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Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
Canadian Digital Business in 2013
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Canadian Digital Business in 2013

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In the first quarter of this year, Moveable Online attended Dx3 Canada 2013, a business and networking event in Toronto that focused on digital marketing, advertising and retailing. Given the number …

In the first quarter of this year, Moveable Online attended Dx3 Canada 2013, a business and networking event in Toronto that focused on digital marketing, advertising and retailing. Given the number of digital marketers 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 also posted online to allow those unable to attend Dx3 to contribute.

In this report, we share the results with you.

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  • 1. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013
  • 2. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com In the first quarter of this year, Moveable Online attended Dx3 Canada 2013, a business and networking event in Toronto that focused on digital marketing, advertising and retailing. Given the number of digital marketers 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 also posted 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 of changes in the digital landscape. Since 1999, we have become a leading voice in digital business strategy and 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 our renowned quality and service. We hope that you find the results presented in this report valuable in evaluating your digital marketing strategies for 2013 and beyond. If you have any questions about these results, or if you are interested in working 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. CANADIAN DIGITAL BUSINESS IN 2013 INTRODUCTION
  • 3. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 DOES YOUR ORGANIZATION HAVE A MOBILE PRESENCE? Mobile website Mobile app No, but we are considering a mobile website No, but we are considering a mobile app No, and we have no plans to do so There’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 more organizations are interested in developing mobile websites than are interested in developing mobile apps. As the adoption of smartphones and tablets continues to grow, web-savvy users expect more from their mobile experience of a brand. When your organization is deciding between a mobile app and a mobile website, here are some points to consider: Web Industry Trends in 2013: Mobile Apps and HTML5 4% 38% 8%31% 19%
  • 4. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 HOW OFTEN IS YOUR ORGANIZATION’S WEBSITE UPDATED? It’s no secret that Google loves fresh content, and gives search-ranking prominence to websites that are updated regularly, whether through blogs, articles or otherwise. So we asked respondents: “How often is your organization’s website updated?” Over 40% answered that their websites are updated weekly. Not a single respondent said ‘annually’. Updating more often is a definite trend. Weekly Monthly Quarterly Annually (0%) 24% 44% 32%
  • 5. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 Most respondents already recognized that regular updates are made most efficiently through a content management system, like Advantage CMS. Having the tools to update their websites themselves is important for digital marketers. Yes No 20% 80% IS YOUR ORGANIZATION’S WEBSITE BUILT ON A CONTENT MANAGEMENT SYSTEM?
  • 6. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR ORGANIZATION SATISFIED WITH ITS CONTENT MANAGEMENT SYSTEM? We asked those already using a content management system (CMS) whether they are satisfied with it or not. Over 30% are not satisfied with their current platform. Yes No, we are planning to migrate No, and we have no plans to migrate 5% 68% 26%
  • 7. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 WHAT ARE THE BIGGEST CHALLENGES YOU FACE WITH YOUR CURRENT CMS? Digging deeper, we asked those who are unsatisfied with their current CMS which areas cause the biggest challenges. The primary pain points are difficulty of use and lack of integration with social media. 0% 25% 50% Confusing to use Difficult to create pages / posts (0%) Lacks social media integration Lacks analytics Other
  • 8. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR ORGANIZATION USING ANALYTICS TO SUPPORT YOUR WEBSITE AND DIGITAL MARKETING EFFORTS? To understand how well a website or web application is performing, an organization must have some type of analytics in place. We wanted to find out how many of those involved in digital media are neglecting this aspect of their business. The results show that most digital marketers understand that actionable business intelligence is important to their organization. Yes No 13% 87%
  • 9. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 WHAT ANALYTICS PACKAGE DOES YOUR ORGANIZATION CURRENTLY USE? Then we determined which analytics packages are the most popular among our respondents. Google Analytics is the dominant choice, with a substantial number of organizations using HubSpot’s inbound marketing analytics. Quite a few organizations are using more than one analytics package. 0% 30% 60% 90% Google Analytics Omniture Site Catalyst Radian6 HubSpot Clicky Other
  • 10. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR ORGANIZATION MARKETING AND ENGAGING CUSTOMERS THROUGH SOCIAL MEDIA? It is one thing to collect the data, and quite another to report and use it. However, most of the digital marketers we surveyed are using analytics to create business intelligence and make informed decisions in their business strategies. Yes No 22% 78%
  • 11. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR ORGANIZATION ROUTINELY REPORTING AND ACTIONING AGAINST YOUR ANALYTICS DATA? Not surprisingly, every respondent indicated his or her organization is either already engaging customers via social media channels or is considering it. These results clearly show that everyone recognized the importance of using social media to drive business. 22% 78% Yes No, but we are considering it No, and we have no plans to do so (0%) 22% 78%
