Use of Inbound Marketing Strategy And Tactics For Success




  • According to the Inbound Marketing Survey by Ascend2 and our Research Partners, 90% of companies are now integrating social media, search engine optimization, content and other tactics for Inbound Marketing purposes, and most are doing it successfully. The findings presented in the Summary Report represent the average of all market segments responding to the survey.

    N.B. According to Wikipedia, Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand

    Improving the quality of leads trumps the importance of increasing the quantity of leads as top objectives. Most important is increasing the rate at which leads convert. 23% of all companies rate Inbound Marketing “very successful”, compared to only 8% that are “not successful” achieving important objectives.

    Most Important Objectives For Inbound Marketing in Year Ahead

    Objectives

    % of Respondents

    Increase conversion rates

    49%

    Improve lead quality

    48

    Increase sales revenue

    46

    Increase lead quantity

    44

    Increase brand awareness

    31

    Increase web page traffic

    29

    Improve analytics/reporting

    16

    Reduce marketing costs

    9

    Source: Ascend2/ResearchPartners, August 2014

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    The lack of an effective strategy and the creation of content are the most challenging obstacles to reaching the next level of Inbound Marketing performance.

    Most Challenging Obstacles to Inbound Marketing Success

    Obstacle

    % of Respondents

    Lack of effective strategy

    46%

    Lack of content creation

    41

    Inadequate budget

    33

    Lack of tactical integration

    32

    Inability to prove ROI

    29

    Ineffective metrics tracking

    22

    Lack of training/experience

    21

    Lack of website control

    11

    Source: Ascend2/ResearchPartners, August 2014

    A majority (58%) of companies outsource all or part of their Inbound Marketing campaigns to supplement internal capabilities and improve campaign performance

    Resources Used for Inbound Marketing Campaigns (% of Respondents)

    • In-house resources only   42%
    • Combo In-house & outsourced   54%
    • Outsourced to agency or consultancy   4%

    Source: Ascend2/ResearchPartners, August 2014

    Original content created to generate inbound traffic is most effective when combined with search engine optimization, the second most effective tactic. Content creation is not only the most effective tactic for Inbound Marketing purposes, it is also the most difficult tactic to execute.

    Tactics for Inbound Marketing

     

    % of Respondents

    Tactic

    Most Effective

    Most Difficult

    Marketing content creation

    59%

    54%

    Search engine optimization

    54

    30

    Social media/social networking

    38

    26

    Website design optimization

    33

    26

    Blogging or guest blogging

    27

    24

    Inbound tactic integration

    21

    39

    Press and public relations

    15

    20

    Mobile marketing

    8

    20

    Source: Ascend2/ResearchPartners, August 2014

    Used by 69% of companies to manage inbound programs, marketing automation saves time and resources, and creates a highly personalized experience for customers. Inbound Marketing integration is a good example of the whole being greater than the sum of its parts, and 90% of companies integrate tactics to some extent.

    • Limited Use Of Marketing Automation   53%
    •    Extensive use   16%
    •    Do not use   31%
    • Limited Integration Of Inbound Tactics
    •    Extensive use   25%
    •    No integration   10%

    Source: Ascend2/ResearchPartners, August 2014

    Ascend2 Research Surveys are conducted online from a panel of more than 50,000 US and international marketing and sales decision-makers and practitioners representing a range of contact roles, company types, sizes and geographic regions.

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