Digital Marketing: do you understand it?
It’s a scary thought: marketing has moved on so substantially from the old days of print and radio however have marketers kept up with this move? We assume they have but recent studies of relatively advanced markets such as the U.S. and the U.K.
Marketers appear to be unable to catch up with the pace of technological change within digital marketing practices. Similar apprehensiveness has been noted in the U.S., where a mere 9% of marketers confirmed their confidence in the effectiveness of their digital marketing campaigns, and 61% referred to recent digital marketing approaches by most companies as in a cycle of learning by doing or trial and error.
A similar sentiment is felt in the UK, where over 50% of marketers are basing their digital campaigns on intuition as opposed to rigorous testing of campaigns and content which is the norm with more traditional forms of marketing, such as employing a focus group to obtain feedback on a new television spot. A part of this problem can be attributed to a lack of data analysis and insight strategies by marketing departments, resulting in a lack of relevant information to inspire confidence in the direction of digital campaigns.
There are multiple issues here including a lack of training and the massively fast moving pace of the industry.
Other issues encountered by the marketing sphere due to this lack of assurance include the downplaying of the significance and value of emerging channels. Especially mobile marketing channels are not being utilised in an effective manner to reach consumers. In fact, almost half of marketers have not employed a formal mobile marketing strategy for their respective companies. These statistics are surprising considering the personal, portable and ‘always-on’ nature of mobile devices makes them highly conducive as a channel for reaching consumers.
At OfferForge we’re here to help you decipher your online marketing needs without the fluff. We’re here to genuinely help and inform and no question is ridiculous. Give us a shout here and we’ll get your online marketing up and running.