Jargon preventing increased online marketing spend

DIGITAL marketing in the UK 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 event in London.

The research revealed that nearly half of respondents (48 per cent) expected to assign over thirty per cent 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 said: "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 forgotten. 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."

Commenting on the growth in Mobile Marketing, 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."

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