The marketing landscape is beginning to change: companies are shifting the full range of marketing activities (from building awareness to after-sales service) to online media, in which marketing areas online tools are important, how marketers use these tools, and which business plans are Online tools for more investment. In a word, online tools are an important and effective part of a company's marketing strategy. Looking at the history of the Internet, people’s expectations of “changing everything†have been high. However, compared to the importance of digital tools, companies are not using digital tools (from well-known e-mail and information sites to emerging media tools such as wikis and virtual worlds). The lack of capacity of companies and their agents is an important reason. In addition, there are some frequently mentioned concerns, such as the lack of meaningful indicators.
The company contacts customers through the network throughout the decision-making process. Most customers search for new products or services online, and one-third of customers buy goods online. 10% or more of corporate sales come from online channels. This seems to be driving companies to plan spending plans for future online marketing (at least in some areas). In addition to mature online tools such as email, informational websites, and display advertising, there is a strong interest in interactive collaboration technologies (collectively, Web 2.0 Technology 2) for advertising, product development, and customer service.
In four of the five major marketing areas, listed companies use more digital tools. Online tools are at least important to the business. At least two-thirds of companies are using these online tools in all of the more important areas. However, there are very few companies that often use these online tools. In fact, it means that their companies often use online tools much less than the number of companies that consider these tools to be very important or extremely important. The importance of online tools varies from industry to industry. Most high-tech industries consider online advertising to be very important or extremely important, while in the manufacturing industry this attitude is less.
There are two other possible reasons for the relatively low usage of online tools: one is the lack of ability to manage these tools, and the other is the level of unequal access to high-speed Internet access (which many online tools have). There are also companies that use online tools in all five functions of marketing. These companies are more likely to belong to the high-tech industry, and the possibility of belonging to the manufacturing industry is significantly smaller. Companies that regularly use online tools are more likely to be listed companies with annual revenues of more than $30 billion. Surprisingly, it is also more likely that online tools are extremely important to their full range of marketing activities and are often more likely to use more sophisticated technologies.
Online tools are currently used for more services and are used for less pricing. Web-based sales and services are early applications of the Internet in the marketing arena. Some methods, such as providing service information on a website, interacting with customers via email, and trading on a corporate website, have been widely used. Most companies focus on sales and services on their own websites, but others are trying to enter a wider range of applications. For example, some high-tech industries say they are using virtual worlds for sales trials. Companies that use digital tools throughout the marketing are more likely than others to use more sophisticated online service tools. 42% of companies offer “click to call†services, and more than 25% of companies provide text conversations with service personnel, while other companies provide only 18% of these services. The flexibility and personalization that the network provides seems to make pricing an even more logical area for companies to move to online marketing. However, corporate actions in this area have been slower than in other marketing areas. Most companies believe that online tools are not particularly important for pricing.
Expenditure on digital advertising appears to have increased substantially. In the companies that are already doing online advertising, the investment in online advertising has exceeded their advertising budget. Most advertising budgets will be used for online advertising. Only a few people use digital advertising tools (from email to blogs). The proportion of advertising expenditures currently allocated to each online medium is basically the same as its usage.
Companies that regularly use online marketing tools for a full range of marketing activities are also more active in using a full range of online advertising media: they are more likely to use each online medium than companies that use less online tools, and especially May use more video ads, title sponsorships, blogs, and social networks.
Online media is more efficient than traditional media. Interestingly, in the future, it is more likely to increase investment in search advertising and video advertising, while display advertising and email are among the less likely to increase investment. Businesses use online advertising to launch online and offline marketing campaigns. Companies that regularly use online tools for all marketing purposes are twice as likely to do this integrated marketing as other companies (59% do). As the use of digital tools increases, this combination of online and offline marketing campaigns may also increase.
Later, it is worth noting that there is a frequently mentioned obstacle: the lack of indicators to measure impact is contrary to common sense, because easily measuring return on investment is one of the key selling points of many online media. It is particularly noteworthy that companies that are doing online advertising believe that the lack of metrics is a barrier, far higher than the proportion of companies that share the same views in companies that have not yet done so. On the other hand, it is worth noting that some common concerns (such as the belief that doing online advertising can put a company's brand at risk) do not seem to worry most companies.
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