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Social Media ROI Tops SEO, Email Still King - Lyris Web Optimizer Survey

November 16, 2012
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Emeryville, Calif. – November 15, 2012Lyris, Inc., a global provider of digital marketing solutions, today announced the findings of its 2012 Digital Optimizer Survey. The report highlights the most effective digital marketing practices, techniques and future investments to improve customer engagement and boost ROI. An infographic that summarizes the findings can be found here.

“Today's digital marketers face an increasingly complex customer interaction landscape. In order to succeed, marketers must be able to harness the power of data to connect with buyers in simple, meaningful ways,” said Alex Lustberg, CMO of Lyris. “However, as we continue to evaluate marketing investments we have found that there is an increased need for best practices and analytics that can deliver the actionable insights to improve marketing effectiveness.”

Key Findings:

The research mined for best practices and insights that increase customer value and ROI.

ROI Assessment

  • Email and website reigns with email maintaining its position as a critical digital marketing practice, and cited alongside website marketing as providing the highest ROI
  • Social media ROI cited as surpassing Search Engine Optimization/Marketing (SEO/SEM) (57 percent) compared to SEO (43 percent) and SEM (45 percent)
  • Nearly two-thirds (66 percent) have a blog yet only 22 percent of respondents cited a positive ROI

Email Marketing

  • More than half indicated that triggered emails drove highest ROI
  • List segmentation by demographics most frequently used (39 percent) yet segmentation by behavioral data and website activity used significantly less
  • Biggest challenges cited as growing subscribers and delivering highly relevant content

Social Media Engagement

  • Nearly all marketers now use social media tactics (more than 80 percent), with Facebook cited as driving best results, followed by Twitter and LinkedIn
  • 51 percent said they plan to increase spending on Facebook in the coming year, exceeding other social media investments
  • Social media integration is improving with 71 percent rating message consistency across email, Facebook and Twitter. Yet, less than 50 percent include social share links or social content in emails

Mobile Marketing

  • Mobile optimized landing pages most commonly used tactic (27 percent)
  • Surprisingly, more than a third did not indicate using mobile tactics, which indicates it is still lagging in adoption
  • Only 21 percent design a mobile version of an email campaign

CRM Solutions

  • More than half of respondents currently integrate or plan to integrate CRM with email solutions
  • Salesforce cited as top CRM solution planned to integrate with email
  • Top three CRM behavioral data cited as important to engage customers was email behavior (48 percent), transactional data (43 percent) and Web behaviors (39 percent)

To view the full report visit: http://landing.lyris.com/2012-lyris-digital-optimizer-report-actionable-insights-for-delivering-customer-value-US?source=70170000000hXuo.

The report is based off a survey Lyris conducted in the summer of 2012 with 294 of its mid-size and enterprise-level customers.

Supporting Resources:

-  2012 Lyris Digital Optimizer Report
-  Infographic: Lyris Digital Optimizer Report
-  Lyris Blog
 
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The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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