Welcome!

News Feed Item

Mobile Marketers Have Highest “Marketing IQ,” Reports Annual Ifbyphone Marketing Measurement Survey

Mobile marketers lead the industry in leveraging marketing metrics and are more successful at linking campaign results across all marketing channels to sales growth, according to the 2014 State of Marketing Measurement Survey conducted by Ifbyphone, the leader in voice-based marketing automation. This year’s results also found three-fourths of CEOs are “totally committed” or “significantly committed” to supporting their marketing teams, up from 67 percent in 2013, and are asking for marketing teams to report weekly and monthly metrics to the C-suite to meet the rising demand for marketing data in 2014.

The annual report revealed a push for more pragmatic marketing campaigns that focus on conversions and return on investment (ROI). Sixty-nine percent of marketers surveyed are tracking growth in sales revenue, 63 percent are reporting the number of new customers, and 58 percent are following the number of new leads.

“The explosion of mobile technology has blurred the line between online and offline strategies for marketing measurement,” said Ifbyphone CEO Irv Shapiro. “Marketers with high marketing IQs are embracing mobile strategies without abandoning other channels, both digital and analog. By integrating multichannel measurement solutions, mobile marketers are deriving actionable insights to fuel growth strategies.”

Other key findings from the 2014 State of Marketing Measurement Survey are reflected in this infographic and include:

Diversifying Marketing Metrics

Marketers are reporting metrics to CEOs more often and for a wider variety of channels. Because the customer journey from discovery to purchase is no longer confined to either online or offline channels, marketers are tasked with following lead activity and tracking data throughout the multichannel experience. The survey found the top mediums for sourcing new leads include:

  • Email (57 percent)
  • SEO and PPC (55 percent)
  • Social media (44 percent)

In terms of which channels demonstrated the highest potential for converting leads into sales, marketers chose analog mediums as their first and second choices:

  • In-person visits (35 percent)
  • Inbound calls (20 percent)
  • Email inquiries (11 percent)

Once the right mix of marketing data has been collected, channel information should be integrated using the latest automation and analytics tools to derive actionable insights.

Mobile Sets the Bar

Marketers who have already started to optimize mobile channels are demonstrating a high marketing IQ by merging multichannel data to extract a more complete picture of marketing conversions and ROI. These marketers are ahead of the game in tracking activities on more channels than the general marketer:

  • 69 percent of mobile marketers track SEO/PPC compared to 55 percent of general marketers
  • 69 percent of mobile marketers report on social media compared to 44 percent of general marketers
  • 31 percent of mobile marketers monitor TV campaigns compared to 9 percent of general marketers
  • 24 percent of mobile marketers follow radio data compared to 6 percent of general marketers
  • 51 percent of mobile marketers gather data from online display ads compared to 25 percent of general marketers

Planning Ahead

Looking to the future, most marketers are planning on maintaining investment in existing marketing measurement technologies to ensure all data gathered is accurate and up-to-date to support decision-making. The top five marketing tools include:

  • Web analytics (73 percent)
  • SEO and PPC tools (63 percent)
  • CRM (52 percent)
  • Mobile or responsive website (46 percent)
  • Call tracking (38 percent)

For most marketers, the major barriers to optimal marketing measurement and reporting are a lack of skilled analytics personnel and marketing automation solutions, as well as making data collection a top priority. To overcome these obstacles, marketers are dedicating more time and resources to marketing measurement, while increasing budgets and working closely with sales and other departments.

About the Survey

The Ifbyphone 2014 State of Marketing Measurement Survey analyzed responses from 551 marketing executives across the U.S. This is the third in a series of annual surveys conducted by Ifbyphone to identify the emerging trends and issues in marketing measurement. The complete survey report can be downloaded here.

About Ifbyphone

Ifbyphone provides the leading voice-based marketing automation (VBMA) platform that businesses and marketing agencies rely on to connect, measure and optimize sales calls. Built specifically for marketing and sales, Ifbyphone’s cloud-based solution helps companies of all sizes optimize marketing spend across all channels, generate and convert more high-quality leads and acquire more business over the phone.

Known for its unmatched ease-of-use and reliability, Ifbyphone’s VBMA platform has successfully processed over 250 million calls for over 650 million minutes. Organizations in all industries use Ifbyphone, including marketing agencies, lead generation, e-commerce, direct response, financial services and insurance, health care, retail and logistics and SaaS and technology. For more information, visit www.ifbyphone.com.

Ifbyphone and the Ifbyphone logo are trademarks of Ifbyphone, Inc. All other trademarks are the property of their respective owners.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Enterprises are moving to the cloud faster than most of us in security expected. CIOs are going from 0 to 100 in cloud adoption and leaving security teams in the dust. Once cloud is part of an enterprise stack, it’s unclear who has responsibility for the protection of applications, services, and data. When cloud breaches occur, whether active compromise or a publicly accessible database, the blame must fall on both service providers and users. In his session at 21st Cloud Expo, Ben Johnson, C...
"Infoblox does DNS, DHCP and IP address management for not only enterprise networks but cloud networks as well. Customers are looking for a single platform that can extend not only in their private enterprise environment but private cloud, public cloud, tracking all the IP space and everything that is going on in that environment," explained Steve Salo, Principal Systems Engineer at Infoblox, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventio...
Data scientists must access high-performance computing resources across a wide-area network. To achieve cloud-based HPC visualization, researchers must transfer datasets and visualization results efficiently. HPC clusters now compute GPU-accelerated visualization in the cloud cluster. To efficiently display results remotely, a high-performance, low-latency protocol transfers the display from the cluster to a remote desktop. Further, tools to easily mount remote datasets and efficiently transfer...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"We're developing a software that is based on the cloud environment and we are providing those services to corporations and the general public," explained Seungmin Kim, CEO/CTO of SM Systems Inc., in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
In his session at 21st Cloud Expo, James Henry, Co-CEO/CTO of Calgary Scientific Inc., introduced you to the challenges, solutions and benefits of training AI systems to solve visual problems with an emphasis on improving AIs with continuous training in the field. He explored applications in several industries and discussed technologies that allow the deployment of advanced visualization solutions to the cloud.
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...