Digitale marketing wordt steeds belangrijker in de marketing mix
Uit een recent onderzoek blijkt dat lead generatie nog steeds ??n van de belangrijkste doelstellingen is voor bedrijven die zich bezig houden met digitale marketing (83%). Lead generatie wordt gevolgd door brand awareness (68%) en klantenbindig (67%). Drie kwart van de respondenten geeft aan het budget voor digitale marketing in 2004 te verhogen.
The recently released Digital Marketing Dialog Survey finds that new-customer lead generation is the top purpose of companies engaged in digital marketing. This motive, cited by 83% of respondents, outpaced both brand awareness and recognition (68%) and improved customer relationships (67%).
63% of marketing and advertising executives in the survey see digital marketing as having a high or very high level of strategic importance within the organization. Moreover, more than three-quarters of respondents said they planned to increase their budget for digital marketing next year.
The top components of digital marketing are shifting towards e-mail marketing campaigns (80%), Web site interactions and content delivery (73%). E-newsletters and online advertising tied at 69% in the digital marketing mix. Perhaps, notes the report, because they are less costly, quicker and easier to implement, quantify and analyze than traditional marketing campaigns. One of the newest digital marketing techniques, Webcasts and Web conferences, was cited by 27% of respondents as part of the marketing mix.
Other key findings:
- Spending for online marketing of the biggest proportion of marketers is expected to double to 11% to 20% of the overall marketing budget in 2004. And 37% of companies will spend more than 20% of their marketing budgets on digital marketing in 2004 vs. only 32% this year.
- Of the marketers surveyed, 42% are adopting e-mail opt-in policies, and 35% plan to adhere to new legislative developments. The top three e-marketing challenges to overcome are spam and filtering, e-mail inbox clutter and developing more qualified lists.
- Top improvements marketers expect to boost their campaigns next year include integrating online and offline marketing, integrating e-mail campaigns with their Web sites, highly personalized interaction, and better customer profiling and analytics to determine campaign effectiveness.
- 54% of marketing professionals are relying Web site visits for measurement, 54% on customer response rates, 53% on customer leads, and 52% on click-throughs. However, nearly 10% said they were not measuring their digital marketing programs.
Gepost in: Cijfers en feiten
Edwin Duys, MediaCatalyst
Ooit organisatie-adviseur en rechterhand van bestuursvoorzitter(s) bij Fortis Amev en vanaf 1995 in aanraking gekomen met het Internet. Sindsdien 'geraakt' door dit medium. Van manager E-commerce bij Ordina verantwoordelijk voor het internet diensten portfolio tot Business Development Manager bij een internet startup (online hypotheken en employee benefits). Alle pieken en dalen meegemaakt. De passie is gebleven. Inmiddels ruime ervaring en gespecialiseerd in internet marketing & sales. Gerenommeerde bedrijven als Essent, Amicon, Orange, Vodafone, Sony Europe, Yamaha Europe, Schiphol Group, Nestle, Amsterdam Admirals, Atradius, Mediamall, Philips en NXP heb ik van advies mogen voorzien. Mijn kennis en ervaring wil ik graag met je delen. Ben je geinteresseerd? Zie mijn profiel op LinkedIn. Of bezoek mijn persoonlijk blog of mijn portfolio.
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