How are companies do online marketing?
The evolution under way in digital marketing reflects fundamental shifts in consumer behaviour. Leveraging the digital universe now requires marketers to look beyond traditional tactics.
As the Internet gains influence and online techniques take on a larger role in strategies, digital marketing may well be the next frontier for consumer engagement and marketing effectiveness.
Although there are many online tactics available to supercharge your digital marketing plan, not all of them deliver the same effectiveness or even are appropriate. It is obviously highly depending on the target audience you are trying to reach and develop relationship with, the products and services you are promoting as well as the marketing objectives you are trying to achieve.
A McKinsey Global Survey of marketing executives from around the world entitled “How companies are marketing online” offers some solid insights into the future of digital marketing together with an excellent synopsis of Web 2.0 and digital tools effectiveness as well as how they are increasingly being used to develop customer engagement.
McKinsey digital Marketing 2008 survey
“A McKinsey global survey of marketers shows that companies are using digital tools—from Web sites to wikis—most extensively for customer service, least in pricing. Two-thirds are using digital tools for product development, almost as many as are advertising online.
Respondents consider online ads to be as useful for brand building as for direct response. Spending is expected to increase on all types of online advertising vehicles over the next three years.
In 2010 just over half of all respondents expect their companies to be getting 10 percent or more of their sales from online channels—twice as many companies as have hit that mark today.”