Outsell Studies Show Marketers' Frustration

Outsell studies show unprecedented advertiser frustration at the widening gap between what they are convinced is possible in reaching, engaging and converting prospects, and what they actually achieve day to day. The opportunity for publishers to provide and orchestrate solutions has never been greater.

Important Details: Outsell's sixth annual Advertising and Marketing Study shows a big jump in 2011, with 20-30% more b-to-b advertisers highlighting difficulties building an audience on their sites and engaging prospects as drawbacks in buying advertising. The 2011 increases in the percentage of marketers rating the following as problems and drawbacks in buying advertising are:

• Difficult to Convert: +19 points, 82%, a 30% jump
• Hard to Build Site Traffic: +14 points, 77%, a 22% jump
• Too Many Options to Manage: +21 points, rose to 70%, a 19% jump

In addition, Outsell's six years of tracking the factors determining marketers' allocations of their spending has revealed another milestone. Maximizing the Volume of Leads, which was the top ranked factor from 2006 through 2008, was surpassed by the Depth of Lead Qualification in 2009. Lead Qualification remained the most important factor in spending in 2010 and 2011, but for the first time in six years, Maximizing the Volume of Leads fell to third, passed by Tracking Data, now second in importance ratings.

Implications: Outsell has led the industry in identifying and quantifying problems and issues, and helping to guide publishers through the revolution caused by companies diverting more than 50% of their digital marketing and advertising spending to developing their own sites. The rise of greatly expanded marketing services now available from publishers springs directly from this mammoth shift in spending.

But marketers are now frustrated to discover that that it's just not true that "if you build websites, they will come." They are increasingly frustrated that conversion rates are so low. The flood of research which shows that clicks and click-through-rates do not lead to results or revenue, or could lead you in the wrong direction, continues to grow, with one more by Collective in the last week.

Outsell's studies and data - the 19% increase in "Too Many Options" - reveal how the explosion of new options bewilders marketers and swamps their ability to target with precision and convert prospects. Our data also flags up the landmark shift away from decades of mass-market motivated reliance on maximizing the volume of leads toward receiving just the most qualified leads ready right now. 

Furthermore, our data and analysis show that, more than ever before, publishers have the opportunity to step up and compete to fill these voids. Advertisers are frustrated, and they're turning to publishers for help and solutions. Although much remains experimental in publishers' offerings and approaches, the call to action and calls for help have reached a crescendo.  

Posted by Vice President & Lead Analyst of Outsell, Chuck Richard 

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