Social Media ROI Tops SEO, Email Still King - Lyris Web Optimizer Survey
Emeryville, Calif. – November 15, 2012 – Lyris, 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.”
The research mined for best practices and insights that increase customer value and ROI.
- 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
- 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 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
- 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)
The report is based off a survey Lyris conducted in the summer of 2012 with 294 of its mid-size and enterprise-level customers.