Regression analysis: Simple Linear Regression Multiple Linear Regression
Digital marketing Survey 2012
1. Digital Marketing Survey 2012
imagine
inform
create
engage
reach
act
April 2012Key Findings into the Role of Digital Marketing in Marketing Strategy
A Survey of Asia Regional and Local Marketing Decision-Makers
based in Singapore
3. “We’re using technology to shift
our spending from more
traditional advertising on
television to digital and mobile
advertising.
We’re using technology to more
effectively and efficiently target
consumers, allowing us to build
one on one personal relationships
with every consumer. ”
- Bob McDonald
CEO, Procter & Gamble
February 23 2012
4. About the Survey
• From end February to 1st week of
April 2012, Xpointo invited hundreds
of Singapore-based marketers to
participate in our Digital Marketing
Survey
• The objective was to assess how
digital is factoring into overall
marketing strategy
• At the close of the survey fieldwork,
we received 155 completed survey
responses
• The responses have been aggregated
and compiled. Following is a
snapshot of the findings.
7. Responsibility for Marketing Strategy
1. Thinking about your job function in your company, how are you
responsible for your organisation’s marketing strategy?
66%
60%
53%
Implement and execute marketing programmes
Significant influence in strategy
Lead and direct marketing strategy
0% 10%20%30%40%50%60%70%
8. Geographic Marketing Responsibility
2. Thinking about marketing responsibilities, do you handle local (ie.
Singapore only) or regional (e.g. Asia, South East Asia, Asia-Pacific)?
42%
14%
44%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Local only Regional Local and
regional
9. Digital Marketing Priority
3. Is digital marketing an increasing or decreasing priority for your
company?
12%
2%
86%
0% 20% 40% 60% 80% 100%
Same
Decreasing
Increasing
10. Importance of Digital Marketing Tactics
4. Thinking about how your organisation has deployed digital
marketing, how important are each of the following in your digital
marketing efforts? (1 = Not important, 5 = Extremely important)
2.28
2.42
2.60
2.86
3.12
3.13
3.54
3.59
3.63
3.69
3.77
4.17
1 2 3 4 5
Mobile Advertising
Mobile Application Dev
Microblogging
Online video channels
Social Media Application Dev
Online Display Advertising
Social Media Pages
Search Engine Optimisation
Search Engine Marketing
Email marketing
Website Traffic Generation & Analytics
Website Content Development
11. Digital Marketing Objectives
5. Thinking about your key business objectives in digital
marketing, how important are each of the following? (1 = Not
important, 5 = Extremely important)
3.90
4.03
4.07
4.12
4.26
4.33
1 2 3 4 5
Lead Generation
Influencer Marketing
Product Promotion
Target Market Engagement
Product Awareness
Branding
12. “Clearer and better content”
Examples of Digital Marketing Initiatives
“Building apps/tabs on facebook for
brand engagement”
“Finetune targeted digital
marketing using CRM” “Launch a points marketing effort”
“Further increase fan base on
Facebook for product and brand
awareness”
“To revamp existing digital
platform”
“Creating community interaction”
“Content co-creation initiatives
with online community”
“Executing available global
digital assets in the region”
“SEM and social media”
“Website revamp and analytics”
“Web share – driving
conversion”
“Lead generation and social media” “Mobile application”
6. What are your top digital marketing initiatives this year? (freetext)
13. Top Digital Marketing Initiatives
6. What are your top digital marketing initiatives this year? (freetext)
1.2%
1.6%
2.0%
2.4%
2.8%
2.8%
3.2%
4.0%
4.0%
4.4%
5.6%
6.4%
7.2%
8.4%
17.2%
23.2%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Lead generation
Online video channels
Microblogging
Blogging
Branding
Website Traffic Generation & Analytics
E-commerce
Digital Marketing Strategy
Search Engine Optimisation
Online Display Advertising
Mobile Marketing (Advertising, App Dev)
Content Development
Email marketing
Search Engine Marketing
Website Development / Revamp
Social Media Development (Community, App)
14. “Lead generation with richer content”
Examples of Digital Marketing Challenges
“Tearing budget away from
traditional media. Question is
„which media?‟”
“Barriers in certain digital
markets – like broadband”
“Relevance, content, target market
engagement & funding
“Budget and resource allocation”
“Negative comment/complaints
on social media”
“Effectiveness of traditional vs
digital marketing”
“Measurement – how effective
the ads are”
“Creating content engaging
enough to break through the
clutter out there”
“To address targeted customer
segments”
“Transition of marketing budget”
“Justify appropriate digital channels”
“Management approval for digital
investments”
“Tracking and maintaining
web share and conversion”
7. What are your top challenges when it comes to digital marketing? (freetext)
15. Top Challenges in Digital Marketing
7. What are your top challenges when it comes to digital marketing? (freetext)
1.7%
2.7%
3.3%
3.3%
3.7%
5.0%
5.0%
5.7%
6.4%
7.0%
7.0%
7.7%
7.7%
7.7%
8.4%
9.7%
10.4%
0% 2% 4% 6% 8% 10% 12%
Working with the Right Digital Agency
Keeping Up to Date on Latest Technologies
Achieving Brand Awareness
Measuring & Tracking Performance
Lack of Resources
Shift from Traditional to Digital Marketing
Showing Return on Investment
Competition
Determining Appropriate Digital Channels
Target Market Engagement
Optimising Response & Conversion
Creating Relevant & Rich Content
Educating Stakeholders about Digital Marketing
Lack of Expertise and Knowledge with Digital Marketing
Effective Social Media Management
Digital Marketing Budget Allocation
Reaching Target Audience
16. Digital Marketing Adoption
True freaks!
Source: Everitt Rogers Innovation Adoption Life Cycle
Digital? Yawn…
Testing
Waters
I geddit.
Let’s do
more!
Optimise!
Scale!
New, new
thing!
Source: Everitt Rogers
Innovation Adoption Lifecycle
17. Key Takeaways
• Digital is a growing priority
for a majority of marketers
• Business objectives span
the gamut of awareness >
branding > engagement >
product promotion >
conversion > retention
• Different strokes for
different folks
– Digital adoption stage
– Challenges faced
– Priority of digital platforms
