection; and event management (39%‐48% current and expected use for each of these categories). Figure 14: Current and Expected Usage by Software Category Q. Which of the following marketing software categories does your company currently use or is planning to use? Base: Total Sample (155 Respondents) Unica Corporation | www.unica.com 10
EMERGING MARKETING CHANNELS Marketers Adopt Emerging Channels with Enthusiasm The Internet combined with broad consumer adoption of mobile, social, and rich media technologies has set in motion a chain reaction in the fragmentation of media and the proliferation of marketing channels. The list of emerging marketing channels continues to grow at an astounding pace. A very high proportion (84%) of marketers said that they plan to leverage at least one emerging marketing tactic (rich media, mobile marketing, or social media) in the next year. Figure 15: Current or Planned Use of Emerging Marketing Tactics Q. Are you currently using or planning to use any emerging marketing tactics (e.g. mobile marketing, rich media marketing, or social media marketing)? Base: Total Sample (155 Respondents) High use of all the emerging technologies is expected in the next 12 months: social media marketing (e.g., Facebook: 70%); rich media marketing (e.g., video or podcasts: 67%); and mobile marketing (e.g., mobile websites or mobile applications: 57%). Figure 16: Usage of Emerging Marketing Tactics Q. Which of the following marketing tactics is your company currently using or planning to use? Base: Total Sample (155 Respondents) Unica Corporation | www.unica.com 11
Page 1 and 2: The State of Marketing 2010 Unica
Page 3 and 4: MARKETING PRACTICES & BUSINESS PROB
Page 5 and 6: Centralized Decisioning Adopted by
Page 7 and 8: Marketers Maintain Use of Offline D
Page 9: Marketers Need to Coordinate Online
Page 13 and 14: Press Play: Video Dominates Rich Me
Page 15 and 16: Adoption is Healthy across Tactics
Page 17 and 18: RESPONDENT PROFILES Respondents Inc
Page 19 and 20: SURVEY METHODOLOGY Unica Global Ma

The State of Marketing 2010 Unica's Global Survey ... - Light Reading

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?