JC Lupis | Marketing Charts | Fri, 01 Jul 2016 13:30:30 +0000

The top priority of customer success teams is churn reduction, with 76% of customer success professionals listing this as a high priority. That’s according to Totango’s 2016 Customer Success Salary Survey & State of the Profession Report, which surveyed 1,000 customer success professionals.Totango-Top-Priorities-Customer-Success-Teams-Jul2016

Beyond churn reduction, a majority of respondents also cited onboarding (61%) and product adoption (60%) as high priorities, while slightly fewer pointed to customer support (48%) and customer advocacy (44%).

Interestingly, with half of respondents saying they report directly to the CEO, executive buy-in isn’t much of a challenge. Just 16% of respondents consider executive support a major challenge, far behind others such as reactive approaches (39%) and visibility into adoption and health metrics for customers (also 39%).

So, technically that was more than one marketing stat, but let’s keep that our little secret. Here are 12 more stats to end your week with. We encourage you to follow the links provided for even more data goodness.

  • 71% of all TV Everywhere (TVE) viewers watch from one location. In other words, TVE isn’t much of an on-the-go activity. Source: Adobe Digital Index.
  • 73% of brands and media agencies feel that user experience is one of the major challenges facing digital advertising today, with ad clutter the main UX challenge. (Too bad research shows that UX seems to be marketers’ biggest skill gap.) Source: IAB [pdf].
  • For CPG brands, magazines have the highest return on ad spend, of $3.94. Linear TV ads show the highest incremental sales per exposed household, while mobile generates the highest incremental sales per thousand impressions. Source: Nielsen Catalina Solutions [pdf].
  • 31% of Americans currently use (21%) or have used (10%) a connected health device or tool to manage their health. Source: Ipsos.
  • 40% of fathers with children under 6 and 39% of fathers will children aged 6-16 own a smart TV, compared to 25% of the general population. In fact, fathers show above-average adoption of various new technologies including gaming consoles, tablets, fitness bands, online streaming services and smart watches. Source: Millward Brown Digital / TNS Connected Life.
  • 89% of organizations report a lift from website or in-app personalization initiatives, including 53% reporting a lift of more than 10%. That’s according to a survey of 250 organizations of all sizes around the world, 113 of whom responded to that particular question. Source: Evergage and Researchscape International [download page].
  • Advertisers across the world will spend more on mobile internet advertising ($99.3 billion) than on desktop internet advertising ($97.4 billion) next year, as desktop internet ad spend is now on the decline. Source: Zenith.
  • 42% of social media marketers frequently have conversations with their boss about social ROI. Those conversations probably aren’t going too well, since only 45% are able to quantify the revenue driven by social and a leading 61% say that their biggest challenge is measuring ROI. Those figures courtesy of a survey of more than 350 social media professionals. Source: Simply Measured [download page].
  • Wait. Proving ROI is also the top challenge with enterprise search marketing, despite paid search being the easiest digital channel to measure for ROI. In any case, creating high-quality content that earns links (34%) is the top priority SEO tactic over the next 6-12 months for enterprise organizations. Source: Clutch.
  • 44% of professional marketers and SMB owners plan to spend money to promote video content on Facebook in the next 12 months, while 26% of marketers and 19% of SMB owners plan to spend money advertising on YouTube. Source: Animoto.
  • Consumers’ top barrier to signing up for a mobile loyalty program is that too much information is required (45%), with inconvenience sign-up times (22%) and irrelevant offers (18%) being secondary barriers. Source: 3Cinteractive [download page]
  • The average click rate for North American commercial emails fell year-over-year from 3.9% in Q1 2015 to 3.4% in Q1 2016, continuing a long-term decline. Source: Epsilon.

Have a great weekend!