August 06, 2005
Role of Digital Marketers
In the August issue of OMMA Magazine they have a chart titled "How North American Marketers See the Role of Digial Marketing" that points out some interesting numbers
| Role | B2B | B2C |
| New Customer Lead Generation | 86.6% | 70.2% |
| Brand Awareness & Recognition | 70.5% | 70.2% |
| Improved Customer Relationships | 64.2% | 74.5% |
| Web Site Traffic Generation | 58.7% | 45.8% |
| Cross-Sell and Up-Sell Existing Customers | 56.3% | 63.8% |
Source: OMMA Magazine,CMO Council, B2B Magazine and USA Today January 2004.
These stats are important since they help demonstrate the importance of Chapter 5 and understanding your web sites goals and objectives. All too often when I work with a company or a business unit these are unclear. It is also interesting that most SEM companies push the "increase traffic" card and that is not one of the top objectives of most digital marketing programs.
Clearly the #1 objective is to generate leads with 87% of the B@B Marketers indicating that was their objective. This is understandable the B2B sector since many of these companies close business offline but are very successful at prospecting online. This takes us to Chapter 11 where we strongly suggest allocating your keywords to the various steps of the buy cycle. During this phase it is critical that you understand what keyword phrases people are using during the "learn" phase of the buying cycle for your specific product or service. The better you can understand that model the more successful you will be matching searcher needs and intent with your compelling copy. This perfect match will result in an exponential increase in leads generated.
Posted by whunt at 01:48 AM | Comments (0)