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How Companies
are Marketing Online
A survey of marketers from around the world shows where online tools are
most important, how they’re being used, and on which ones companies plan to
spend more.
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A McKinsey global survey of marketers shows that companies are using digital
tools—from Web sites to wikis—most extensively for
customer service, least
in pricing. Two-thirds are using digital tools for product development,
almost as many as are advertising online.
* Respondents consider online ads to be as useful for brand building as for
direct response. Spending is expected to increase on all types of
online
advertising vehicles over the next three years.
* In 2010 just over half of all respondents expect their companies to be
getting 10 percent or more of their sales from online channels—twice as many
companies as have hit that mark today. And 11 percent expect to be spending
a majority of their advertising budgets online by then.
* Most companies today don’t integrate their online and offline
marketing
efforts; companies that use online tools across the full spectrum of
marketing activities are much more likely to do so.
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