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Follow on Google News |  Make Digital Marketing A Strategic Priority: Key Finding Of New Study From Infosys And EBGReport reveals organizations focused on digital governance, new organizational structures and talent management
By: Infosys Limited The study of around 100 digital marketing executives also found that digital marketing in France is driving a more sophisticated approach to customer relationship management, with segmentation of different communities being used to drive targeted campaigns. Key findings of the study include: Strategic Management 93% of companies surveyed have already integrated their e-marketing strategy into their business strategy and, 89% of brands surveyed have an e-commerce platform In the last two years, online marketing budgets have increased by 8%, compared to a 6% reduction in offline marketing Organizational Design In over half (56%) of the companies surveyed the marketing function reports directly to the CEO Over two thirds (67%) have appointed a digital marketing executive Customer Relationship Management 85% of companies have implemented some kind of customer segmentation activity Analytics tools to provide a complete 360-degree view of the customer are planned for many industries; currently the lowest level of adoption is in the banking and insurance sector Currently, 53% of companies manage social media communities while a third are currently looking to address this Multi-Channel Some two-thirds of companies surveyed are already equipped with tools to manage campaigns across multiple channels. Multi-channel marketing varies significantly by industry, with only 29% of banking and insurance companies having a multi-channel strategy compared to 86% of companies in services, leisure, tourism and hospitality Recruitment Around half of the companies surveyed recruited people into their digital teams in the last year, with many looking to continue recruitment in the coming year HR policies are being introduced to retain and motivate these staff, with many companies concerned about losing strategically important people Quotes from survey participants: Rémy Merckx, Vice-President Sales & Distribution, Accor: “General management's sponsorship of digital technology is an incredible strength, particularly in terms of image vis-à-vis the teams .” Stéphane Charbonneau, Head of Digital and Business Solutions at Europ Assistance: “Digital technology is not just a simple e-commerce sales channel, but a medium in its own right that must be a prominent part of the company's strategy .” Julien Zakoian, Marketing Director Europe of Vente-privee.com: “The increase in digital and mobile media is moving sales away from a store-centric model – which involves doing everything possible to bring customers in-store and seduce them – to a consumer-centric ecosystem. The consumer is now at the centre of the media relationship with the brand or company.” Benoît Torloting, Director of Réseau Clubs Bouygues Télécom: “The digital function must be grasped from above. If it is too diluted, it cannot emerge in the company. A happy medium must be found between the need to have a very specific centre of expertise and knowledge, and the need to bring together these skills to make them work cross-functionally with the other departments.” Sophier Heller, Vice-President Marketing and Communications France, ING Direct: “Integrating digital technology into an overall strategy by setting specific targets and consistent KPIs is one of the key success factors.” Supporting Resources Explore the study (http://www.infosys.com/ Blog posts Diageo case study (http://www.infosys.com/ For more details visit: http://www.infosys.com/ For Further information please contact: EMEA Paul De Lara Infosys Ltd., United Kingdom Phone: +44 2075162748 Paul_deLara@ Americas Danielle D'Angelo Infosys Ltd., United States Phone: +1 510 859 5783 Danielle_Dangelo@ Asia Pacific Abhijith Karthikeya D Infosys Ltd., India Phone: +91 80 41563373 Abhijith_Damodar@ Australia Cristin Balog Infosys Ltd., Australia Phone: +61 3 9860 2277 Cristin_Balog@ End
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