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 respon­dents reported allocating 15% or less of their mar­ket­ing bud­get to opti­miza­tion efforts. Just a shy 1% up from 2009.

On overall site, page and content optimization, here’s what the marketers reported:

More than 50% cited testing was not a com­pany priority
Fewer than 50% reported are opti­miz­ing on-site search results and
38% of said that they don’t provide any con­tent or prod­uct recommendations features on their site
In the bur­geon­ing areas of video, mobile and social on the other hand, marketers seem to be on track:

61% said they are focus­ing on video in 2012 to help drive conversion
70% of respon­dents cited social shar­ing as a top effec­tive social strategy and
The top three mobile strate­gies mar­keters plan to focus on this year are mobile opti­mized sites, mobile apps, and adver­tis­ing pro­mo­tions, includ­ing bar codes and QR codes
So what’s going on here? After not buying into social and mobile for years, are we finally starting to figure it out? But did that come at the expense of abandoning some long-time tried and true web tactics? I hope not. Let’s not forget, as web mavens, our job is to nourish the whole digital ecosystem and that usually starts from the web (the one you have little control over) and, in a perfect world, should ends on your site (the one that you are in charge). The loop can be long, can be short; the circle can be big, can be small, but most importantly, integrated marketing beats out stand-alone campaigns (that’s a whole other story we can explore some other time) and optimization, applied effectively, will help increase your bottom line.

Coming back to the Adobe report, five areas emerged that may hold the biggest ROI opportunities for marketers to “take advantage of”, or I’m just going to be honest and say these are the areas that we need to catch up. Here’s what Adobe had to say about them:

Pri­or­i­tize opti­miza­tion across your orga­ni­za­tion as a strate­gic process. Tip: demon­strate small con­ver­sion wins to gain sup­port and buy-in for more ongo­ing opti­miza­tion efforts.

Use a data-driven approach to opti­miza­tion. To do: lever­age your ana­lyt­ics to bet­ter inform site search results, what con­tent to test and to rec­om­mend and what areas to focus on personalizing.

Opti­mize con­ver­sion with video. Do now: offer more video con­tent, whether it’s cre­ated in-house or cre­ated by your users. Both for­mats offer vis­i­tors with a way to engage deeper with your brand and become more edu­cated before decid­ing to click, pur­chase or subscribe.

Opti­mize social engage­ment. Do more: enable con­tent shar­ing func­tion­al­ity within your con­ver­sion fun­nel and test the place­ment and mes­sag­ing of the calls-to-action.

Opti­mize for all mobile chan­nels. Double check: make sure that your tablet expe­ri­ence is laid out for that par­tic­u­lar audi­ence and the way they pre­fer to shop or con­sume con­tent. Your approach for smart­phone users will also be distinct.
Get a copy of the results report and if you have time, go through the questions with your team and use it as an opportunity to rate yourself and if necessary, reassess your digital strategy.
cbprs
geofabrik
gallery
mof
caradvice
primorsky
2525r
orderup
simplifique
sonobi
sugardaddyaustralia
asus
unternehmensregister
laekb
psicologi-italia
mondaycampaigns
matrimonio
flowerdelivery-reviews
dttheme
money
mediatel
elementary
oldrepublictitle
loyno
vertouk
renault
1pondo
thenational
gbrmpa
nova
crexi
gvm
swiperjs
aklam
t-mobile
hb-themes
recurse
saif
ing-diba
mediaexpert
toolbox
ds
gdbs
go-fair
hansemerkur
terviseamet
bayanistanbulescort
bollywoodhungama
dyq
uctoday
hbz-nrw
mrs
tsf
voluum
ynaic
argondesign
wp-themespoint
hsfacal