Study Reveals Widespread Digital Dysfunction Among Marketers

With digital advertising spending expected to reach a record $137.53 billion in 2014 – a number that represents an almost 15% increase over 2013, and a quarter of all paid media spending worldwide – a new survey of marketing decision makers seems to indicate that the only thing growing faster than digital marketing investment is marketers’ uncertainty about what they’re getting for their money.

According to the study, conducted by independent ad firm Domus, Inc. with Harris Interactive, 64% of marketers said that their companies suffer from “digital dysfunction,” defined as uncertainty about how to best integrate digital strategies into their marketing mix.

Specific areas of dysfunction highlighted in the study included:

• 91% of marketers surveyed believe their companies needs better methods to measure the business impact of digital marketing and social media.
• 84% or marketers surveyed said their companies need to achieve more with their digital marketing, including increasing a return on investment from social media.

“In order to remain valuable and relevant, agencies must help clients understand how to integrate and utilize digital marketing to build the bottom line,” says Betty Tuppeny, CEO of Domus, Inc., which counts global brands among its clients.

The revelation of wide-spread digital dysfunction at the enterprise level was the most significant finding of the Domus study, which was the inaugural report of what will be an annual assessment of unmet client needs. The survey was conducted online in January 2014 among 155 full-time employees working at the director level or higher at companies with annual revenue of $250 million or more who have at least some decision-making responsibilities for marketing or advertising at their company. The full report can be downloaded here.

Amy Whilldin

215-772-2162 desk / 215-341-1208 cell

awhilldin@domusinc.com

For more than 20 years, Philadelphia-based Domus, Inc. has been an industry-leading marketing communications services and solutions agency serving clients throughout North America and the global marketplace. Domus’ distinctive business model combines core, in-house strategy and account teams together with a nationwide network of specialized talent across a broad spectrum of clients and categories, including: Merck, Diageo, DuPont, AIG, Pixi Lighting, The Residences at The Ritz-Carlton/Philadelphia, and OKI Data Americas; and technology, packaged goods, home furnishings, healthcare marketing, hospitality, tourism and gaming.

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