The continued rise of Digital Marketing
Posted by Pramod S.N. at 1:04 PM
Marketers are shifting or have already shifted to digital marketing because of flexibility, scalability, and measurable results in real time.
The proof is the in numbers.
A 2011 study commissioned by Social Media Examiner showed that 88% of all marketers said their companies' social media efforts created more exposure for their businesses.
Another benefit was improved traffic and increased subscribers. The study also showed that almost two-thirds of the marketers surveyed said their companies experienced a rise in search engine rankings because of social media marketing. About half of the marketers also reported social media generated qualified leads.
That same study showed digital marketing increased sales even when there was a minimal time investment into the marketing plan.
Digital marketing strategies also don't require a long-term time commitment and are often more cost-effective than traditional marketing.
Many expect the trend of spending more on digital marketing to continue. A recent study published by Duke University's Fuqua School of Business showed that within the next five year marketers expect to spend 19.5% of their budgets on social media -- almost triple what they currently spend.
Internet marketing is expected to increase 14.3% over the next year, as the percentage on traditional advertising is predicted to plummet by 161.5%, the study showed.
Advertisers want to spend on media that their customers are paying attention to on a regular basis. We should expect this free-fall to hit an equilibrium level at some point in the next few years. But until then, agencies will need to continue to morph their capabilities toward the web in order to survive.
A separate study by the IBM Institute for Business Value based on surveys of chief marketing officers showed that three areas need to be focused on to improve digital marketing including delivering value to empower customers, create lasting relationships with those clients and being able to measure marketing's contribution to the business in relevant terms.
The study showed that 63% of survey respondents believed marketing return on investment will become the most important measure of success within five years -- but only 44% felt prepared to manage that heightened importance on ROI.
Marketers need to continue to adapt to the expanding use of digital marketing to keep their businesses in the forefront of advertising.