The UK digital marketing industry needs to be more clear in how it markets itself if it is to make the most of the growing appetite for UK business investment in online and digital marketing according to independent research* commissioned ahead of this year’s ad:tech London.
The research of over 900 visitors to last year’s show reveals that nearly half of respondents (48 per cent) expected to assign over thirty percent of their budget to digital marketing over the next twelve months, an increase of nine per cent since last year. The biggest reason for this level of investment was the fact that for over two thirds of respondents (62 per cent) believed online marketing delivered greater ROI than offline marketing channels.
The research also demonstrates the need for greater clarity in the way digital marketers position their services, Christophe Asselin, group marketing and content director for ad:tech explains, “There are clearly opportunities for marketers to capitalise on the increasing investment by UK businesses in online marketing however this needs to be allied with an understanding of business needs, not marketing jargon.
The language barrier has created a fracture between traditional and online marketing and has generated frustrations amongst many marketers integrating online within their current marketing strategy. The research shows the demand for tangible impact upon business growth and as an industry we need to understand that discussions about digital marketing need to first and foremost address business goals.”
“It is important that digital marketing approaches challenges by first understanding what needs to be achieved before considering how these objectives can be met. Many marketing strategies have been led by technological capabilities while business sense has been forgoten. This year’s conference programme is a real road map to help marketers and decision makers to re-align digital opportunities with their business goals.”
Taking place on the 22nd-23rd September at Olympia, the conference and exhibition has become established as the largest gathering of the digital marketing industry in the UK (www.ad-techlondon.co.uk). This year’s conference programme includes the following speakers and discussions;
• Rory Sutherland, Chairman, Ogilvy UK and President of the IPA - In his first address as new President of the IPA, Rory will address how the body intends to regulate online advertising
• Alex Hunter, Head of Online Marketing, Virgin Group – Alex will be discussing why brands should actually give a damn about their customers
• Richard Titus, CEO, Associated Northcliffe Digital – The former controller of BBC audio and music interactive and BBC mobile will discuss how Northcliffe Digital will be adapting to improve the digital experience across The Daily Mail Online
• Thomas Gensemer, Managing Partner, Blue State Digital – A year on from the 2008 US election, one of its key architects will discuss what British parties and brands can learn from Barak Obama’s online success
• Jacek Utko, Design Director, Bonnier Business Press CEE – Will be addressing the issue of the digital impact on media consumption and how design (not just the appearance) can save newspapers
• Jane Nicholson, Regional Director, Tourism Queensland - will showcase the best PR campaign of the year leveraging social media: "Best job in the world" campaign to find a caretaker for an Australian paradise island
Mobile Marketing & Video Advertising Key to Growth
The research also demonstrated that this year was likely to see increased investment particularly in mobile and online video. Investment in mobile marketing was expected to more than double this year with 37 per cent of marketers claiming it would be an area of investment. Similarly Video Advertising was likely to see a 15 per cent increase in investment.
To reflect this growing interest in mobile marketing, the show is, for the first time, hosting the Mobile Marketing Show. This new feature aims to bring together the UK's key agency buyers, brand marketers and mobile marketing vendors to discuss how businesses can more effectively use mobile apps and direct response strategies.
Asselin added, “Mobile marketing is an area that is seeing huge growth at the moment but this is twinned with uncertainty and a lack of understanding amongst many marketers of how it can be used.
Earlier this year ABI Research estimated that, as new platforms for ad-supported mobile search, video and gaming content services arrive; mobile marketing is expected to grow over $24bn worldwide in 2013 from just $1.8bn in 2007. This section of the show will provide practical advice on what options are available to marketers who are looking to harness the power of mobile marketing.”
In addition, across the two day exhibition more than 120 seminars have been streamed into topic driven areas covering: insight and research, Marketing Integration and Campaign Strategy, Ad-networks, Email Marketing, Online Video, Social Media, Targeting, Search, Web analytics and Mobile Marketing. Sessions have been designed to provide practical advice drawing on the lessons from campaign case studies from brands including Coca Cola, COI, Kuoni, and Unilever.
For the fourth year running the show will also feature the Google University offering marketers beginner and advanced classes on how tools such as Google AdWords can help businesses. The show is set to see over 200 marketing service providers exhibiting from across the digital marketing spectrum.
The full seminar and conference programme can be viewed at: www.ad-techlondon.co.uk
*Vivid Interface conducted visitor research on-line with attendees and non-attendees to ad-tech 2008. The research was conducted during October 2008. 982 visitor surveys were completed. This equates to 14% of the total attendance**: 7,134 Including 5,718 total visitor attendance (registered) 1,416 other attendance.
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