Canadian digital-business-2013
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Canadian digital-business-2013 Canadian digital-business-2013 Document Transcript

  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comIn the first quarter of this year, Moveable Online attended Dx3 Canada 2013, a business and networkingevent in Toronto that focused on digital marketing, advertising and retailing. Given the number of digitalmarketers who attended, it was an ideal chance to gauge the state of digital business in Canada,With this in mind, we conducted a survey to gather the opinions of attendees. The survey was alsoposted online to allow those unable to attend Dx3 to contribute.In this report, we share the results with you.As a web strategy and development firm, Moveable Online constantly tracks the business impact ofchanges in the digital landscape. Since 1999, we have become a leading voice in digital business strategyand implementation for enterprise web content management, investor relations, e-commerce and e-procurement. We help our clients maximize their returns on digital and IT initiatives, framed by ourrenowned quality and service.We hope that you find the results presented in this report valuable in evaluating your digital marketingstrategies for 2013 and beyond. If you have any questions about these results, or if you are interested inworking with Moveable Online in analyzing your organizations’ strategies or on upcoming web projects,please contact us.We look forward to the discussions this report may initiate.Moveable Online
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comDOES YOUR ORGANIZATION HAVE A MOBILE PRESENCE?Mobile websiteMobile appNo, but we are considering a mobile websiteNo, but we are considering a mobile appNo, and we have no plans to do soThere’s no doubt that mobile presents the biggest opportunity in communications today.The results show that more organizations have mobile websites than have mobile apps, and moreorganizations are interested in developing mobile websites than are interested in developing mobileapps.As the adoption of smartphones and tablets continues to grow, web-savvy users expect more fromtheir mobile experience of a brand. When your organization is deciding between a mobile app and amobile website, here are some points to consider: Web Industry Trends in 2013: Mobile Apps andHTML54%38%8%31%19%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comHOW OFTEN IS YOUR ORGANIZATION’S WEBSITE UPDATED?Weekly Monthly Quarterly Annually (0%)YesNoIS YOUR ORGANIZATION’S WEBSITE BUILT ON A CONTENTMANAGEMENT SYSTEM?It’s no secret that Google loves fresh content, andgives search-ranking prominence to websites that areupdated regularly, whether through blogs, articles orotherwise.So we asked respondents: “How often is yourorganization’s website updated?”Over 40% answered that their websites are updatedweekly. Not a single respondent said ‘annually’.Updating more often is a definite trend.Most respondents already recognized thatregular updates are made most efficientlythrough a content management system, likeAdvantage CMS.Having the tools to update their websitesthemselves is important for digital marketers.24%44%32%20%80%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comWHAT ARE THE BIGGEST CHALLENGES YOU FACE WITH YOURCURRENT CMS?Confusing to useDifficult to create pages / posts (0%)Lacks social media integrationLacks analyticsOtherIS YOUR ORGANIZATION SATISFIED WITH ITS CONTENTMANAGEMENT SYSTEM?YesNo, we are planning to migrateNo, and we have no plans to migrate0% 25% 50%We asked those already using a content managementsystem (CMS) whether they are satisfied with it or not.Over 30% are not satisfied with their currentplatform.Digging deeper, we askedthose who are unsatisfiedwith their current CMS whichareas cause the biggestchallenges. The primary painpoints are difficulty of useand lack of integration withsocial media.5%68%26%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comIS YOUR ORGANIZATION USING ANALYTICS TO SUPPORTYOUR WEBSITE AND DIGITAL MARKETING EFFORTS?YesNoWHAT ANALYTICS PACKAGE DOES YOUR ORGANIZATIONCURRENTLY USE?0% 30% 60% 90%Google AnalyticsOmniture Site CatalystRadian6HubSpotClickyOtherTo understand how well a website or web applicationis performing, an organization must have some typeof analytics in place.We wanted to find out how many of those involved indigital media are neglecting this aspect of theirbusiness.The results show that most digital marketersunderstand that actionable business intelligence isimportant to their organization.Then we determined whichanalytics packages are the mostpopular among ourrespondents.Google Analytics is thedominant choice, with asubstantial number oforganizations using HubSpot’sinbound marketing analytics.Quite a few organizations areusing more than one analyticspackage.13%87%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comIS YOUR ORGANIZATION ROUTINELY REPORTING ANDACTIONING AGAINST YOUR ANALYTICS DATA?YesNoIt is one thing to collect the data, and quite another toreport and use it.However, most of the digital marketers we surveyedare using analytics to create