Are you getting digital right?

Millward Brown Digital conducted a study of marketing executives to better understand the pain points preventing their teams from achieving marketing nirvana in an ever-evolving digital world. Read on to see how your brand stacks up.

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table accents Getting Digital Right Book

To learn more about how your brand can get digital right, contact us at digitalsolutions@millwardbrown.com.

ISLANDS WITHIN SILOS

Planning across consumer touchpoints is the foundation of a successful brand strategy. Only 20% of marketers surveyed reported high levels of planning and information sharing across marketing teams. Marketers need to equip themselves with the ability to incorporate holistic planning as a core element to successful brand strategy.

Islands Within Silos

Digital
Marketing
Silos

38% of organizations set digital marketing strategies in silos

41% of organizations have yet to centralize brand strategy planning

Brand
Marketing
Silos

ACHIEVING BEST IN CLASS MEDIA ALLOCATION

The cost of a disconnected view across touchpoints is suboptimal media allocation. The balance between spend on traditional and digital channels has and continues to be a pain point for marketers; only 19% of marketers surveyed were confident their organization had the optimal mix. Marketers need to continue to expand their channel measurement in order continue making informed allocation decisions.

Media Allocation Graph

EXPECTED MIX OF RESEARCH TOOLS IN THREE YEARS

To drive successful engagement, marketers need to stitch together profiles of consumers across media, devices, and purchase channels. Doing this is hard, and beyond the limits of the standard consumer insights toolbox - surveys, focus groups, and syndicated reports. 63% of marketers noted increases in use of behavioral data over the past three years and 81% expect continued increases over the next three.

Consumer Behavior Insights

Behavioral Clickstream Research & Attitudinal Survey Research

Audience Measurements

Marketing Mix Modeling

Brand Tracking

Creative Testing

Other

33%

29%

16%

11%

10%

1%