Survey on digital marketing in Finnish companies
According to an interview survey conducted by Digiteam, Finnish companies invest a moderately good share of their marketing budget in digital marketing, but there is much room for improvement in the quality of digital marketing.
Digiteam conducted a survey on the current state of digital marketing in Finnish companies. For the study, 70 marketing managers of Finnish companies were interviewed. The aim of the survey was to find out how well companies use websites, analytics and advertising in their business.
The results of the survey highlighted the shortcomings in digital marketing skills across the board, especially in measuring marketing results and in the use of analytics.
Main areas for improvement in skills and analytics
The following three areas of development emerged from the digital marketing of businesses.
The first point to emerge was substantive digital marketing skills. Marketing managers should be better able to judge when the job is done well, who to buy from, what I can demand from a digital agency, what the salesperson is talking about and what really has value.
The second development was developing the use of analytics. In a significant proportion of companies, analytics are used to a very limited extent, or not at all. Analytics is critical to building a complete picture and assessing results.
The third to emerge was understanding the big picture of digital marketing, which is largely due to the previous two. Companies do not have a clear picture of what aspects of digital marketing are relevant to the development of their own company's sales and what they should invest in. Many companies under-invest because of a lack of understanding of the benefits and potential of digital marketing, poor experiences of doing the wrong things or poorly implemented digital marketing activities.
"The results of the survey supported our understanding of the current state of digital marketing quite accurately. However, we wanted to confirm this in order to better understand the situation for companies. From the point of view of a marketing manager and a service buyer, the situation is problematic: if I don't know what I don't know, how can I ask the right questions and who can I trust for expertise?", says Antti Kärki, CEO of Digiteam, who led the research project.
Antti Kärki
Good digital marketing since 2003, but the humour gets worse every year. All in one package! Antti takes a broad view of marketing through the eyes of the client, the agency and the web analyst, but he is also keen to tackle individual issues. Antti's texts occasionally seek a little wake-up call, as the digital marketing industry has a lot of room for improvement.
