BRIANWOOLF.COM

Welcome Marketing & Loyalty Speaking & Connecting Brian's View Books by Brian Marketing Studies Contact Us

Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

Get it on Amazon (Kindle/Print)

E-marketers go for content & personalisation

Marketers are prioritising content creation and personalisation in their web site investment strategies for the next 12 months and putting social media on the backburner, according to a survey of 250 marketing decision makers by EPiServer.

Increasing the amount of information available topped the list of the top three areas of focus (58%), followed by providing more personalised content (45%), then developing a member or customer portal (37%).

Perhaps surprisingly, social media barely features in the website strategies of UK marketers for the next 12 months. Only 8% of respondents said providing a hub for social activity was a key purpose of their website, putting it at the bottom of their list. Less than half (47%) stated they run any social media activities at all.

The most common objectives for a web site presence were focused on more commercial aspects, with "driving sales leads" being cited by 39% and "onverting web site visitors into customers" by 34%. Dealing with customer service enquiries was also highlighted as a goal by 30% of respondents.

Encouragingly, 30% of marketers said their budgets for digital marketing are growing, which bodes well for those hoping to increase content creation and introduce user communities. However, this road may not be easy as the three biggest challenges in managing web site content were keeping content fresh and engaging (63%), understanding what visitors want (37%), and putting in place personalised content (20%).

"As the web continues to grow in importance, delivering engaging online experiences will become increasingly important for businesses that want to engender brand loyalty," said Maria Wasing, vice president of marketing for EPiServer. "However, as the survey demonstrates, there are some major challenges to overcome. But, by taking the right approach and combining content, community, commerce and communication, marketers can meet the heightened expectations of online visitors and customers."

A guide entitled 'Online Strategies 2010' based on the survey's full results has been made available for download from EPiServer's web site - click here (free registration required).

Sources: EPiServer / The Marketing Factbook.
Copyright © 2010 - 2026 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Marketing Operations Playbook?

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)