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Digital marketing Survey 2012
 

Digital marketing Survey 2012

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    Digital marketing Survey 2012 Digital marketing Survey 2012 Presentation Transcript

    • Digital Marketing Survey 2012 imagine inform create engage reach act April 2012Key Findings into the Role of Digital Marketing in Marketing Strategy A Survey of Asia Regional and Local Marketing Decision-Makers based in Singapore
    • Key Findings & Insights
    • “We’re using technology to shift our spending from more traditional advertising on television to digital and mobile advertising. We’re using technology to more effectively and efficiently target consumers, allowing us to build one on one personal relationships with every consumer. ” - Bob McDonald CEO, Procter & Gamble February 23 2012
    • About the Survey • From end February to 1st week of April 2012, Xpointo invited hundreds of Singapore-based marketers to participate in our Digital Marketing Survey • The objective was to assess how digital is factoring into overall marketing strategy • At the close of the survey fieldwork, we received 155 completed survey responses • The responses have been aggregated and compiled. Following is a snapshot of the findings.
    • Fielding the Survey
    • Industries Represented 4.5% 2.6% 2.6% 2.6% 3.9% 3.9% 4.5% 4.5% 4.5% 5.8% 6.5% 7.1% 7.1% 8.4% 9.0% 11.0% 11.0% 0% 2% 4% 6% 8% 10% 12% Others Travel & Tourism Petrol, Oil & Chemicals Technology & Telco Property & Real Estate Luxury Goods Business & Professional Services Personal Services Consumer Durables Automotive Consumer Electronics Financial Services Retail Wholesale & Distribution Education & Training Hospitality & Hotels FMCG, Food & Beverage
    • Responsibility for Marketing Strategy 1. Thinking about your job function in your company, how are you responsible for your organisation’s marketing strategy? 66% 60% 53% Implement and execute marketing programmes Significant influence in strategy Lead and direct marketing strategy 0% 10%20%30%40%50%60%70%
    • Geographic Marketing Responsibility 2. Thinking about marketing responsibilities, do you handle local (ie. Singapore only) or regional (e.g. Asia, South East Asia, Asia-Pacific)? 42% 14% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Local only Regional Local and regional
    • Digital Marketing Priority 3. Is digital marketing an increasing or decreasing priority for your company? 12% 2% 86% 0% 20% 40% 60% 80% 100% Same Decreasing Increasing
    • Importance of Digital Marketing Tactics 4. Thinking about how your organisation has deployed digital marketing, how important are each of the following in your digital marketing efforts? (1 = Not important, 5 = Extremely important) 2.28 2.42 2.60 2.86 3.12 3.13 3.54 3.59 3.63 3.69 3.77 4.17 1 2 3 4 5 Mobile Advertising Mobile Application Dev Microblogging Online video channels Social Media Application Dev Online Display Advertising Social Media Pages Search Engine Optimisation Search Engine Marketing Email marketing Website Traffic Generation & Analytics Website Content Development
    • Digital Marketing Objectives 5. Thinking about your key business objectives in digital marketing, how important are each of the following? (1 = Not important, 5 = Extremely important) 3.90 4.03 4.07 4.12 4.26 4.33 1 2 3 4 5 Lead Generation Influencer Marketing Product Promotion Target Market Engagement Product Awareness Branding
    • “Clearer and better content” Examples of Digital Marketing Initiatives “Building apps/tabs on facebook for brand engagement” “Finetune targeted digital marketing using CRM” “Launch a points marketing effort” “Further increase fan base on Facebook for product and brand awareness” “To revamp existing digital platform” “Creating community interaction” “Content co-creation initiatives with online community” “Executing available global digital assets in the region” “SEM and social media” “Website revamp and analytics” “Web share – driving conversion” “Lead generation and social media” “Mobile application” 6. What are your top digital marketing initiatives this year? (freetext)
    • Top Digital Marketing Initiatives 6. What are your top digital marketing initiatives this year? (freetext) 1.2% 1.6% 2.0% 2.4% 2.8% 2.8% 3.2% 4.0% 4.0% 4.4% 5.6% 6.4% 7.2% 8.4% 17.2% 23.2% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Lead generation Online video channels Microblogging Blogging Branding Website Traffic Generation & Analytics E-commerce Digital Marketing Strategy Search Engine Optimisation Online Display Advertising Mobile Marketing (Advertising, App Dev) Content Development Email marketing Search Engine Marketing Website Development / Revamp Social Media Development (Community, App)
    • “Lead generation with richer content” Examples of Digital Marketing Challenges “Tearing budget away from traditional media. Question is „which media?‟” “Barriers in certain digital markets – like broadband” “Relevance, content, target market engagement & funding “Budget and resource allocation” “Negative comment/complaints on social media” “Effectiveness of traditional vs digital marketing” “Measurement – how effective the ads are” “Creating content engaging enough to break through the clutter out there” “To address targeted customer segments” “Transition of marketing budget” “Justify appropriate digital channels” “Management approval for digital investments” “Tracking and maintaining web share and conversion” 7. What are your top challenges when it comes to digital marketing? (freetext)
    • Top Challenges in Digital Marketing 7. What are your top challenges when it comes to digital marketing? (freetext) 1.7% 2.7% 3.3% 3.3% 3.7% 5.0% 5.0% 5.7% 6.4% 7.0% 7.0% 7.7% 7.7% 7.7% 8.4% 9.7% 10.4% 0% 2% 4% 6% 8% 10% 12% Working with the Right Digital Agency Keeping Up to Date on Latest Technologies Achieving Brand Awareness Measuring & Tracking Performance Lack of Resources Shift from Traditional to Digital Marketing Showing Return on Investment Competition Determining Appropriate Digital Channels Target Market Engagement Optimising Response & Conversion Creating Relevant & Rich Content Educating Stakeholders about Digital Marketing Lack of Expertise and Knowledge with Digital Marketing Effective Social Media Management Digital Marketing Budget Allocation Reaching Target Audience
    • Digital Marketing Adoption True freaks! Source: Everitt Rogers Innovation Adoption Life Cycle Digital? Yawn… Testing Waters I geddit. Let’s do more! Optimise! Scale! New, new thing! Source: Everitt Rogers Innovation Adoption Lifecycle
    • Key Takeaways • Digital is a growing priority for a majority of marketers • Business objectives span the gamut of awareness > branding > engagement > product promotion > conversion > retention • Different strokes for different folks – Digital adoption stage – Challenges faced – Priority of digital platforms
    • Close kteo@xpointomedia.com Twitter @kathyteo LinkedIn: http://www.linkedin.com/in/kathyteo