Ipsos’s 2015 tracking study of marketing and agency professionals' digital activity is reported alongside the results of a 2015 survey of consumers’ use and engagement with digital media. The report offers digital marketing benchmarks across 14 tactical functions (broken out by marketer and agency-side responses), marketing spend shifts, and a view of evolving trends.
Summary of key trends:
- The Marketing community affirms that a digital presence is critical to the success of a business and that strong relationships can be built with customers online.
- More than at any point in the past, digital is seen to be paying off in terms of its effectiveness and at the same time, many of these initiatives find acceptance among the Canadian public.
- The spend sentiment away from traditional media and toward digital media continues at a steady pace and will likely continue to do so.
- Email marketing remains alive and healthy and far from being negatively impacted by CASL. CASL has provided fresh impetus to this space, forcing Marketers to focus their initiatives and put better process in place resulting in less clutter and improved effectiveness.
- Social network marketing continues to surge, reaching new heights in familiarity and usage each year.
- Mobile also continues to grow. Consumers are more accepting of the medium, but at the same time, the Marketing community continues to explore how best to use the form effectively to communicate with their audience.
- Over the past two years, we have seen an increase in reliance on agencies. Marketers are relying on agencies in areas that are more complex and require more expertise (online video marketing, online display, search, and mobile). At the same time, Marketers are taking some initiatives that require more control in house (email, social, customer facing websites and blogging/podcasting).