Digital Marketing Excellence: Tracking Effectiveness & Testing New Services

STUDY OVERVIEW
Digital Marketing technologies are rapidly transforming the commercial marketplace -- challenging companies to develop new marketing skills that employ a broad range of new tools and techniques. This study identifies how Digital Marketing organizations utilize a variety of metrics and report types to improve effectiveness, demonstrate value, and impact the organization’s bottom line. In addition, this research examines how leading Digital Marketing groups plan for, test, and roll out new services across proprietary and other commercial platforms. 

This research examines how organizations utilize Digital Marketing (DM) metrics and tools to impact the organization's bottom line and effectively demonstrate the value of the Digital Marketing function.

KEY TOPICS

• Areas Covered under Digital Marketing
• Value of Digital Marketing Activities
• Reports Used to Show DM Value
• Tools & Metrics Used to Evaluate Digital Marketing Performance
• Social Media Impact and Investment Levels
• Pre-launch Processes and for Testing and Rolling Out New Digital Marketing Services

• Age of Digital Marketing group
• Executive level for decisions on content displayed on social media platforms
• Topics of most importance to organization
• Reports used to demonstrate value to the organization
• Effectiveness of report types in communicating Digital Marketing value to senior management
• Technology platforms that are tracked or have target metrics
• Effectiveness of metrics employes to assess performance of Digital Marketing
• Audience impact of various forms of social media
• Platforms best suited for assessing ROI
• Investment level changes for social media channels in next 1-2 years
• Target metrics used for social media platforms tracked
• Processes employed when launching a new Digital Marketing service
• Importance of various activities during alpha testing prior to Digital Marketing service launch
• Importance of various activities during beta testing prior to Digital Marketing service launch

• Sales Force Effectiveness and Training Programs Are Well-Suited to Demonstrating ROI:  Overall, 72% of DM groups report that various SFE programs (e.g., equipping the sales force with iPAD technology) and sales training support activities (48%) are more conducive to demonstrating ROI than are more “core” DM channels like Social Media.  However, before increasing sales support activities, companies must decide whether these responsibilities rightly fall under the banner of DM.

• 34% of Companies Don’t Currently Perform Any Pre-Launch Testing of New DM Services:  Nearly two-thirds of benchmark companies test new Digital Marketing services prior to launching, many using an alpha test (non-public) or a beta test (available to small public population) to iron out any problems or issues. However, just 10% conduct both alpha and beta testing prior to launch area, while 34% do not conduct any pre-launching testing at all – a potential critical risk area.
  

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