Thursday, May 12, 2011
Digital Marketing Planning
According to a new study from Adobe Systems, almost three-quarters of businesses plan imminent investments in website redesigns or significant site enhancements to improve ROI. The study, "Digital Marketing in the Next Decade," found the most-deployed tactic to date, used by 55% of respondents, was analytics tools for measuring and optimizing website experiences. 82% say they plan to adopt the enhancements this year, up 8% from a year ago.
1,941 participants in this year's survey represent businesses across diverse industries including advertising and interactive agencies, media and publishing computer hardware, software and services and retail, headquartered primarily in North America, Western Europe and Japan.
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. 82% say they plan to deploy those enhancements within the year, up 8% from a year ago.
Analytics tools for measuring and optimizing website experiences represent the most deployed tactic globally, used by 55% of the respondents. 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.
Mobile cracks the top planned deployments for the first time since the survey first began measuring its executions in 2009. iPhone apps are the most planned deployment, cited by 27% of the respondents. It shares the top spot with interactive catalogs, which leads planned deployments for the second year in a row.
The features that drew the most "very effective" ratings (actual or expected) by respondents who have deployed or plan to deploy them are:
In the digital advertising category, serving impressions in social networking sites ranked first as the top planned execution at 25%, while in the analytics category, tools for measuring social ROI is the top planned at 21%.
The top investment priorities focused on mobile applications and branded social community presence: