Blog Post:We asked more than 1,800 digital marketers about their targeting and optimisation strategy and how it impacts their results. Where marketers were using targeted content they saw an increase in conversion, but we also found out that 87% of marketers believe less than half of onsite visitors actually receive targeted content. We know it works, why aren’t we taking our own advice? 53% of marketers told us they spend less than 5% of budgets on optimisation. Although this is an increase from 2012 (48%) it still shows that optimisation is not a top priority for a large group of marketers. In Europe we are doing better, with the results showing 27% companies allocating 5% or less to optimisation.   [caption id="attachment_802" align="aligncenter" width="523"]What percentage of your total marketing budget is allocated to optimisation  activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013 What percentage of your total marketing budget is allocated to optimisation activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013[/caption] Even testing – a core part of optimisation – isn’t seen as a priority according to 46% of European marketers. What’s more, over half (51%) of companies surveyed rely on only one person to decide what content is displayed on their sites and marketing materials - how can one person know what hundreds (or thousands) of unique visitors want? Last year, Econsultancy asked, “Will 2013 be the year of conversion optimisation?”. The evidence shows us that the companies investing in optimisation and testing have a competitive advantage, something we are all looking for. So let’s step it up and give the consumers what they want – personalised, targeted experiences – and what we want, more conversions. Check out the full results here, and tell us below, how much of a priority optimisation and testing is for your organisation? Author: Date Created:28 June 2013 Date Published: Headline:Targeting and optimisation increases conversion and we have the proof Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/06/58.png

We asked more than 1,800 dig­i­tal mar­keters about their tar­get­ing and opti­mi­sa­tion strat­egy and how it impacts their results. Where mar­keters were using tar­geted con­tent they saw an increase in con­ver­sion, but we also found out that 87% of mar­keters believe less than half of onsite vis­i­tors actu­ally receive tar­geted content.

We know it works, why aren’t we tak­ing our own advice?

53% of mar­keters told us they spend less than 5% of bud­gets on opti­mi­sa­tion. Although this is an increase from 2012 (48%) it still shows that opti­mi­sa­tion is not a top pri­or­ity for a large group of mar­keters. In Europe we are doing bet­ter, with the results show­ing 27% com­pa­nies allo­cat­ing 5% or less to optimisation.

 

What percentage of your total marketing budget is allocated to optimisation  activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013

What per­cent­age of your total mar­ket­ing bud­get is allo­cated to opti­mi­sa­tion activ­i­ties (includ­ing agency fees, pro­fes­sional ser­vices, tech­nol­ogy)? Adobe 2013 Dig­i­tal Mar­ket­ing Opti­miza­tion Sur­vey Results, 2013

Even test­ing – a core part of opti­mi­sa­tion – isn’t seen as a pri­or­ity accord­ing to 46% of Euro­pean mar­keters. What’s more, over half (51%) of com­pa­nies sur­veyed rely on only one per­son to decide what con­tent is dis­played on their sites and mar­ket­ing mate­ri­als — how can one per­son know what hun­dreds (or thou­sands) of unique vis­i­tors want?

Last year, Econ­sul­tancy asked, “Will 2013 be the year of con­ver­sion opti­mi­sa­tion?”. The evi­dence shows us that the com­pa­nies invest­ing in opti­mi­sa­tion and test­ing have a com­pet­i­tive advan­tage, some­thing we are all look­ing for. So let’s step it up and give the con­sumers what they want – per­son­alised, tar­geted expe­ri­ences – and what we want, more conversions.

Check out the full results here, and tell us below, how much of a pri­or­ity opti­mi­sa­tion and test­ing is for your organisation?