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An Overview Technology Marketing Benchmark Survey 2011.

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Presentation on theme: "An Overview Technology Marketing Benchmark Survey 2011."— Presentation transcript:

1 An Overview Technology Marketing Benchmark Survey 2011

2 Setting the scene Typical respondent: UK based Had marketing qualifications Budget holder or influencer From wide range of different sized client-side organisations

3 Overall importance of ROI is clear felt that ROI was “essential” or “very important” when defining marketing strategy thought the importance of demonstrating ROI had increased in the last 12 months 91%68%

4 Some good news in spite of economic conditions Net increase in the size of marketing functions within the technology sector over the last year. Considerable optimism over budgets for the next 12 months. Most marketers feel well respected within their organisations

5 Stay SameDecrease2% DecreaseStay Same15% Decrease 6% Last 12 MonthsNext 12 Months (Expected)Percentage Increase 28% Stay SameIncrease17% IncreaseStay Same9% DecreaseIncrease7% Stay Same 14% IncreaseDecrease2% Marketing budget change over time Clear Net Increase 54% Stable / Fluctuating 23% Clear Net Decrease 23%

6 Marketing objectives sought to achieve Primary objective 42% 16% 19% 3% 5% 3% 4% Sought to achieve 76% 75% 72% 64% 59% 45% 43% Focus over next 12 months 58% 47% 36% 29% 27% 29% Create leads for sales conversion Build brand Drive sales (direct) Increase web traffic Launch new product/service Nurture leads Increase customer loyalty

7 How effective respondents were in meeting last year’s main marketing objective Very effective Quite effective Quite ineffective Very ineffective 2%

8 Which marketing tools are most used?

9 Used in last 12 months 90% Third party events (e.g. exhibitions)76% PR69% Online advertising63% Search marketing59% Direct mail53% Social media52% Bespoke events (e.g. roundtables, seminars)50% Content marketing (e.g. white papers)50% Print advertising47% Video35% Corporate Hospitality28% Online Events20% Expected net change in spend – + +

10 So why were these marketing tools chosen? Budget Internal Preference/ Expertise Agency Influence 70% 51% 22% 7% Fit For Purpose

11 Most effective tools in terms of investment Bespoke Events Third Party Events 25% 14% 13%

12 Digital techniques set to increase in importance

13 Split will remain constant We will invest more in offline 49%

14 But there are still barriers preventing greater use Lack of internal resources Buy in from decision makers Pressure to be ROI focussed

15 How well informed are marketers when it comes to digital marketing techniques? 64% I’m up to speed with all the latest techniques! I understand the key issues, but I could always learn more. 16%

16 There are serious gaps in our knowledge! I’m not very well informed! 14% 5% How well informed are marketers when it comes to digital marketing techniques?

17 Is the importance of ROI clear? felt that ROI was “essential” or “very important” when defining marketing strategy thought the importance of demonstrating ROI had increased in the last 12 months 91%68%

18 Focus on ROI? Or focus on what you know works?

19 defining a clear direction


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