Ascend2：2020年數字營銷計劃（英文版）(15頁).pdf

1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services. 2020 Digital Marketing Plans STRATEGIES, TACTICS AND TRENDS FOR 2 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019.

2、4. 2020 Digital Marketing Plans 5. Primary Objectives 6. Strategic Success 7. Critical Challenges 8. Digital Versus Traditional Media 9. Objectives Versus Challenges 10. Most Effective Tactics 11. Investment in Marketing Technology 12. Metrics Used to Measure Success 13. Resource Allocation 14. Asce

3、nd2 Research Partner Programs Table of Contents ADD YOUR INSIGHT! 3 Ascend2 benchmarks the performance of marketing strategies, tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format. This survey was fielded to a panel of marketi

4、ng professionals and marketing research subscribers. Primary Marketing Channel B2B43% B2C38% B2B and B2C equally17% Number of Employees More than 50018% 50 to 50023% Fewer than 5059% Primary role in company Owner / Partner / C-Level46% Vice President / Director / Manager38% Non-Management Profession

5、al16% Survey respondents Methodology 4 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. 2020 Digital Marketing Plans Marketing dollars have shifted from traditional media to digital channels, like email and social media, because the economies

6、 of digital marketing level the playing field for companies of all sizes. But what will an effective digital marketing plan look like in 2020? To help you answer this question, Ascend2 and our Research Partners fielded the 2020 Digital Marketing Plans Survey. We thank the 278 marketing professionals

7、 who responded to this survey during the week of November 11, 2019. This Survey Summary Report, titled 2020 Digital Marketing Plans, represents the opinions of all the market segments responding to the survey. Specific market segments from the survey are reported on separately and exclusively by our

8、 participating Research Partners. This research has been produced for your use. Put it to work in your own marketing strategy. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. ADD YOUR INSIGHT! 5 2020 Digital Marketing

9、Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Primary Objectives As marketers develop digital marketing strategies for the year ahead, their ultimate goals revolve around the sale. Marketers responding to the survey report that increasing sales leads generated (

10、54%) and increasing customer acquisition (49%) are the top primary objectives for a digital marketing plan to achieve in 2020. 14% 30% 33% 38% 43% 49% 54% Improving contact data quality Increasing website visitor traffic Improving customer experience Improving brand awareness Increasing customer eng

11、agement Increasing customer acquisition Increasing sales leads generated What are the PRIMARY OBJECTIVES for a digital marketing plan to achieve in 2020? ADD YOUR INSIGHT! 6 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Very successful (be

12、st-in-class), 39% Somewhat successful, 57% Unsuccessful, 4% Which best describes the SUCCESS of a digital marketing plan at achieving the primary objectives? Strategic Success Investing in the implementation and optimization of digital marketing strategies pays off. Nearly all marketers (96%) have d

13、eemed digital marketing plans successful to some extent at achieving primary objectives of an overall strategy. About four-in-ten marketers (39%) would describe their digital marketing plan as very successful, or best-in-class compared to competition. ADD YOUR INSIGHT! 7 2020 Digital Marketing Plans

14、 Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Critical Challenges Optimizing a digital marketing strategy to fill up the funnel and increase revenue with sales is a challenging process. Nearly half of marketing professionals surveyed (48%) report that both increasing

15、 customer acquisition and increasing sales leads generated will be the most difficult obstacles for a digital marketing plan to overcome in 2020. 27% 29% 31% 35% 38% 48% 48% Improving contact data quality Improving brand awareness Improving customer experience Increasing website visitor traffic Incr

16、easing customer engagement Increasing sales leads generated Increasing customer acquisition What are the most CRITICAL CHALLENGES for a digital marketing plan to achieve in 2020? ADD YOUR INSIGHT! 8 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November,

17、2019. Digital Versus Traditional Media As media evolves, the more traditional print and broadcast forms are taking a backseat in marketing strategies. Only 13% of marketers surveyed consider traditional media forms to be more effective than their digital counter parts. 40% of marketers report that d

18、igital media (online, web, and social) is significantly more effective in a marketing plan. 40%47%12% 1% Digital/online/web/social media is significantly more effective Digital/online/web/social media is somewhat more effective Traditional print/broadcast media is somewhat more effective Traditional

