Here at Alternatives Digital we consistently ask senior budget holders commercial questions to help us understand our market. What they are prioritising their spend on and their focus. It help us keep a handle on the types of skills that are in demand and that will soon be more popular. As spring has arrived and we are all looking at our plans with a fresh pair of eyes I thought it would be a good idea to share some of the topline insights from our recent survery.
The survey is with senior business managers and we speak with them twice a year. These are our key clients and they represent the blue-chip brands who command multi-million euro marketing budgets. As we all increasingly incorporate digital channels into our marketing and communications plans it is nice to know what your peers are doing and what trends are emerging. If you are in the process of redoubling your commitment to delivering better cost per acquisition and better ROI for your spend it is useful to know where the consensus on achieving this is heading.
A hundred senior budget holders were asked the pertinent questions with a digital focus and we hope that sharing them with you will be instructive for your own thinking and plans.
First things first, marketing leaders will continue to focus and spend on multiple channels, there is no one area completely dominating focus. We should note that the most selected area of focus for 2013 is digital.
However, what is really interesting is the overwhelming response when the budget holders were asked what areas of spend will stay the same, decrease or increase in 2013. The clear winner is digital, in fact no other channel increased, with the other mostly remaining static or decreasing.
We should counsel a little caution here. The final two insights point to above the line (ATL) advertising still maintaining the largest amount of spend but digital representing a healthy 10-35% of total budget spent for 64% of respondents.
And the percentage split of budget being spent on digital committed to?
So as you take a second look at your plans and priorities for 2013, or perhaps as you embark on H2 planning, bear in mind the continued rise in investment and focus on digital channels from your peers and feel free to get in touch with Edward to discuss your talent or consulting needs to address these opportunities in digital.
Edward Conmy is the Director of Alternatives Digital Recruitment, the digital strategy, sales and marketing jobs arm of Alternatives Group, and can be reached @topdigitaljobs or on (01) 661 8889.
