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Groundhog Day for under-resourced marketers?

5th Nov 2015
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UK companies are not investing heavily enough in digital marketing, according to Marin Software’s second annual industry census of 200 digital marketing managers.

Last year’s census highlighted that marketers were struggling to keep a lid on the rate of change in digital marketing, and that more resources were required in order to satisfy growing requirements in digital.

And this year’s study will appear familiar, with the discipline as a whole has shown little sign of improvement and 61% of respondents stating more money should be shifted from offline marketing to digital marketing, up 27% from 2014.

Just 35% think their organisation currently has the right balance between on and offline spend, while 39% of respondents felt they were yet to fully understand what digital marketing comprised, with 62% of respondents claiming their senior leaders didn’t allocate sufficient resources to digital.

This is despite spend on digital marketing set to consume around 50% of total advertising budgets in the UK in 2015, and an estimated 40% to 60% of global digital spend being wasted due to a lack of understanding around the topic.

John McNulty, head of global marketing for Marin Software, said, “This year’s census paints a picture of digital marketers feeling frustrated by a spending gap. Whilst overall digital marketing spend has risen significantly, it appears that many companies are still not giving their digital teams the resources they require.

“The proliferation of new digital channels and devices has also left the industry racing to catch up in terms of cross-department integration and the acquisition of technical skills, especially around mobile, to drive cross-channel campaigns.

The census asked digital marketers to rank their role based on the tasks deemed most important to them, with the following coming out on top:

  1. Creating campaigns based on deeper understanding of audiences (up one place from 2014)
  2. Effective scaling of campaigns across social media channels (new entry in the top five)
  3. Cross-channel digital marketing (up two places from last year)
  4. Better integrating of our online and offline marketing efforts (new entry in the top five)
  5. Better integrating of our digital marketing disciplines (down one place)  

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