Coremetrics: The Face of the New Marketer

Key findings in “The Face of the New Marketer” include:

· Three quarters of marketers report that using various online tools for personalization is a priority and 81% claim that it’s very important for them to increase visitor value through compelling product and content offerings. Yet only half report they currently use online personalization tools (51%).

· When asked how they would evaluate marketing success at the end of 2009, nearly half (47%) said “meeting our key performance indicators.” However, well over half of marketers (62%) claim they are not confident they are tracking the right metrics for online marketing performance—a significant discrepancy.

· The two top challenges facing marketers are:

o Obtaining an integrated view of customers across online marketing touch points (45%)

o Interpreting the resulting data (41%)

· The three areas that have seen the biggest spending increase this year are:

o Online marketing (69%)

o Generating online business (56%)

o Web 2.0 (55%)

· 67% indicated that marketing has always been viewed as critical in their organization—only 19% say that marketing is seen as discretionary.

· The three most commonly used forms of online marketing are:

o Email marketing (87%)

o Display advertising (86%)

o Paid search (69%)

· The three most commonly used marketing measurement tools are:

o Individual online marketing campaign performance (77%)

o Online customer behavior—per visit/session (76%)

o Display advertising performance based on impressions (69%)

· Collaboration is important and could be easier if barriers are removed. 97% of marketers say it is important for their organization to collaborate to better target customers. However, only about half indicate that this is an easy process. The biggest barriers to collaboration are:

o Organizational structure (47%)

o Control issues (38%)

o Decision making procedures (33%)

o And poor communication (33%