MarketingTech spotted an interesting post on LinkedIn this week questioning using the phrase ‘electronic’ before marketing.
The poster argued that digital’s now business as normal, so why is there a need?
And this sentiment has been echoed by a recent study by Millward Brown. 300 senior executives were asked by the organization from media companies and advertisers, agencies for their ideas.
The study proves that there are just 26 percent of entrepreneurs that do not incorporate their electronic and traditional marketing approaches, which is an encouragaing figure, if a little higher. To get more granular, there’s a bigger number of entrepreneurs not integrating within digital itself – i.e., across desktop, smartphones, social, etc – in a third.
Digital and Conventional marketing
Some entrepreneurs were unsure their company had the appropriate media mix between electronic and traditional, but did state what their ‘perfect’ would be: 13% site, 13% search, 12% societal, 11% satisfied, 11% online advertising and so forth.
If they know the ideal however, the study notes that acquiring the ideal mix means understanding.
But it’s not all bad news, as marketers across all regions – media, manufacturer and agency – said they expect their study budget with media being the greatest at 64%, to rise over the years.
In particular such as: ROI studies, behavioural guidance and advertising effectiveness.
Big data
This naturally contributes to a conversation about business’ utilization of big data and 41 percent of brand marketers say they’re more confident about it up on this past year. However, media and agency partners are saying they are having better results, with 60% of both groups stating they believed capable in regards to actionable insights.
And while proving ROI is the obstacle marketers are facing today, there are a range of channels such as content and events, which are tough to track ROI for.
Webinars appear to be the value that is most elusive as it comes to tracking, but top of the list is email.
