New Survey Highlights Gaps in UK Digital Marketing Progression
According to research commissioned by Marin Software, many CEO of large companies in Britain lack understanding of digital marketing and therefore allocate adequate investment into its development.
The survey questioned 200 UK digital marketing managers who work across companies with a combined annual turnover of over £60bn.
More than one third (34%) of these professionals thought that their boss has a poor understanding of digital and doesn't invest in it sufficiently, while only 30% believe their company currently has the right balance between their online and offline budget.
Additionally, almost half of the surveyants (48%) said that a greater portion of their offline budget needs to be reallocated to digital in order to deliver better returns for the business.
Other findings were that 67% of the respondents felt that online marketing needs to be better integrated with offline marketing, and two thirds (66%) said more needs to be done to integrate different digital marketing disciplines, including SEO, paid search, display and social media.
The study also found that one of the highest priorities for digital marketers in 2015 is to work more closely to the IT team. Over half (54%) said they are already currently doing so, while one in five (19%) plan to do this next year.
Nevertheless, the survey highlighted a gap since only a quarter of respondents (26%) were planning to hire more people with the data analysis skills that are key to measuring the success of digital marketing.