Adobe 2013 Digital Marketing Optimization Survey: How do you stack up to peers?
We’ve just released the results of our 2013 Digital Marketing Optimization Survey, after compiling data from over 1,800 respondents around the world. Based on the premise that engaging customers online and optimizing their digital experience across channels can mean millions in revenue, the survey was designed to find out if digital marketers are implementing programs to maximize investment or, in some cases, still just talking about it.
Some of the findings are eye-opening, like data showing a majority of the companies surveyed spend 5% or less of their marketing budget on optimization activities. Five percent or less, even though it’s also clear from the data that companies investing more get more in return. For example, companies allocating more than 25% of marketing budgets to optimization are twice as likely to see high conversion rates.
With data like that, it’s logical to ask, “what’s holding companies back”, and almost half of respondents indicated two primary challenges are budget and resources. While companies are starting to invest and advance in digital marketing optimization, there still is much to be done, as indicated by data showing more than half of respondents are unaware of the impact of site search techniques beyond the baseline functionality of keyword matching. Nearly half do not optimize their recommendation strategies and rely significantly on manual updates, with only 18% using an automated approach. And, even though Adobe Analytics saw a doubling of traffic from mobile devices last year, 45% of marketers still do not have a mobile-optimized site.
The results of the Survey provide insight into areas where digital marketers need to excel – key areas like testing, optimized targeting, leveraging consumer data, social, site search, and automated recommendations. It doesn’t matter if a company is just getting started with basic optimization practices or mapping out complex strategies to maximize conversion, it’s never been easier – or more necessary – for business to up their game.