Dave Chaffey at Smart Insights has just released a new UK digital marketing report. It’s a good read with some surprising findings. Here are my picks of the most interesting UK digital marketing statistics for 2015.
- Fewer than 20% of marketers rate their digital communications at an Advanced level. Are we being modest, or do we still have a lot to learn?
- Only 24% of companies are happy with their level of integration of digital marketing and traditional communications. At least we know what we ought to be doing.
- The only truly frightening statistic is that 45% of companies don’t have a clearly defined marketing strategy. This suggests there are a lot of wasted pounds being spent by marketing teams.
- 51% of marketers rate email marketing as their most effective channel, followed by SEO (45%) and Adwords (34%). No surprise here, given that these are the most established and easiest activities from which to determine ROI.
- 33% of marketers say that organic use of social media drives “significant volumes of leads and sales at an acceptable cost per acquisition (CPA)”, which seems quite high given how social media isn’t really about driving leads or sales.
- Only 21% believe that paid social media is effective for driving leads and sales, which sounds like a more sensible finding.
- Thankfully, companies are now investing in digital specialists: 28% of marketing roles are held by digital marketing specialists. This is something I bang on about an awful lot, so I’m glad it’s happening.
- The more technical digital activities remain the most outsourced: paid search (23%) display advertising (21%) and SEO (20%), while the more content-oriented activities – e.g. email (71%) and social media marketing (70%) – are generally managed in-house.
- Measurement remains horribly under-resourced. 53% of organisations say insufficient time has been invested in measurement, testing and optimisation for maximising ROI.
- 59% plan to increase investment in email marketing in 2015, while 53% plan to spend more on organic social media. That’s more than SEO (51%) or paid search (48%) – which is surprising given how, elsewhere in the report, it’s very evident how few marketers are convinced about the ROI of social media.
- In terms of content marketing strategies, while blogging, infographics, white papers, webinars and mobile content are on the up, everyone but everyone is planning to invest in videos in 2015. You heard it here first. Well… you also heard it here.
You can download the full report, entitled Managing Digital Marketing in 2015, from Smart Insights. You may also be interested in our new white paper, Integrating Email and Social Media Marketing, which features a wealth of tips for combining these two powerful marketing channels.