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E-Marketing efforts leave room for improvement

February 09, 2004 |

Driven by low implementation costs, speedy delivery and customer response, and measurable ROI, companies are deploying digital marketing campaigns for a multitude of reasons.

More than one-third (38.9 percent) of companies that participated in a collaborative study by the CMO Council, BtoB Magazine, USA Today, and Responsys would give their marketing departments a grade of “C” or below in terms of how well they understand sophisticated digital marketing. The survey of more than 400 top marketing decision-makers in North America revealed that while strides are being made online, there is still considerable room for improvement.

While 64 percent reported that digital marketing was of high strategic importance, most of the respondents — 43.6 percent — assigned a grade of “B” to their marketing department’s efforts, and only 17.6 percent were comfortable assigning an “A” grade. Better grades may be earned during 2004, however, when 39 percent of respondents planned on spending more than 20 percent of their marketing budgets on digital campaigns. More than three-quarters of survey participants in the technology sector were increasing their digital marketing budgets from the 11 to 20 percent that most indicated as the allotment in 2003.

Driven by low implementation costs, speedy delivery and customer response, and measurable ROI, companies are deploying digital marketing campaigns for a multitude of reasons that include both new and existing customers.

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