08 Marketing IT supplement
B2BM MAR 08 – www.b2bm.biz
SPONSORED BY
Migration of technology marketing online is being fuelled by the growing need to show ROI,
although to date few forms of digital media actually demonstrate their ability to do this,
according to new research
ROI REMAINS THE
ELUSIVE HOLY GRAIL
T brands are rushing to embrace Respondents also demonstrate a high level appropriate for the technology-orientated
I
digital media to communicate with of commitment to marketing amongst IT products and services that are being
decision makers, but to date companies, with 38 per cent describing their promoted, whilst for a further 12 per cent,
comparatively few digital channels have proven organisation as ‘very committed’, whilst only the justification was purely cost-related.
themselves to be successful in terms of ROI. 17 per cent believe their organisation’s However the split between investment in on
This is according to new research by B2B commitment is ‘limited’. and offline remains relatively even, with 42 per
Marketing and DWA into marketing cent of respondents spending at least 60 per
techniques in the technology sector, which also Media migration cent of their budget in offline media, whilst 44
reveals a high level of confidence amongst The growing focus on digital media in the per cent invest at least 60 per cent in digital
technology marketers, despite suggestions of a technology sector was underlined by the survey media. The remainder (14 per cent) split media
gloomy economic outlook. The survey also results. When asked ‘Is your media spend spend broadly evenly and between on and
demonstrates the rapid evolution of marketing migrating from traditional offline to online?’, offline. So whilst there is considerable hype
techniques in this dynamic sector, which is 31 per cent agreed that it was ‘rapidly’, and a surrounding digital, this has yet to translate into
often considered to be at the vanguard of new further 47 per cent that this was taking place domination of media spend. It will be interesting
marketing developments. more ‘gradually’. Only 16 per cent said they to track how this trend develops in the next few
According to the research, 68 per cent of were not migrating spend at all, whilst five per years, and whether the hype is realised.
respondents (who are marketing practitioners cent said that they were ‘not sure’ what was
in the technology sector) regard the market as happening in terms of their media. Email proves most popular
either ‘buoyant’ or ‘good’, whilst a further 20 In terms of why this migration is taking The survey also examined the specifics of
per cent regard it to be ‘average’. Only 11 per place, the largest group of respondents which digital media spend, and asked which of the
cent suggest that the market is currently was migrating online (40 per cent) said this different options respondents had invested in
‘challenging’ which belies the general level of was because digital media is more to date.
economic cynicism regarding prospects for the measurable. A further 28 per cent said the Unsurprisingly, by far the most popular was
wider economy. shift was because digital media was more ‘email to in-house database’, which has been
used by 78 per cent of respondents. Given the
cost and convenience of this channel, it could
69%
OF RESPONDENTS REGARD THE MARKET
be described as a no-brainer, and arguably the
AS EITHER ‘BUOYANT’ OR ‘GOOD’ surprise is that uptake of this media has not
actually been higher.
SPONSOR’S COMMENT: OPPORTUNITIES LOST
The findings of this survey Whilst these results show a shift from These three media channels should make up
underline the extent to which
business-to-business marketers are
lagging behind those i
“
traditional offline to online media, part of most technology companies’ marketing
they also prove B2B is lagging behind strategies. The results for newer media channels
n embracing
B2C when it comes to utilising new media. The are understandable, but are still quite low.
questions is: why? Nearly 80 per cent of When we look at banner campaigns, the
digital marketing in the consumer
respondents’ media investment is migrating online percentage that have trialed rich media, or used an
world, but do not explain why, says
and yet only 64 per cent have tried search interactive function is only 15 per cent. Given all
Chris Bagnall, client services marketing, 58 per cent have used banners and the research available showing increased
director at DWA
unbelievably only 49 per cent have purchased interaction, it is surprising that more marketers
email data. are not embracing it.
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