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
As you move to the cloud, your network should be efficient, secure, and easy to manage. An enterprise adopting a hybrid or public cloud needs systems and tools that provide: Agility: ability to deliver applications and services faster, even in complex hybrid environments Easier manageability: enable reliable connectivity with complete oversight as the data center network evolves Greater efficiency: eliminate wasted effort while reducing errors and optimize asset utilization Security: implemen...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER give you detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPO also offers s...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
@DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises - and delivering real results.
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
DXWorldEXPO LLC announced today that Dez Blanchfield joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Dez is a strategic leader in business and digital transformation with 25 years of experience in the IT and telecommunications industries developing strategies and implementing business initiatives. He has a breadth of expertise spanning technologies such as cloud computing, big data and analytics, cognitive computing, m...
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
DXWorldEXPO LLC announced today that Kevin Jackson joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Kevin L. Jackson is a globally recognized cloud computing expert and Founder/Author of the award winning "Cloud Musings" blog. Mr. Jackson has also been recognized as a "Top 100 Cybersecurity Influencer and Brand" by Onalytica (2015), a Huffington Post "Top 100 Cloud Computing Experts on Twitter" (2013) and a "Top 50 C...
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
Daniel Jones is CTO of EngineerBetter, helping enterprises deliver value faster. Previously he was an IT consultant, indie video games developer, head of web development in the finance sector, and an award-winning martial artist. Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...