New research from Outsell shows marketing channel and social platform effectiveness varies

Marketers' response to ad blocking also plays out differently among marketing clouds and tools implemented
By: Outsell, Inc.
 
 
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BURLINGAME, Calif. - June 22, 2016 - PRLog -- Outsell, Inc., the world's only research and advisory firm focused on media, information, and technology today released additional results from its 11th annual Advertising and Marketing Study 2016. The study surveyed over 1,500 U.S. marketers to provide insight on spending across 36 categories, offering the most comprehensive view into these marketers' spending patterns and their challenges.

According to Outsell's Advertising and Marketing Study 2016: Marketing Platform Perceptions, a company's measure of channel effectiveness varies depending upon the marketing cloud platform or toolset implemented. Marketers using Marketo rank sponsored content, TV and email as highly effective methods, while those utilizing Experian and Salesforce rank search and email more highly. Certain platforms have unique strengths in the minds of marketers when it comes to specific channels such as TV, search, and email.

The research also points to the connection between specific marketing and social platforms. Marketers who rate LinkedIn and Twitter as highly effective tend to come from B2B marketing organizations utilizing Salesforce and Oracle. Those who rate Facebook highly effective tend to use Adobe's tools more. Snapchat, though fairly new as a social marketing channel, plays out best among Marketo, Oracle and Hubspot shops for now.

"Each major marketing technology player comes at the market from a different perspective- Salesforce from sales, Adobe from creative and the web, Oracle from databases, Marketo from the mid-market, and Constant Contact and Hubspot from very small business." said Randy Giusto, Outsell's Vice-President and Lead Analyst for Media, Advertising and Marketing Research. "Each platform compliments specific marketing activities, channels and social network."

Among other study findings:

·        To combat ad blocking, Marketo shops utilize more native and mobile in-app ads, while Salesforce shops push focus more on native ads and higher quality ads.

·        B2C marketers utilizing Marketo and Constant Contact spend more on mobile app efforts over mobile browser ones when allocating their marketing spend on mobile.

·        Ad blocking and ad viewability are two top five concerns among Oracle and Hubspot shops, illustrating that they continue to impact companies of all sizes.

·        The high satisfaction scores of IBM, SAS, Acquia and Adobe illustrate their success among both B2B and consumer facing marketing organizations, with Oracle, Salesforce, Neustar, and Experian not far behind.

Outsell conducted this year's survey in December 2015 and segmented results by marketer experience, age of marketer, size of company, and by B2B or B2C focus. This report, the fourth in a series, examines select results when viewed by specific marketing platforms utilized, teasing out subtle differences in marketer behavior and perceptions of leading platform solutions.

Companies that would like to purchase the report should visit: https://www.outsellinc.com/search/d7entity/52323

For media queries, please contact Dawn Ringel, Warner Communications, at dawn@warnerpr.com, or call +1 978-922-0818.

About Outsell, Inc.

The rapid convergence of information, media, technology, and data is reshaping businesses every day. Enter Outsell, Inc., the only research and advisory firm focusing on these four sectors. As the trusted advisor to executives, our analysts turn complexity into clarity, and provide the facts and insights necessary to make the right decisions. Our proven blend of big data, research, proprietary intelligence, and exclusive leadership communities produces tangible results and a strong ROI. We promise to deliver "wow" and ensure clients stay more focused, save time, and grow revenue in a fast-changing digital world.
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