×

Warning

JUser: :_load: Unable to load user with ID: 3653
Thursday, 18 July 2013 11:29

Business not doing digital marketing properly

By

Australian and New Zealand businesses are spending a paltry amount of their digital marketing budgets on optimisation, despite evidence showing those who optimise are reaping thousands of dollars return for every dollar spent.

Retailers, banks, insurers, travels sites and other transactional businesses participated in AN Australian / New Zealand study, conducted by dgm and Adobe, that looked into what types of optimisation were being used and the effects. The study was conducted globally for Adobe just prior to the local version.

Tom Edmonds, head of strategic development at dgm, said the local results compared favourably to the global responses, showing that Australia is just as sophisticated as digital marketers in more mature markets such as the US and UK.

“However, despite the availability of new tools and technologies designed for optimisation, few businesses have invested the time and money to implement ongoing optimisation initiatives,” he said.

“We are seeing among our clients – and the results of the survey certainly support this – those companies who invest in optimisation gain a competitive advantage as well as significant new revenue as a results of continuous incremental improvements.”

While web analytics is the most popular tactic for optimisation, the results show that the use of testing – which should form the backbone of any optimisation strategy – is falling far short of the mark.

Kevin Lindsay, director of targeting and optimisation solutions at Adobe said: “While testing currently appears to be a lower priority compared to other digital investments, the results that optimisation-focused companies are experiencing are extremely promising.”

Local businesses are spending a little more of their budgets on optimisation than the global respondents. The 12% of local respondents who are spending more than a quarter of their budget on ontimisation are also receiving substantially higher conversion rates than the total sample.

Mobile is sluggish, with 44% of respondents saying they still don’t have a mobile optimised site and more than half don’t know their mobile conversion rate.

Edmonds said: “The momentum is slowly building in the demand for optimisation strategies and we predict more businesses will adopt a culture of continuous improvement this year.”

Download the full report for yourself here.


Subscribe to ITWIRE UPDATE Newsletter here

PROMOTE YOUR WEBINAR ON ITWIRE

It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site itwire.com and prominent Newsletter promotion https://itwire.com/itwire-update.html and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV https://www.youtube.com/c/iTWireTV/videos which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinatrs and campaigns and assassistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.

MORE INFO HERE!

INTRODUCING ITWIRE TV

iTWire TV offers a unique value to the Tech Sector by providing a range of video interviews, news, views and reviews, and also provides the opportunity for vendors to promote your company and your marketing messages.

We work with you to develop the message and conduct the interview or product review in a safe and collaborative way. Unlike other Tech YouTube channels, we create a story around your message and post that on the homepage of ITWire, linking to your message.

In addition, your interview post message can be displayed in up to 7 different post displays on our the iTWire.com site to drive traffic and readers to your video content and downloads. This can be a significant Lead Generation opportunity for your business.

We also provide 3 videos in one recording/sitting if you require so that you have a series of videos to promote to your customers. Your sales team can add your emails to sales collateral and to the footer of their sales and marketing emails.

See the latest in Tech News, Views, Interviews, Reviews, Product Promos and Events. Plus funny videos from our readers and customers.

SEE WHAT'S ON ITWIRE TV NOW!

BACK TO HOME PAGE

Share News tips for the iTWire Journalists? Your tip will be anonymous

WEBINARS ONLINE & ON-DEMAND

GUEST ARTICLES

VENDOR NEWS

Guest Opinion

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News

Comments