5 Stats to Shape Your Marketing Plan for 2015

November 5, 2014
3:45 pm

Posted by DMA Solutions Team

Statistics are crucial in helping marketers like us assess macro and micro forces shaping our industry and our opportunity to increase demand for the products that we market on a daily basis. At DMA Solutions, we research and pay close attention to the statistics that present opportunities and threats for our company and our clients’ companies.

As we sail into November and move head first into a New Year in less than eight weeks, the time is now to consider how current statistics can affect your marketing plan for 2015. Beyond this, statistics can and should assist in your budget allocations for the coming year. If knowing is half the battle, using statistics like the ones we’ve provided below can help you identify the gaps and opportunities in your current marketing mix that should be addressed from an asset and manpower perspective in the coming year.

1. On average, companies respond to only 30% of their social media fans’ feedback. (Factbrowser)

Consumers are continuously turning to social media networks to comment and engage with brands directly, yet only 30% of what they post receives engagement back from YOU, the brand! Often times, it’s only the negative feedback that receives a response from companies, but consumers are expecting you to be readily available and they want to be acknowledged for engaging with you. In 2015, consider how you can be allocating more time and resources towards fast and quick responses to social media feedback, even if it’s just to tell your fans “thanks, and we hope you enjoy the recipe/product/idea!”

2. By 2016, more than half of the dollars spent in US retail will be influenced by the web. (Forrester Research)

Although a majority of transactions still happen inside brick and mortar retail stores, consumers are continuously researching or “pre-shopping” online, even on their mobile devices while they are standing in the store itself. For fresh produce marketers, this means that you need to make efforts in your marketing to “be found” when consumers research. This includes the creation of mobile-optimized content, SEO strategy, and targeted email campaigns that keep consumers looking for your brand on the shelf.

3. 47% of marketers stated that they use content marketing because it makes the brand a trusted source, and 56% of marketers say they use content marketing to increase engagement with their audiences. (BtoB)

We’re hearing more and more fresh produce marketers tell us that their goal is to become a “trusted source” online for the products that you grow and sell. If that sounds like you (it should!) then content marketing is the path to reaching your goals. Focusing your 2015 promotional efforts on establishing a content marketing plan will increase your brand’s ability to be trusted and engaging amongst consumers. Use the 2015 Produce Marketer’s Master calendar to plan your content around key dates, foodie events and holidays throughout the year.

4. 26% of marketers stated their companies are already offering exclusive offers or content to mobile visitors, and 50% of marketers stated their companies are already offering a rich, mobile optimized web experience on tablets and smartphones for their visitors. (Kenshoo Social)

Take a look at your website and social media analytics sources to see what percentage of your traffic is currently coming from a mobile device. If you aren’t mobile friendly, what does the bounce rate for these visitors look like? If you aren’t mobile friendly, they’re likely leaving as soon as they get to your site because it’s too difficult to read on their phones or tablets. If your website isn’t already optimized for mobile devices, and if you aren’t considering ways to engage and delight your audiences on mobile in 2015, then you absolutely must include this in your 2015 marketing planning if you want to be competitive in the digital landscape with other food brands.

5. 72% of B2C marketers have increased the amount of content they put out, but 52% still don’t have a documented content marketing plan. (Content Marketing Institute)

Though most marketers are putting out more and more content and planning to increase their content marketing budgets in 2015, many are not formally documenting their content marketing strategies. Successful marketers set goals and measure success, and the only way to do this is to document your content strategy, promotion plans and goals and benchmarks throughout the year. You don’t have to create a 10-page document – just make sure your objectives, how you will measure success, and the different activities you are using to reach your goals are written down somewhere.

Armed with facts and context, you are now in a position to determine how important statistics like these can help frame your plans and budget for the coming year. For additional planning support, download the 2015 Produce Marketer’s Master Calendar to get a head start on your content, tradeshow and consumer connection opportunities for the New Year.