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Digital Brand Marketing Survey Results (Infographic)


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Top marketing professionals provide rich insights into their thinking on digital marketing and the current challenges for brands to succeed.

Published in: Business, News & Politics
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Digital Brand Marketing Survey Results (Infographic)

  1. 1. 79% say it is important to short-term success 87% say it is important to long-term success Short-term scores may be suppressed because of the difficulty in measuring ROI © 2013 Finch Brands, LLC and Netplus Marketing, INC. All Rights Reserved. Digital Marketing is seen as more important to long- term success than short-term success Marketers are most confident in tactics that have been around for a long time (Websites, Email, SEO) and are less confident in newer tactics (Mobile, Blogs, Video) • Marketers have highest confidence in websites, email marketing, SEO and social media marketing • It’s interesting to note how high the score is for social media marketing - with a large segment of respondents expressing neither high nor low confidence levels – this may be a score on the rise and will be interesting to monitor over time • Marketers have very low confidence in their understanding of mobile, affiliate marketing, blogs and video TACTICAL 2013 ® DIGITAL MARKETING Marketers feel overwhelmed when they think about managing digital marketing for their brand
  2. 2. Marketers see their companies’ as lacking a clear vision for the role of digital marketing as well as the skills to implement it and ability to measure its ROI with confidence While Senior leadership is supportive, marketers don’t believe their companies are following through on digital strategy, execution and analysis The majority know digital marketing is important and those who don’t invest will be left behind, yet marketers don’t believe their current strategies are effective and report they feel overwhelmed and need/want help Marketers believe their companies’ are falling short on their efforts in addressing factors they consider to be the most important to digital marketing success. 60% believe they need help from experts to get the most out of digital media 49% believe they have a firm grasp on how to use digital marketing 39% of marketers believe their current digital marketing strategy is not effective and even more believe it needs to be better integrated with traditional marketing tactics 27% consider themselves to be experts 17% of respondents believe they have enough time in the day to effectively manage their digital marketing efforts © 2013 Finch Brands, LLC and Netplus Marketing, INC. All Rights Reserved. Investing to create strong digital content IMPORTANCE EFFORTS IN ADDRESSING Investing to create strong digital platforms Hiring internal staff to help implement and manage digital tactics Hiring internal staff to guide strategy and advise on best practices Investing in digital marketing training for employee Investing in paid digital advertising Hiring external expertise to guide strategy and advice on best practices Hiring external expertise to help implement and manage digital tactics 72% 64% 51% 50% 46% 38% 39% 37% 36% 33% 31% 20% 39% 37% 33% 39%
  3. 3. The vast majority of businesses plan to increase or maintain digital spends PLAN TO INCREASE UP TO 10% PLAN TO INCREASE SPEND BY BETWEEN 11% and 20% PLAN TO INCREASE60% 4% Plan to decrease Among those who plan to increase: 40% 33% SURVEY DEMOGRAPHICS ROLE LEVEL BRAND MANAGEMENT MARKETING COMMUNICATIONS MID-LEVEL MANAGEMENT Sr. Executive leadership ENTRY LEVEL 64% 36% 45% 48% 8% © 2013 Finch Brands, LLC and Netplus Marketing, INC. All Rights Reserved. This reflects a growing emphasis/ importance and the rise of social media marketing “GROWING” AND “SOCIAL”ARE THE MOST COMMON WORDS USED TO DESCRIBE COMPANIES EFFORTS IN DIGITAL MARKETING