Demand Metric Research is revisiting the digital marketing landscape by looking in detail at the power of digital experiences in 2014. For 2014, most marketers actually rate the creation of digital experiences as major priorities by rating these as high or very high marketing priority. There is also a close correlation between the creation of digital experiences and revenue growth. Interestingly, the sophistication of digital experiences is also directly linked to the overall effect on brand perception. Another finding of the executive summary states that all approaches to digital experience creation can drive brand perception. However, the most effective approaches are responsive design and content targeting (Demand Metric Research 2013).
Overall, the majority of study participants state that less than half of their budgets are spend on digital marketing. This seems fairly low, especially with regards to the fact that digital marketing is a substantial part of today’s efforts of marketing and also with regards to increasing revenue. In general, most study participants agree that digital marketing budget goes further than a traditional marketing budget. Although allocations for different marketing purposes differ, this is not an implication with regards to the overall impact of these marketing budgets for the overall success of an organisation.
With regards to the digital experience creation, most study participants see it as a high to moderate priority. In today’s digital era, marketers need to create rich, compelling digital experiences which is considered a priority by many organisations. It was proven in the study that there is a strong correlation between high priorities with regards to creating digital experiences and revenue growth. This is very interesting but was also expected. When determining the marketing priorities for 2014, marketers cannot ignore the importance and relationship of experience creation and revenue growth.
Currently, web browsers are still strong leaders with regards to overall digital experiences. However, all relationships between platforms on which digital experiences are found and brand perception impacts are significant. This means that the choice of platform can in fact influence the overall brand perception. Marketers should therefore see on which platforms key target audiences can be found in order to target them most effectively.
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