After toying with a few ideas for my first chart of the week I decided to get right in the weeds and compare Average Click Through Rates across industries because our efforts as Modern Marketers only matter if people respond or click through our requests to engage with them. For the sake of chart the I've included the top 5 but have also included the results across industries at the bottom of this post.
So what were my assumptions prior to pulling the data for the exercise? To be honest having worked in high-tech for almost 15 years I assumed that Modern Marketers in B2B marketing for technology solutions would at least be in the top 5, but the data presented me with a pleasant surprise (given my role as the vertical product marketing guy at Oracle eloqua) with a host of great Modern Marketing activity across industries with Industrial Manufacturing topping the list.
Why would Industrial Manufacturing have click through rates almost three times the average? There is no easy way to answer this question but taking some facts about how marketing automation is used by this industry into account, my first assumption is that results will differ (as compared to other industries) with the existence of a channel marketing "play" - specifically that Modern Marketers in this industry (as well and Insurance) are primarily marketing to a channel (sales, buyer etc) and that the information being sent is normally what that keeps the relationship alive. We also have the notion of known sender vs unknown and many other variables that could impact the numbers. Ill take close look at how this plays out in my next chart of the week. Stay tuned and feel free to send any questions, comments or ideas.
Average Click Through Rates By Industry (2012 data)