Articles

15.2.2011 Brands plan digital drive

Most major brand owners will enhance their digital activity this year, but concerns remain about establishing meaningful metrics. Trade body the Society of Digital Agencies and research firm AnswerLab surveyed 667 executivesfrom clients and agencies, alongside "technologists" within these organisations. In all, 80% of participants should heighten their output this year - including 26% plotting a "significant" improvement - while just 5% predicted adopting the opposite approach.

Social networks and related apps are set to be the primary target areas, generating 74%, beating "brand experiences", yielding 65%. Mobile, search optimisation and email garnered around 59%, advertising 56%, viral campaigns 47%, blogger outreach 40% and games 26%. Marketers put corporate websites as the premier individual investment priority, on 80%, and Facebook attained 76%, topping Twitter's 69%. Brand and product awareness were considered the key metrics, with 61%, lead generation scored 60%, web analytics reached 58%, dwell time hit 44%, and ROI from tracked sales posted 51%. Clickthrough rates secured 38%, page views registered 34% and cost-per-thousand obtained 20%.

B.L. 15.2.2011