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
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