Click Fraud Protection

Connecting...

Companies still sceptical about digital marketing

News | Majority | Businesses | Benefits

W1siziisijiwmtcvmduvmdmvmtivntqvmtyvnzizl2nvbxbhbmllcy1zdglsbc1zy2vwdgljywwtywjvdxqtzglnaxrhbc1tyxjrzxrpbmcuanbnil0swyjwiiwidgh1bwiilcixmdawedqwmcmixv0

The majority of businesses are still unsure about the benefits of digital marketing.

A new report by Forrester Research revealed although many firms now operate some sort of online strategy, many remain unconvinced it is having much success. This is despite more than half the companies questioned stating they believed such initiatives are paramount to achieving success. 

The study, published by the Institute of Direct Marketing, also showed more than 90 per cent of respondents claimed online strategies will disrupt their business within the next 12 months. In addition, two-thirds of those surveyed stated they did not trust their own digital campaign. Only a third of companies were satisfied with their plans.

Meanwhile, the survey highlighted a possible skills shortage with online initiatives, as only one-fifth of firms claimed they have the right knowledge base to implement successful campaigns. On top of this, just 15 per cent thought they had the necessary people in their organisation to effectively execute their strategy. This apparent lack of expertise is clearly an opportunity for many businesses to recruit new talent to take their digital marketing initiatives forward.

Aside from fears about a deficiency in competence, two-thirds of employees believed their departments were too rigid and as a result, were preventing online projects from having much success. An additional 21 per cent thought the chief executive of their company had a clear vision on how to effectively use the latest technological advancements. 

Nigel Fenwick and Martin Gill, the authors of the report, warned: "The organisational structures, processes and ways of working that have proven so successful in the past are now your firm's greatest enemies in its race to embrace digital technology."

According to the report, ecommerce and IT companies were more likely to be impacted by online strategies. Organisations dealing with sales were also extremely likely to be involved in these initiatives. 

The study advised businesses should start to digitise their end-to-end customer experience in order to achieve the maximum level of success. According to the authors, it would be extremely beneficial for companies to deliver digitally-enhanced experiences which would add value to their clients' needs.


Posted by Jon Aspinell on 12th March 2014

SHARE

LATEST JOBS
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Marketing Assistant - Buckinghamshire...

High Wycombe, Buckinghamshire

£140 - £165 per day

Marketing Assistant / Marketing Executive - High Wycombe, Buckinghamshire - up to £165 p/d - 3 month contract-Permane...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

AWS Projects/Systems Engineer

City of London, London

£50000 - £55000 per annum + good benefits

A fantastic opportunity has arisen within a successful media organisation. They are looking for a Systems Engineer to...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavntavmdavnde5l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznemd2tkrzdk1qttjmmjfoy21zeuxtlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Product Administrator

City of London, London

£25,000 per annum

An excellent opportunity has arisen for a Product and Marketing Support Administrator to join an international manufa...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

.NET Developer - Surrey - £60,000

Egham, Surrey

£50000 - £60000 per annum + bonus + benefits

Software Developer / C# Developer / .NET Developer - Egham, Surrey - up to £60,000 plus great benefits and bonus. A s...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Campaigns Manager - central London -...

London, England

£200 - £260 per day

Campaigns Manager (online gaming/betting/sports betting) - central London - up to £260 p/d - 9 month contract. Fantas...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Retail Marketing - central London - ...

London, England

£160 - £200 per day

Retail Marketing contract - central London - 9 months - £200 p/d. Join an industry leading, global entity in the onli...

READ MORE
W1siziisijiwmtgvmdqvmtgvmtmvmjmvnduvnza0l1jlbw90zs1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

How can you ensure cohesive communication with a team of remote workers?

Remote working is becoming increasingly adopted by organisations across the globe - whether that takes the form of an...

READ STORY

W1siziisijiwmtgvmdevmjqvmdgvntkvmtavndyyl2ltywdlmtqtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Can HR tech ease workplace conflict?

Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...

READ STORY

W1siziisijiwmtgvmdevmtyvmdgvntcvmzcvmtk5l1dlbgwxyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

What to prioritise in your employee experience

The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...

READ STORY

W1siziisijiwmtgvmdevmtavmtyvmdavntmvmtyzl0ltywdlntatbwluicgxks5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

What can HR expect in 2018?

HR departments are set to face many new challenges in 2018, from the technological to the traditional. Among the most...

READ STORY

W1siziisijiwmtcvmtevmjgvmtcvmdevndqvnzivaw1hz2uyni1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

From communication to drive: The importance of soft skills

Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...

READ STORY

W1siziisijiwmtcvmtevmdgvmtavntqvmzivotuvaw1hz2uxns1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Only one in three workers say their employers offer training

Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...

READ STORY