19、 print/broadcast media is significantly more effective Which best describes the effectiveness of DIGITAL VERSUS TRADITIONAL media? ADD YOUR INSIGHT! 9 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Objectives Versus Challenges Marketers rep

20、ort that the primary goals for a 2020 digital marketing plan to achieve are also the most critical challenges to success. As marketers strategize for the year ahead, focusing on the alignment of digital efforts with sales will lead to more successful outcomes. 27% 35% 31% 29% 38% 48% 48% 14% 30% 33%

21、 38% 43% 49% 54% Improving contact data quality Increasing website visitor traffic Improving customer experience Improving brand awareness Increasing customer engagement Increasing customer acquisition Increasing sales leads generated Comparing primary objectives versus critical challenges. Primary

22、objectivesCritical challenges ADD YOUR INSIGHT! 10 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Most Effective Tactics Although tactics such as AI and chatbots are growing in popularity, marketers still consider the more tried and true di

23、gital approaches as the most effective. Search Engine Optimization (SEO) and social media and blog posting are considered the most effective digital marketing tactics used according to 49% and 47% of marketers, respectively. 5% 33% 42% 43% 43% 47% 49% AI/Chatbots Videos/motion graphics Email/enewsle

24、tters Personalization/content Search and social ads Social media/blog posting Search Engine Optimization What are the most effective digital marketing TACTICS used? ADD YOUR INSIGHT! 11 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Investm

25、ent in Marketing Technology Marketing technology (MarTech) is fast becoming a necessity for an effective marketing strategy. Only 4% of marketers report that they are not planning to invest in MarTech in 2020. Over a quarter (27%) of marketers say they are, and will continue to, invest significantly

26、 in marketing technology in the year ahead. 27%53%15% 4% Continue to invest significantly Continue to invest moderately Planning to start investing Not planning to invest Which best describes the investment in MARKETING TECHNOLOGY (MarTech) in 2020? ADD YOUR INSIGHT! 12 2020 Digital Marketing Plans

27、Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Metrics Used to Measure Success Optimizing digital marketing efforts includes closely considering the appropriate metrics. Half of marketers (50%) report that the cost per customer acquired is the most effective metric use

28、d to measure digital marketing results. Conversion rate and engagement rate are also top metrics to consider according to 46% and 45% of marketers, respectively. 15% 16% 35% 37% 45% 46% 50% Brand sentiment Channel-specific traffic Cost per lead generated Campaign ROI Engagement rate Conversion rate

29、Cost per customer acquired What are the most effective METRICS USED to measure digital marketing results? ADD YOUR INSIGHT! 13 2020 Digital Marketing Plans Survey. Conducted by Ascend2 and Research Partners. Published November, 2019. Resource Allocation The landscape of digital marketing is rapidly

30、evolving. That is why implementing digital marketing tactics in 2020 will involve outsourcing at least some work to specialists for an 82% majority of marketers surveyed. 71% of marketers report that using a combination of outsourced professionals and in-house resources is the most effective strateg

31、y. Outsourced to specialists, 11% Combination of outsourced and in-house resources, 71% In-house resources only, 18% Which best describes the most effective RESOURCES USED to implement digital marketing tactics? ADD YOUR INSIGHT! 14 RESEARCH-BASED MARKETING FOR MARKETING TECHNOLOGY COMPANIES Receive

32、 a Research-Based Content Blueprint that provides proven strategies on how to demonstrate thought-leadership, engage prospects, acquire new customers, and generate media coverage. Research studies by BuzzSumo, MarketingProfs, and eMarketer finds that original research is the #1 type of content to en

33、gage prospects and convert leads to sales. Find out how you can add research to your marketing mix. RESERVE A PARTNER PROGRAM 15 PUT THIS CONTENT TO GOOD USE! This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners. You may adapt, copy, distri

34、bute and transmit this work. However, you must attribute the work as produced by Ascend2 and its Research Partners, but not in any way that suggests that they endorse you or your use of the work. When you share this content, please provide a link back to . MARKETING POWERHOUSES USE ASCEND2 RESEARCH