I’m not sure how you’re starting your week, but I’m beginning by checking out the latest from Adobe’s survey of Digital Marketing Trends. I know – what a fabulous way to start the week! What’s interesting to me is not just what companies are planning to do in their digital marketing efforts but also what they have yet to do since those might be things with which they need a smart consultant’s help…
Thinking back a few years, studies such as these would often look at who was going to be making initial investments in digital. There were always a lot of companies who were interested in it; a smaller number who were actively thinking about it; a subset of them were planning to do it, and finally, there was a small base of active users. Not any more!
The Adobe study found that :
- Fully 73% of the businesses surveyed say they plan to invest in site redesigns or would otherwise make significant enhancements to improve their site’s ROI. The vast majority (82%) say they plan to deploy those enhancements within the year, up 8% from a year ago.
- Analytics, social media, and rich media/merchandising are the most deployed tactics globally, while mobile apps, social executions and rich media are among the top planned.
- Analytics tools for measuring and optimizing website experiences represent the most deployed tactic globally, used by 55% of the respondents. In line with last year’s findings, social media and rich media tactics also rank among the most adopted. At least a quarter of all respondents have applied some executions in analytics, social media and rich media.
Interesting, right? If you’re not doing digital marketing these days, you are in a minority and your competitors are mining ground you’re ignoring. But that last point has me asking something. Here it is again from the study:
The wide deployment gap between the most adopted execution, site analytics (55%) and the next most adopted, branded social presence (40%) suggests that businesses put the highest priority on protecting their current investments by maximizing and optimizing their existing assets and executions.
My question: What are the 45% of companies that AREN’T using analytics doing? How do they know anything about consumers’ use of the digital tools they’re making available? And can you imagine a company NOT suing any form of social media? Apparently 60% aren’t.
So that’s what’s on my mind this Monday. What’s on yours?
Consult Keith 