business intelligence andmake informed decisions in their business strategies.YesNo, but we are considering itNo, and we have no plans to do so (0%)IS YOUR ORGANIZATION MARKETING AND ENGAGINGCUSTOMERS THROUGH SOCIAL MEDIA?Not surprisingly, every respondent indicated hisor her organization is either already engagingcustomers via social media channels or isconsidering it.These results clearly show that everyonerecognized the importance of using social mediato drive business.22%78%22%78%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comARE YOU ABLE TO MEASURE THE EFFECTIVENESS OF YOURSOCIAL MEDIA MESSAGING AND CAMPAIGNS?YesNoIN YOUR OPINION, WHY IS YOUR ORGANIZATION NOT ABLETO MEASURE THE EFFECTIVENESS OF YOUR SOCIAL MEDIAMESSAGING AND CAMPAIGNS?0% 23% 47% 70%Lack of resourcesLack of strategyCorporate policyOtherThese results revealed that, although manyorganizations use social media, only 62% ofour respondents are measuring theeffectiveness of their messaging andcampaigns.Clearly, many organizations need assistancein managing their social media spend.This question was posed tothose who admitted theirorganization is not effectivelymeasuring the performance ofits social media activities.Overwhelmingly, based on theseresults, they cited a lack ofresources.38%62%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comDOES YOUR ORGANIZATION HAVE AN ONLINE BUSINESSSTRATEGY?YesNoIS YOUR ONLINE BUSINESS STRATEGY UNDERSTOOD ANDMEASURED AGAINST THROUGHOUT YOUR ORGANIZATION?YesNoOf the respondents who said their organizationhas an online business strategy, only 69%indicated it is understood throughout theorganization and is used to measureperformance.These results showed that, while mostrespondents’ organizations have an onlinebusiness strategy, more than a quarter haveno strategy in place to engage their clientsand customers through online channels.26%74%31%69%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comWHAT IS MOST IMPORTANT TO YOUR ORGANIZATION’SONLINE STRATEGY IN THE NEXT 12–18 MONTHS?Data / analyticsPublishing platforms / content managementSocial mediaIncreasing conversionsLack of available talentTechnology / infrastructureInternal leadership / buy-inOtherLack of actionable data / business intelligenceWHAT ARE THE BIGGEST ORGANIZATIONAL CHALLENGES INMEETING YOUR DIGITAL MARKETING GOALS?These results are worth comparing to those for thequestion, “What are the biggest challenges you facewith your current CMS?”It is clearly a priority for organizations to have areliable publishing platform or CMS, and to have theability to measure site activity. Additionally, theseresults reinforce our finding that social channels arean important focus this year.Again – as for the question, “Why is yourorganization not able to measure theeffectiveness of your social media messaging andcampaigns?” – these results pinpoint a lack ofavailable talent and resources. They also showthat it can be difficult to achieve corporate buy-infor digital marketing initiatives.11%28%33%28%10%40%15%15%20%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comARE YOUR DIGITAL MARKETING EFFORTS DEPLOYED ACROSSYOUR ENTIRE ORGANIZATION?YesNoIS YOUR BRANDING AND MESSAGING CONSISTENT ACROSSALL CHANNELS?YesNoThese results indicate that while digitalmarketing efforts are in many cases deployedacross entire organizations, fully a third arerestricted to silos, departmental or otherwise.Despite the results of the previous question,branding and messaging are consistent across therespondents’ digital marketing campaigns.33%67%8%92%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comWHAT PERCENTAGE OF YOUR ANNUAL MARKETING BUDGETIS ALLOCATED TO IMPROVING EXISTING DIGITAL MEDIACHANNELS AND DEVELOPING NEW ONES?0-10%10-20%20-30%30-40%>40%I don’t knowThese figures suggest that our respondents’ organizations are still spending more on traditional media suchas TV, radio, print or outdoor display.And this data is based our survey at Dx3, where respondents are familiar with digital marketing. In otherindustries, the results could be drastically different, with proportionally far less budget being allocated todigital marketing.Note: When analyzing these results, we assumed that digital media channels do not include TV or radio.28%17%28%11%6%11%
  • CANADIAN DIGITAL BUSINESS IN 2013Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.comARE YOU RUNNING TESTS ON YOUR SITE TO EVALUATE THEEFFECTIVENESS OF MESSAGING, PROMOTIONS AND OFFERS?YesNoIS YOUR ORGANIZATION’S WEBSITE SUBJECT TO ANYACCESSIBILITY REQUIREMENTS (AODA, American DisabilitiesAct, etc.)?YesNoMost respondents indicated theirorganizations are not running tests on theirwebsites to evaluate the effectiveness ofdigital marketing campaigns.These companies could create more effectivemarketing campaigns through methods suchas A/B and multi-variant testing.While most organizations are not currentlysubject to accessibility requirements, upcominglaws will force them to make their websitescompliant.We expect that as more and more organizationsunderstand the level of accessibility expected oftheir web properties, compliance updating willbecome a growing trend.44%56%22%78%