Businesses fail to make the most of digital media

01 September, 2008

A recent article from Precision Marketing explains how most businesses are failing to make the most of digital media.

"Digital media accounts for nearly 50 per cent of daily media consumption and is the preferred medium for receiving marketing messages, according to a new report.

UK brands are still failing to monetise their digital media strategies and campaigns are often in direct competition with traditional print or TV advertising campaigns, a new study by analyst Redshift Research reveals.

The research shows while consumers are interested in accessing more services from organisations on their mobile phones, businesses are failing to make the most of digital opportunities. 66% of organisations recognise that consumers are less receptive to traditional advertising and 76 per cent of marketers feel that Internet advertising is more effective than both TV and print. Only just over 20 per cent of brands feel traditional media is more important.

87 per cent of media companies believe digital media is more important than traditional media and over 80 per cent of media companies feel that SMS and email is more effective than the traditional channels.

Over 60 per cent of companies collect data and analyse traditional and digital media campaigns in separate systems, making them unable to gain a full view into any cross media campaigns' performance. However, 60 per cent of companies think it would be very or extremely useful to have one single CRM database combining traditional and digital media campaigns.

The study also shows 40 per cent of companies cite budgets as the main barrier for using digital media more frequently, while 23 per cent cite lack of experience as the main barrier. "

BGD's MD, Charles Darley said, "This article shows not only that a lot of businesses need a good digital consultancy, like BGD Group, to help them get over their lack of experience but also the future and growing importance of digital media in the UK. It also highlights the increasing value of using an agency such as BGD Group, that can not only deliver integrated digital and direct advertising campaigns but also capture and analyse the consumer data in a single customer database."

If you would like to see how BGD has delivered for other companies large & small and how we can assist you with your digital or integrated marketing and advertising, please feel free to drop us a quick email at info@bgd-group.co.uk or call us on  0207 060 1033 .