Today, I’m really pleased and proud to offer up Big Blue Moose’s first research effort. It’s a Research Brief called Marketing From The Cloud – How Digital Marketers Are Using Software As A Service.
The research brief looked at how digital marketers were adopting SaaS based software as part of their marketing toolbox. The study, partially underwritten by CrownPeak, a software-as-a-service content management provider is a combination of a survey of 105 businesses and secondary research.
One of the key findings was that that 100% of those surveyed were utilizing at least one Software-as-a-Service based tool as part of their day to day operations.
Some of the other key findings included:
- The top priorities for SaaS tools for digital marketers in 2011 are Web Content Management and Content Testing & Targeting: When asked which tools were being considered as an addition to their suite, 57% of marketers responded that Content Testing & Targeting was a top priority. Web Content Management placed second, with 43% saying it was a priority.
- Of all of the tools listed, Web Analytics had the highest percentage of penetration – with more than 90% of the respondents saying that their Web Analytics tool was delivered via a SaaS based model.
- Web Analytics and Web Content Management have the biggest impact on digital marketers’ ability to manage their campaigns. 67% and 57% (respectively) of the respondents said that Web Analytics and Web Content Management were two SaaS based tools that had big impact on their ability to optimize their digital marketing strategy.
Additionally, the research brief includes supporting research from third-party analysts and industry studies which support the idea that SaaS is gaining fast in adoption – and perhaps nowhere faster than in the marketing department.
I hope if you’re interested, you’ll download the research report.
And, if it’s useful for you – I’d love for you to subscribe to the Adaptive Marketer, or please do let me know any questions you have..
