Digital marketing industry needs greater clarity

The UK digital marketing industry needs to be more clear in how it markets itself according to independent research commissioned ahead of this year’s ad:tech London.

 The research, which comes from Mobile Marketing Magazine, was conducted among over 900 visitors to last year’s ad:tech show. It reveals that nearly 48% of marketers expected to assign over 30% of their budget to digital marketing over the next 12 months, an increase of 9% since last year.

 The biggest reason for this level of investment was the fact that for over two thirds of respondents (62%) believed that online marketing delivered greater ROI than offline marketing channels.

 The research also demonstrates the need for greater clarity in the way digital marketers position their services.

 Christophe Asselin, group marketing and content director for ad:tech, said that he believes “many marketing strategies have been led by technological capabilities, while business sense has been forgotten”.

 There are clearly opportunities for marketers to capitalise on the increasing investment by UK businesses in online marketing, however this needs to be allied with an understanding of business needs, not marketing jargon, according to Asselin.

 The language barrier has created a fracture between traditional and online marketing and has generated frustrations amongst many marketers integrating online within their current marketing strategy.

 The research reveals that the demand for tangible impact upon business growth, marketers need to understand that discussions about digital marketing must address business goals.

 The research also found that this year was likely to see increased investment in mobile. Investment in mobile marketing was expected by 37% of marketers to more than double this year.

 To reflect this growing interest in mobile marketing, this year’s ad:tech show, which takes place from 22 – 23 September at Olympia, London, will, for the first time, host the Mobile Marketing Show.

 Earlier this year, ABI Research estimated that, as new platforms for ad-supported mobile search, video and gaming content services arrive, mobile marketing is expected to grow to over $24 billion (£14.6 billion) worldwide in 2013, from just $1.8 billion in 2007.

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