Companies believe that online marketing will play an important role in their business, according to a survey by the Economist Intelligence Unit. 45% of the respondents believe that the marketing department will become more involved in decisions regarding strategic partnerships.


Companies believe that online marketing will play an important role in their business, according to a survey by the Economist Intelligence Unit.

45% of the respondents believe that the marketing department will become more involved in decisions regarding strategic partnerships.

72% of respondents said that, in two years time, online media platform will determine how major interactive marketing campaigns are planned and executed. 28% of the respondents believed that online media platform already determines the planning of such marketing campaigns.

29% of the companies said they will re-allocate their marketing budget from offline to online advertising and promotion.

Nigel Holloway, director of research in the Americas for the Economist Intelligence Unit, said: “Online marketing is rapidly maturing, but companies have to make sure their actions catch-up with their aspirations. Executives must not lose sight of the need for specific yardsticks of success in every part of their marketing budget.” [Source]

52% of the executives admitted that their online and offline marketing efforts ran in parallel or were not integrated at all.

Lorraine Twohill, Director of European marketing programmes at Google, said: “More than 40% of executives say they will increase online advertising by adding new budget in the next two years. Yet, there exists a paradox between how deeply executives believe in the power of online marketing, and how much work is necessary to deliver on these expectations.” [Source]

The survey was sponsored by Google. For more information on the survey, click here.

 

 

 

 

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