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Confidence in 78 digital

Confidence in 78 digital % channels on the 2014 – 2019 rise While most marketers have not yet committed to thinking of their companies as digital businesses, they are definitely on board with digital channels, investing more, focusing more and achieving more results. Making more and better use of digital channels is one of the key areas to show a significant jump in marketers’ confidence over the past year, with a 10% increase. Year-onyear improvements in channel effectiveness show that digital channels lead the way, with online display advertising, search engine optimization, mobile and social media all ranking highly. 10 % OT 7/10 5/10 Increase in channel effectiveness since 2012 (%) Email 2014 34 24 58 Events 2014 35 27 62 2012 31 13 44 2012 35 23 58 Online display 2014 36 23 59 86 Print % 2014 37 22 59 advertising advertising 84 % 80 2012 30 19 49 2012 37 18 55 Search engine 2014 37 24 61 Existing customer 2014 32 36 68 recommendations 2012 33 19 52 (Word of mouth) 2012 39 26 65 Radio advertising 2014 30 18 48 Direct mail 2014 31 20 51 2012 28 11 39 2012 33 15 48 TV advertising 2014 32 27 59 In-person contact 2014 34 35 69 with the front-line 2012 29 22 51 employees 2012 37 31 68 Mobile 2014 33 25 58 Corporate website 2014 49 35 % 28 63 49 2012 32 18 71 % 50 2012 38 24 62 57 % Social media 2014 2012 34 22 56 30 18 48 Sponsorships/ Partnerships 2014 2012 34 25 59 36 23 59 Media coverage 2014 2012 35 26 61 32 22 54 Telemarketing 2014 29 19 48 2012 35 23 58 Branded content 2014 2012 37 23 60 32 21 53 Video 2014 31 24 55 Education channels 2014 30 21 51 Fairly effective Very effective SMS/Text messaging 2014 27 20 47

The death of telemarketing Telemarketing slid precipitously as an effective channel from 2012 to 2014. Effectiveness dropped from 58% to 48%; perhaps as a result, its importance dropped from 74% to 51%. The rise of an old standby While telemarketing fell, low-cost email rose as an effective channel. As email’s importance improved from 58% to 66%, its effectiveness increased commensurately, from 44% to 58%. Meanwhile, a generational divide is opening up with respect to mobile. Marketing executives who grew up with digital devices—those under 35—give significantly more weight to mobile (38%) than their more seasoned colleagues (18%). Mobility is a game changer for younger marketing executives. Seven out of 10 marketers aged 50 and younger believe that mobile is an important channel for reaching customers and prospects, compared with fewer than five out of 10 aged 51 and older. This is the difference between digital natives— those who were raised with digital channels— and those who have had to adapt to digital. For younger marketers, 78 mobile % is not a channel but a lifestyle. 2014 – 2019 Budgets for digital marketing also continue to rise. Today, 39% of businesses surveyed spend more than $100 million on digital marketing. Slightly more (41%) expect that budget to rise by more than 5% in their next fiscal year. Only 8% see any kind of cutback in digital marketing spending next year. Size of 2014 digital marketing budget (%) >$1 billion $501m–1 billion 3 9 5/10 7/10 $101–500m 27 $51–100m $26–50m 12 13 $25m or less Don’t know 13 Expected change in 1 year (%) Increase >10% 14 Increase 6–10% Increase 1–5% Stay the same 23 26 27 25 86 % 7/10 marketers under 50 believe that mobile is an important channel for reaching customers and prospects, compared to 5/10 over 51 Decrease 1–5% 6 Decrease >5% 2 71 % 57 %

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