Bizo - Business Audience Marketing

Primary Survey-Based Research

August 2011 – Strategic Marketing Priorities Survey

Bizo unveiled the results of an online survey of 520 leading in-house and agency marketers, 94% of which play a role in determining overall marketing strategy for their company or clients, with 57% leading the strategy discussion. The findings revealed that while many marketers are betting big on new initiatives in social, some are also doubling down on old favorites like display.

Although an overwhelming majority of respondents said Social ranked highest on the priority list over the next 12 months, most of them have not yet figured out the best measurement techniques. The majority (almost 55%) of respondents are still measuring social media marketing campaigns by an increase/decrease in followers – completely missing the bigger opportunity to target their desired prospects.

Of marketers that do display advertising, 84% of respondents said display is as important or more important to their marketing mix this year versus last year. While many marketers think of display as a good branding opportunity, more and more marketers see the benefit of display for lead generation as well. In this survey, 28% of marketers that do display advertising use it for top of funnel awareness, 25% use it to drive desired action (like downloading whitepapers or webinar registration) and 23% use display for generating leads.

See our announcement of the survey findings and an online presentation which reviews the results.

Survey methodology: The week of August 8, 2011, Bizo surveyed leading marketers across businesses and agencies to determine priorities in online marketing. Using online survey technology from Survey Monkey, Bizo collected more than 521 responses comprised of 57 percent in-house marketers and 31 percent advertising agencies.

March 2011 – Online Business Marketer Survey

Bizo surveyed leading marketers across businesses and agencies to uncover trends in online marketing. The results show display advertising topping the list of marketing priorities this year (followed by mobile and SEO) and more than half of marketers spending more on display this year than last year. Nearly all marketers (90%) reported Display is as important or more important to their marketing mix than last year and almost half of marketers (49%) plan to spend more on display advertising this year than they did last year.

So, what is behind this surge in enthusiasm over display advertising?

For marketers who had increased their focus on display advertising over the last year, the three biggest benefits include increased site traffic (54%), more desired actions or conversions (e.g., whitepaper downloads, free trial sign-ups, etc.) (46%), and increase in qualified leads generated (42%).

See our announcement of the survey findings and an online presentation which reviews the results.

Survey Methodology: Using online survey technology from Survey Monkey, Bizo collected more than 130 responses comprised of 29 percent in-house marketers and 64 percent advertising agencies. A diverse range of companies participated with 25 percent reporting annual revenue over $100 million and 30 percent under $10 million with the rest in between.