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Marketing industry experts: the keys to revenue and market share growth:
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  • Forrester Research Inc.: 60% of companies surveyed since 2009 are in the process of reducing traditional Marketing budgets in favour of newer interactive / online Marketing programs.
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  • MarketingProfs.com, a cross-industry subscription-based Marketing resource services provider, reports that 62% of their B2C members and 54% of their B2B members plan on either decreasing or re-allocating their overall Marketing budget, a strong indicator that traditional Marketing is not delivering the results. 87% plan on increasing budgets for online Marketing while 82% will decrease traditional Marketing budgets, with the trend being somewhat stronger in "Industrial" and "Other" sectors vs. the "Services" sector.
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  • Forrester also forecasts annual growth in interactive / online Marketing spending of 17% (CAGR - compounded annual growth rate) through 2015 - in an economy where overall Marketing budgets are being reduced! Email Marketing spend alone more than triples over this period.
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  • More from Forrester: 54% of organizations surveyed recognize that they don't have the internal resources or expertise to keep up with interactive Marketing trends and are outsourcing the responsibility to strategic external specialty Marketing partners; an additional 21% are investing in automated tools to manage interactive programs in-house.
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  • Hubspot, a leading web solution provider, estimates that the cost per new qualified sales lead averages $332 for traditional push / outbound Marketing vs. $134 for interactive Marketing.
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  • A Direct Marketing Association (DMA) study reports that 7.7% of organizations surveyed have already implemented an interactive Marketing automation solution with another 61.6% looking to implement one in the next 12 months. 30.8% have no plans to implement one, with 3 of the top 4 reasons being related to cost of in-house solutions and the 4th reason being IT integration of in-house solutions.
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  • DMA also reports that the top reasons for wanting to implement an interactive / online Marketing strategy include a need for better Marketing efficiency, improve customer-centric communications, speed up time-to-market, and to simplify Marketing operations.
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