Roughly 8 in 10 global company marketers – primarily based in Europe – agree that it is cheaper to retain than acquire a customer, but they’re more likely to be focusing on acquisition than retention.
Audience targeting is becoming more widely adopted, now used by more than 8 in 10 advertisers and 9 in 10 agencies, ad networks, ad exchanges and DSPs.
68% of respondents to the survey say that email marketing is core to their business; by comparison, 46% say the same about social.
Almost 6 in 10 e-commerce executives from around the world say that they don’t use site search data such as keyword reports and most popular items to enhance their other marketing programs.
When consumers see an online ad that interests them, 44% of those who take action say they do so by clicking on the ad, while the remainder say they take a different action, such as searching for the product or company in question or typing in the company’s URL address directly to visit its website.
A plurality 34.9% now count increased brand awareness as their primary search retargeting goal.
As for online display, targeting also ranked high, though in this case, advertisers looked to segment audiences and then deliver ads based on that delineation.
For paid search, marketers ranked the landing page as critical for optimization, cited by more than half of agency respondents and nearly half of client-side marketers.
The number of respondents who said FBX was very effective for their ad campaigns rose from 11% in January 2013 to 20% in September 2013.
Facebook exchange units can deliver an ROI comparable to other search and direct response channels, but that’s more likely to be the case for dynamic than static units.