Digital transformation is presenting marketers with new challenges. Mobile marketing, social media and blogs are becoming increasingly important. Which trends can currently be identified and where do German marketing departments stand today? The new “digital business transformation” study by Dexperty answers these questions.
Digital proportion of marketing rising
Digital transformation in marketing is steadily progressing and is financed by a growing proportion of the overall budget being allocated to digital outlets, which is now often in the double-digit percentage range. But a strategy is only clearly visible in less than 30 percent of the companies. The respondents see websites, dialogue marketing, trade fairs, print media and public relations as the most important factors for marketing success, whereas social media, blogs, and mobile marketing are quickly catching up. At over 40 percent, the mobile web, SEO/SEM and analytics are considered part of the toolkit along with content and database marketing. Just as many have digitalized their entire customer interface and are using big data for product and service improvements
Many are only just beginning
A glance into the marketing departments also shows that digital business transformation activities vary and are often still in the beginning stages. None of the impacts of digitalization on a company’s marketing included in the survey was seen by more than 40 percent of the companies and medium-sized businesses are clearly lagging behind in this regard as well. Only about one-third of the companies has a strategy or is working on new solutions together with partners or customers. About one-quarter of the respondents rely on the external expertise of consultants. Just as few have additional budgets for digital marketing. Just under one-fifth has set up strategic projects and a task force is active only at 20 percent of the larger companies. In smaller companies, a quarter of those surveyed even felt no impact at all of digitization on marketing.
Budgets are growing
Today up to 20 percent of marketing budgets are used for digital measures in at least 64 percent of those polled, while over 25 percent of the companies even allocate more than 20 percent. The larger the company, the higher the share of digital marketing in the overall budget. In the ITC industry, which is exemplary when it comes to digital marketing, around 30 percent of the budgets were allocated to digital measures in the past year according to a Bitkom study, and thus took second place behind the trade fair / event budgets.
As part of the study, Dexperty and the market research firm INNOFACT AG in Düsseldorf, surveyed more than 600 marketing decision-makers in June 2015. 50 per cent of those surveyed were responsible for marketing and 50 per cent for IT in their companies.