As part of our coverage from Digital Day 2012, Steve Levy presented a session outlining the results of an annual report on Digital Marketing. This report considers trends as seen by digital media practitioners. Read on for a summary of results in this session entitled “Digital Marketing Pulse”.
Marketers and Agencies have experienced a change over the last 7 years.
From the viewpoint of:
- “Don’t Go There” to
- Having to manage ambition
This presentation takes into consideration the perspectives of:
- What Canadian marketers/agencies are doing?
- What the public is doing?
Leaders in Digital Marketing:
- Amazon
- Ford
- Nike
- Apple
- Rogers
- Coke
- Starbucks
- BMW
- Kraft
- P&G
Components of Digital Marketing
- 2006 – 10 components identified
- 2012 – 17 components identified (including email marketing and search engine optimization)
Email Marketing
- The Marketer/Agency Point of View
- Targeted email campaigns are more effective than direct mail campaigns
- In 2012 “Daily Deals” flooded the market
- Saw a minor bounce back of direct mail
- Email marketing is alive and healthy
- The Consumer Point of View
- 88% receive promotional emails
- Willingness to receive info via this medium
Search Marketing
- The Marketer/Agency Point of View
- “The more you know the less you know”
- The Twitter Effect (Micro-Blogging)
- The Public Point of View
- Many are aware of Twitter, few are using it
- Awareness of Twitter in 2006 was only at 1%
- Increased to 15% awareness in 2011
Social Network Marketing
- The Marketers/Agency Point of View
- Continues to evolve (Facebook)
- Usage content: 54% Strategy tools
- 2012 was NOT the year of the mobile
- Dip amoung marketers usage
- Agency side is up, however, showing lots of innovation
Mobile Marketing is the next frontier in digital marketing, however:
- Mobile is the first to get cut in budget
- It is hard to demonstrate its effectiveness
Best practices in Digital Marketing include:
- Target market/know your audience
- Engaging/Interactive
Canadians understand the digital connection, but no one stands out.
- The Marketers/Agency Point of View
- Shuffling expenditures across media continues
- Print, Radio, TV, OOH, and Direct mail have all decreased
- Email, Mobile and Online have all increased
From the Conference Board of Canada:
“Internet to overtake television by 2016”
7 Thoughts to leave you with:
- “Don’t go there” to managing ambitions
- Email marketing is alive and healthy
- Gap between effort expended and public’s willingness to receive
- Twitter is important in the mix
- Leaders in the FMCPG, financial services, and retailer industries
- Major mobile, minor traditional
- 2012 was NOT the year of the mobile