Part 1 – Digital Marketing: Are You Ready?

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May 4th, 2010

The marketing industry is undergoing a dramatic transformation – from mass marketing to engagement with the individual. With the rise of new mediums, customers can share their opinions about products or services with millions of other individuals. This means that consumers are starting to trust the opinions of strangers over even the largest brands and, as a result, are driving the most significant shift in marketing history.

A recent survey by Alterian shows some interesting numbers about how companies are engaging in this new paradigm shift in digital marketing.  Here are some key findings and excerpts from that survey.

1. How many different providers of marketing services do you leverage for digital marketing, database marketing, data hygiene, brand strategy, web analytics, email marketing and statistical analysis?


It is very revealing that almost 70% of respondents work with 3 or more suppliers, and almost a quarter (23%) work with a staggering 7 or more suppliers. Ensuring the consistency of messaging and brand across so many suppliers can be a challenge, made all the more difficult by marketing teams working in silos with disparate applications and information.

Suppliers will have to change how they operate if they want to provide clients with strategies for customer engagement across multiple channels.

2. How difficult is it to coordinate resources across your digital and direct marketing agencies?


Almost 40% of respondents reported that they found this ‘somewhat’ or ‘very’ difficult. Marketers do not need just a direct marketing agency that claims to be digital experts, or a digital agency turning to print. What is needed is a truly integrated agency that solves the problems marketers are having with coordinating multiple resources.

3. In the next 12 months how much of your marketing budget will be shifting from traditional direct marketing (direct mail/telemarketing) to digital/interactive/social channels?


Marketing budgets are shifting away from traditional direct marketing towards digital, interactive and social channels. 40% of respondents anticipate a shift of over a fifth of their budget towards digital channels, with 21% predicting more than a third of their budget shifting.

4. Which of the new marketing techniques are you currently investing in or planning to invest in?


The most popular new marketing technique was Social Media Marketing.  Two-thirds of respondents (66%) were planning to engage in marketing through social media channels.

36% of respondents reported their intention to invest in Social Media Monitoring tools. This is a very high percentage, particularly considering the relative immaturity of the channel.

Coming this Friday I will post “Part 2 – Digital Marketing: Are You Ready.” I will explore additional research results for integrated multi-channel engagement and staff readiness.

Source:  Alterian (LSE: ALN).

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