Sherpa: Changes in 2011 Email Marketing Budgets!

Have your email marketing budgets increased, decreased or stayed the same for 2011?

Take a look at this week’s chart from MarketingSherpa to learn how the changes planned for your 2011 email marketing budget compare to those of more than 1,100 marketers.

The extent of changes to email marketing budgets for the coming year

View Chart Online

There’s no question about it — email budgets will continue to rise in 2011. As organizations become (cautiously) optimistic about the improving economy, purse strings are starting to loosen, and email marketing is a primary beneficiary.

In addition to economic forces, email is earning increased investment because it continues to prove itself as one of the most (if not the most) effective tools in the marketing toolbox.

Multichannel (B2B2C) organizations are much more likely to increase their email budget by a significant amount than are single-channel organizations.

B2B organizations, particularly in the industrial sector, are often considered conservative marketing spenders. While a majority of those marketing exclusively to other businesses are increasing email budgets, B2B marketers are also more likely than other marketers to keep their 2011 email budget the same as 2010.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Email Marketing Benchmark Report.

by Jeff Rice, Research Analyst

MarketingSherpa: New Chart: Changes in 2011 email marketing budgets.

Emineo Media

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Google Analytics, Meet Webmaster Tools!

Google continues to provide amazing ways in which search marketing professionals can improve their campaign efforts. The latest is this week’s announcement that webmasters using Google Analytics to track site data can link verified sites in Webmaster Tools when using the same Google account. What does this mean to you?

Perhaps the most valuable aspect of connecting the two services is that users are able to access the Google Analytics Referring Pages report from within Google Webmaster Tools. This means that you will be able to “understand the overall trends in traffic volume from referrals, as well as the sites driving those trends,” according to Google.

This is quite the important development for a few reasons, but perhaps most notable is that webmasters will be able to use the data to see if the sites that link to them most frequently or the content that is linked to the most on a website are actually driving traffic. Why is it important to know that? Well, should you be witnessing links that are not driving traffic you can assume that there is not a lot of value in them which might in turn encourage you to seek out those that do.

This might just be the first value proposition from connecting the two account – in the future you might see others. For example, it is completely possible that Google could take data currently available in Webmaster tools (information on impressions or average position for example) and show the relationship between a number of variables including unique visits, time on site, etc.

WM won’t go into detail about how to link a verified site in Webmaster Tools to a Google Analytics profile but we will say this – the entire process takes just a few minutes and you’d be nearing foolish not to do so. Expect a lot more to come from the Google Analytics and Webmaster Tools connection in the near future.

Website Magazine

Emineo Media

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Strategic Use of Social Media 2011!

Bazaarvoice, the market and technology leader in transforming customer conversations into long-term business value, released the second-annual Bazaarvoice Social Marketing Survey conducted with The CMO Club. The new study charts the progress of CMOs against their 2010 social media goals and benchmarks projected social investments, challenges, and expectations for 2011. The survey shows that social media had become an essential component of executive marketing strategies by the end of 2010, with 90% of CMOs participating in three or more social media activities. CMOs still focus on measurability and ROI but are recognizing there’s even more business impact to uncover. Nearly all (96%) are beginning to look beyond sales goals and web metrics to focus on how social media can deliver strong insights that fuel improvements across the business. This is consistent with Forrester Research’s recent finding that more than 45% of all companies now use social media assets for product development in addition to customer engagement (83%), and indicates a sea change in the strategic value that CMOs place on social today.

Key Findings:

The 2011 Survey points to a big shift in the power of social media and user-generated content, as brands begin to organize these voices into strong insights that serve as the launch pad for innovation and business change. In 2011, 93% of CMOs plan on using some form of user-generated content to inform product and service decisions. Top forms of user-generated content used in 2010 include customer stories (59%), product suggestions or ideas (54%), polling (49%), and customer reviews (47%).

CMOs were optimistic about tracking ROI for social in 2010 — 81% of those who participated in the 2010 Survey said they planned to track social media to revenues in 2010. However, standard ROI metrics proved difficult to measure for many social efforts; only 40% of CMOs surveyed in 2011 successfully tracked ROI on their social initiatives. Still, measurability remains a top executive priority, with sales conversion and revenue attribution standing out as the #1 and #2 growth opportunities in social measurement.

The 2011 Survey indicates that many CMOs still use social media tools without clear insight into the ROI that tool is delivering. More than half of CMOS still don’t know or don’t see ROI across many social media tools, in particular Facebook, LinkedIn, and Twitter. Bright spots include product ratings and reviews (59% see average or significant ROI); company / brand communities (56%); and company or brand blogs (48%).

Bazaarvoice

Emineo Media

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