CIM study finds chronic lack of innovation in mobile, digital marketing, despite increased investmen
Monday, 8 July 2013 00:10
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Few businesses creating cultures of innovation and experimentation, despite acknowledging opportunities and importance
London: Despite the rapid growth of the area and considerable increases in spending, few companies are fully committed to the pursuit of innovation in mobile marketing or social and digital media, according to The Chartered Institute of Marketing’s latest Social Media Benchmark. The research raises concerns that businesses are pouring cash into digital campaigns that are failing to break new ground or engage with an increasingly sophisticated audience.
While the research recorded a 45% increase in the number of companies investing in mobile marketing between 2012 and 2013, and 62% of businesses said that mobile is creating new growth opportunities, only 5% of organisations claim to be doing innovative work in these areas. 41% of those questioned admitted that they were ‘laggards’, only adopting new social and digital media techniques after they’d been widely adopted by others.
Further, fewer than one in five businesses (18%) have a structured, disciplined and outcome-focused approach to digital experimentation. Top-level support for the systems and cultures that create innovation is also lacking in 84% of organisations, and only 14% say that they’ve developed sophisticated tools which evaluate the financial performance of digital or social marketing campaigns.
This lack of cultural support for innovation and experimentation is reflected in the limited use of new tools and techniques. The study found that there has been no increase in the use of location-based services and augmented reality between 2012 and 2013, and more than a third of businesses haven’t yet optimised their main website for mobile users.
The study, which is based on the views of almost 1,000 UK marketers, also revealed a striking lack of corporate governance or oversight of the use of social media at work. Half (48%) of organisations said they didn’t have any guidelines or policies for the use of social media, and 60% of those who do have such policies admitted that they lacked detail.
Chartered Institute of Marketing, Associate Director Research and Insights Thomas Brown said:
“The lack of innovation and experimentation in these vital growth areas of mobile marketing and social media is striking, particularly when you consider technology adoption rates amongst customers and consumers. Most businesses recognise the commercial potential in mobile and social media, but nervousness about investing in these areas has the potential to stifle opportunity, without innovation, a commitment to experimentation and a structured approach to learning, businesses run the real risk of being left behind by their customers.
“Social and digital media are incredibly fast-moving, and consumers are savvy and demanding. UK brands and businesses need to experiment, test, measure and learn quickly if they’re to make the most of these opportunities and stay ahead of the competition.”
