Episerver Survey reveals that Traditional Digital Channels Such as Email and the Company Website Remain at the Top of Marketer’s Agenda for Current ROI and Future Investment
While social channels such as Facebook, Twitter, YouTube and LinkedIn are recognized as essential digital marketing channels in 2010, a survey conducted at the worldwide digital marketing conference ad:Tech by Episerver, the world's fastest growing provider of platforms that drive online engagement, reveals that in 2010 nearly 60 percent of the respondents realized the highest return on investment (ROI) from Email and the company Website, and those same channels top the list for future investment among 46 percent of those responding.In addition, the survey further asked about the involvement of the IT department in marketing technology purchasing decisions. Despite the era of Cloud Computing and the ease of technology procurement, 54 percent, or more than half, of the respondents revealed that the IT department is involved "very frequently" or "frequently" in technology purchase decisions. The survey was conducted at ad:Tech 2010 among CEOs, Vice Presidents, Directors and Digital Marketing Managers at more than 65 attending organizations including large corporations, small and medium-sized business and marketing and digital agencies.
"The survey results clearly illustrate what many in the marketing world already suspect, that while marketers are experimenting with social media, they are also struggling with the practicality and ROI of these channels and driving the bulk of investment to the more "traditional" digital channels, " said Bob Egner, Vice President of Global Marketing at Episerver. "The reality is that as marketers we're still early in our understanding of how to best use social channels such as Facebook and Twitter and that clearly more work needs to be done to effectively connect social and mobile marketing to lead generation and revenue growth."
Bob continued, "In 2011, we expect to see more detailed analytics related to social behavior and sentiment that is closely coordinated and synchronized with the other online marketing metrics. In order to drive greater investment by marketers in the social channels, we also encourage digital agencies to take an integral role in bridging the gap between marketers and technologists to drive greater understanding of social media, and to paint a clearer roadmap to conversion and ROI."
VP of Global Marketing