And if you think that's bad, wait to hear that 81% of the 1,700 plus digital marketers surveyed reported that after burning the $92 to get you to their site, they then do little to keep you around.
I just finally got the chance to read through a research report put out by Adobe, the 2012 Digital Marketing Optimization Survey, which I took part in earlier this year. My reaction? Oh boy, let me start by telling you that I was as guilty as charged - yes, I belonged to the group that would spend $92 or more to snatch you up. But what really thrown me off was that my peers, and in an alarming amount, had reported of having committed the same sin and more!
The survey, which attracted over 1,700 digital marketers worldwide to participate, asked meaningful but often overlooked questions such as "who or what determines which marketing content is displayed on your site?" and "in which areas are you conducting online tests?". These questions and others focused on examining the conversion gap by looking from an optimization stand point, across channel, content, personalization, social networking and mobile engagement.
Adobe defines optimization as taking action on rich data and content to deliver the highest return on marketing spend and efforts. Of the 1,700 plus digital marketers surveyed in 2011, over 80% of respon
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