Cover Story: Media Usage Forecast 2011
The search channels are used less for retention, but among hybrid marketers, 42 percent still engage in SEM for retention and 43 percent use SEO the same way. B-to-C firms have the next highest rate of search for retention (SEM 33 percent and SEO 35 percent, over 15 percent and 21 percent last year) and B-to-B firms use search for retention at a similar rate (34 and 36 percent respectively, compared with 23 and 27 percent in 2010). But, again, each vertical reports more companies increasing search budgets in 2011 than in 2010.
The success of search is also driven, at least in part, by its synergy with branding. As one hybrid marketer explained, a lack of search-engine ranking can be seen as a lack of visibility: "We are not high on search engine results. We have a new corporate structure and logo and want companies to know who we are."
Are We Mobile Yet?
For the 11th time this century, analysts are saying this will be the year mobile marketing takes off. Our survey indicates that marketers still are not on board.
Only half of respondents are marketing through mobile this year, which is up from 34 percent in 2011, but still isn't defining the marketing landscape. Overall, 21.7 percent of respondents are using mobile for retention and 33 percent are using it for acquisition. That seems backward for a notoriously permission-based channel, but getting the prospect's mobile number has become just as much of a priority to many companies as getting the email address.
B-to-C companies lead the use of mobile for acquisition, with 38 percent prospecting through mobile compared to 22 percent of B-to-B and only 11 percent of hybrid firms.
On the other side, however, 31 percent of the hybrid firms plan to use mobile as a retention channel, compared to 23 percent in B-to-C and only 1 percent for B-to-B—one of the widest percentage spreads between the verticals in the whole survey.