Nearly half of marketers plan to boost their investments in digital channels this year, according to a new report from Forrester Research.
The survey of 89 business-to-consumer marketers found that, despite the higher investments, 43% of respondents said they are still experimenting with digital marketing and do not yet know what works.
While nearly all of the survey’s respondents agreed that digital will play a significantly more important role in their marketing strategy, the study’s findings suggest that it’s the execution of the digital strategy falls short.
About 53% of respondents said their approach to digital marketing is more tactical and reactive than strategic.
And only 43% said their marketing team is “extremely successful” in developing and executive digital advertising programs.
Source: Paul W. Swansen Facebook
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