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MARKETER’S
TIME SAVING SURVEY
Introduction and Respondent DetailsThis survey polled 126 marketers and sales people across America and the UK.
We used a combination of our own data (captured on the Fliptop blog) and the same questions asked to a sample of sales and marketing professionals with SurveyMonkey.
We were interested to see how people in marketing industry felt about the pace of change in digital media, and to what degree this made them short of time.
About FliptopFliptop’s Customer Intelligence platform provides companies with an on-demand data scientist for their leads and contacts. Using publicly available information including social data to score and enrich leads, companies can prioritize their pipeline, better target their audience and know more about their customers.
• Most respondent’s job titles didn’t include the word ‘Digital’, yet 60% spent more than a day a week engaged in digital activity.
• It’s a good sign that digital silos are starting to fade – digital is a part of marketing now.
Time spent on digital marketing each week
0-10 hours
10-20 hours
20-30 hours
30 hours+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
40%
23%
16%
21%
• Social media proved to be the most popular channel, with email a close second. Social’s ease of entry makes it a firm favourite.
• The shifting focus towards content marketing can be seen by more marketers using that channel over Search Engine Marketing (PPC & SEO) and Display Advertising.
Which Digital Marketing channels do you use?
Display Advertising
Content Marketing
Social Media
Search Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
44%
69%
81%
78%
49%
Which social networks do you use for business and marketing?
Other
YouTube
Tumblr
Google+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2%
49%
31%
7%
18%
36%
62%
72%
81%
• As the most popular social network on the planet, Facebook is also understandably the network of choice for marketers.
• Despite Google+ being the world’s 2nd largest network, it certainly doesn’t seem that way in the minds of marketers.
• Only 6% said they didn’t use any tools.
• Nearly 1 in 5 marketers use more than 7 tools to help them during the working week.
How many marketing tools do you use during your working week?
0
1-3
4-6
7-9
10+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6%
38%
37%
10%
9%
7
What is the one marketing tool you couldn’t live without?
While the survey found more respondents to be using Facebook than email in their marketing, overall email was by far the most stated to this question, and Google Analytics was slightly ahead of Facebook.
You feel able to make sense of all the data made available to you
Strongly Disagree
Disagree
Neither Agree or Disagree
Agree
Strongly Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3%
16%
16%
55%
10%• Marketers agree that they
can make sense of their data
• Despite the premise of there being ‘too much’ data to handle, the marketers in our sample appear to be pretty comfortable with it.
Voices about marketing problems
“We have a CRM tool and our accounting department will not let us connect to it, so we cannot see revenue or costs associated with our data, which makes both systems worthless for marketing.”
“Changes in technology are happening quicker than we can handle and expense of upgrade is too expensive and time consuming. You fix one aspect and something else changes.”
“ROI is difficult to prove, so brands focus on engagement stats to the exclusion of actual business goals.”
• A common bugbear for marketers is the amount of time they spend away from their desks.
• More respondents (43%) agreed that they spent too much time in meetings against 31% who disagreed.
• When respondents were asked to voice stories of their marketing problems, meetings was the most common problem expressed.
You spend too much time in meetings
Strongly Disagree
Disagree
Neither Agree or Disagree
Agree
Strongly Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5%
26%
27%
31%
12%
Voices about marketing problems
“Way too many meetings. People default to 1 hr meetings when 1/2 hr would suffice.”
“My productivity has increased since my company decreased the frequency of department "brainstorming" meetings.”
“It's not so much that it's too many meetings. It's how long they go! Most could be cut in half.”
“My problem is time, having the time to concisely learn all the tools I'd like to.”
• Almost 60% of marketers felt able to keep up with the pace of change.
• A sizeable 22% still felt that the changing digital landscape was too quick for them.
You feel able to keep up with the pace of change in digital media
Strongly Disagree
Disagree
Neither Agree or Disagree
Agree
Strongly Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2%
20%
19%
46%
13%
Voices about marketing problems
“We had many meetings about how the corporation ‘desires’ their social media marketing to take place. However, it is extremely unrealistic because they do not have an accurate understanding of how the many layers overlap and are interdependent, like an onion rather than a magic bullet.”
• Despite marketers claiming they are able to keep up with change, there was unanimous agreement that there are too many channels in digital marketing to do them all justice.
• Marketers earlier noted use of 8 different social platforms and 5 different marketing channels, so it’s not hard to see why.
There are too many channels in digital media to do them all real justice
Strongly Disagree
Disagree
Neither Agree or Disagree
Agree
Strongly Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1%
18%
25%
45%
11%
• Responses to the previous question neatly tie into what marketers feel to be their biggest problem: too many channels, not enough time.
• Not enough company understanding of digital media was a close second.
• While marketers generally feel able to make sense of the digital landscape, they seem wary that other parts of their business also can.
What’s the single biggest problem with modern marketing?
22.7%
2.6%
32.5%
33.1%
2.6%6.5%
Too many marketing channels, not enough time
Not enough company understanding of digital media
Difficulty in quantifying ROI
Pace of changeEmails!
Other
“Corporate meetings about SEO and marketing strategies are frustrating when ‘the powers that be’ really have no clue.It turns into a giant Catch 22. ‘Must show analytical results’ before we can assign you more team members for the project. On the other hand, I need more team members for the project before I can show positive ROI.”
Voices about marketing problems
1-20
21-50
51-100
101-250
251-500
501+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32%
12%
12%
6%
8%
30%
$0 - $24,999
$25,000 - $49,999
$50,000 - $99,999
$100,000 - $149,999
$150,000+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
14%
13%
40%
18%
15%
Respondent Demographics
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
18.8%
81.2%
Freelance
Permanent
Are you permanent staff or freelance?
What is your annual salary?
Company Size by Employees
Respondent age
Permanent
28%45-60
5%60+
35%18-29
32%30-44
Too many marketing channels, not enough time was found to be the single biggest problem for US and UK marketers.
Lack of company understanding of digital media is a close 2nd.
Difficulty in quantifying ROI remains a significant problem, and proves particularly difficult when mixed with a lack of company understanding of digital media.
Despite problems expressed around the ‘pace of change’ and being ‘overwhelmed by data’ in the B2B marketing press, neither of these were seen as major problems by our respondents.
Conclusion