  • 12. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 ARE YOU ABLE TO MEASURE THE EFFECTIVENESS OF YOUR SOCIAL MEDIA MESSAGING AND CAMPAIGNS? These results revealed that, although many organizations use social media, only 62% of our respondents are measuring the effectiveness of their messaging and campaigns. Clearly, many organizations need assistance in managing their social media spend. 22% 78% Yes No 38% 62%
  • 13. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IN YOUR OPINION, WHY IS YOUR ORGANIZATION NOT ABLE TO MEASURE THE EFFECTIVENESS OF YOUR SOCIAL MEDIA MESSAGING AND CAMPAIGNS? This question was posed to those who admitted their organization is not effectively measuring the performance of its social media activities. Overwhelmingly, based on these results, they cited a lack of resources. 22% 78% 0% 23% 47% 70% Lack of resources Lack of strategy Corporate policy Other
  • 14. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 DOES YOUR ORGANIZATION HAVE AN ONLINE BUSINESS STRATEGY? These results showed that, while most respondents’ organizations have an online business strategy, more than a quarter have no strategy in place to engage their clients and customers through online channels. 22% 78% Yes No 26% 74%
  • 15. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR ONLINE BUSINESS STRATEGY UNDERSTOOD AND MEASURED AGAINST THROUGHOUT YOUR ORGANIZATION? Of the respondents who said their organization has an online business strategy, only 69% indicated it is understood throughout the organization and is used to measure performance. 22% 78% Yes No 31% 69%
  • 16. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 WHAT IS MOST IMPORTANT TO YOUR ORGANIZATION’S ONLINE STRATEGY IN THE NEXT 12–18 MONTHS? These results are worth comparing to those for the question, “What are the biggest challenges you face with your current CMS?” It is clearly a priority for organizations to have a reliable publishing platform or CMS, and to have the ability to measure site activity. Additionally, these results reinforce our finding that social channels are an important focus this year. 22% 78% Data / analytics Publishing platforms / content management Social media Increasing conversions 11% 28% 33% 28%
  • 17. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 WHAT ARE THE BIGGEST ORGANIZATIONAL CHALLENGES IN MEETING YOUR DIGITAL MARKETING GOALS? Again – as for the question, “Why is your organization not able to measure the effectiveness of your social media messaging and campaigns?” – these results pinpoint a lack of available talent and resources. They also show that it can be difficult to achieve corporate buy-in for digital marketing initiatives. 22% 78% Lack of available talent Technology / infrastructure Internal leadership / buy-in Other Lack of actionable data / business intelligence 10% 40% 15% 15% 20%
  • 18. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 ARE YOUR DIGITAL MARKETING EFFORTS DEPLOYED ACROSS YOUR ENTIRE ORGANIZATION? These results indicate that while digital marketing efforts are in many cases deployed across entire organizations, fully a third are restricted to silos, departmental or otherwise. 22% 78% Yes No 33% 67%
  • 19. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR BRANDING AND MESSAGING CONSISTENT ACROSS ALL CHANNELS? Despite the results of the previous question, branding and messaging are consistent across the respondents’ digital marketing campaigns. 22% 78% Yes No 8% 92%
  • 20. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 WHAT PERCENTAGE OF YOUR ANNUAL MARKETING BUDGET IS ALLOCATED TO IMPROVING EXISTING DIGITAL MEDIA CHANNELS AND DEVELOPING NEW ONES? These figures suggest that our respondents’ organizations are still spending more on traditional media such as TV, radio, print or outdoor display. And this data is based our survey at Dx3, where respondents are familiar with digital marketing. In other industries, the results could be drastically different, with proportionally far less budget being allocated to digital marketing. Note: When analyzing these results, we assumed that digital media channels do not include TV or radio. 22% 78% 0-10% 10-20% 20-30% 30-40% >40% I don’t know 28% 17% 28% 11% 6% 11%
  • 21. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 ARE YOU RUNNING TESTS ON YOUR SITE TO EVALUATE THE EFFECTIVENESS OF MESSAGING, PROMOTIONS AND OFFERS? Most respondents indicated their organizations are not running tests on their websites to evaluate the effectiveness of digital marketing campaigns. These companies could create more effective marketing campaigns through methods such as A/B and multi- variant testing. 22% 78% Yes No 44%56%
  • 22. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 IS YOUR ORGANIZATION’S WEBSITE SUBJECT TO ANY ACCESSIBILITY REQUIREMENTS (AODA, American Disabilities Act, etc.)? While most organizations are not currently subject to accessibility requirements, upcoming laws will force them to make their websites compliant. We expect that as more and more organizations understand the level of accessibility expected of their web properties, compliance updating will become a growing trend. 22% 78% Yes No 22% 78%
  • 23. Moveable Online | 77 Mowat Ave, Suite 502, Toronto ON M6K 3E3 | inquiries@moveable.com | moveableonline.com CANADIAN DIGITAL BUSINESS IN 2013 22% 78% 22% 78% WHAT’S NEXT Stay tuned for upcoming reports being released as part of the Canadian Business Website Analysis Report in the coming months: SEO & Findability Compatibility & Mobile Blogging/RSS & Social Accessibility & Navigation Error Handling & Load Time Follow Moveable Online on Twitter to ensure you don’t miss out on any of the reports. SIGN UP FOR FREE WEBSITE ANALYSIS REQUEST A WEBSITE ANALYSIS In order to assist you with understanding areas where your organization’s web presence could be improved, we are offering a complimentary 15-minute website analysis. Click on the link below to schedule a time for one of Moveable Online’s usability professionals to review your website.

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