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
Content Manager - £35,000 - London
£32000 - £35000 per annum
Content Manager - up to £35,000 - London. The Ashdown Group has been engaged by a highly successful and progressive p...
Kingston upon Thames, Surrey
This is an excellent opportunity for an experienced Billing Administrator or Billing Clerk to join a global leading c...
City of London, London
£20000 - £30000 per annum + superb benefits
A market leading financial services company providing private equity and fund administration are looking for an Appli...
Group Marketing Manager
East Sussex, England
£60,000 per annum
Group Marketing Manager - Mid Sussex (accessible from Brighton, Uckfield, Heathfield, Crowborough,Tunbridge Wells) - ...
East Sussex, England
Marketing Manager - Mid Sussex - £40,000 - £50,000 (DOE) plus excellent benefits including company car! Reporting to ...
Graduate Developer (ASP.Net/SQL)
£25,000 per annum
A well-established multinational business based in Dartford is looking for a personable graduate to join its team as ...
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...
Can HR tech ease workplace conflict?
Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...
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...
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...
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 ...
How can you encourage an inclusive work environment?
Inclusivity in the workplace is an ideal most astute businesses strive for. Making employees feel comfortable and val...