Only 35% of companies have a web adapted to mobile environment
Internet is among advertisers as the second half of digital investment priorities. investment between the different digital channels, which was very focused on display (which falls from 41% to 31% of the digital investment by advertisers) diversifies.
Advertisers are taken seriously digitization and advance the development of the Internet as a communication channel and sales with the user, although the mobile commerce and some technical aspects and metrics are still a pending issue to improve performance.
This is the photo of electronic commerce in the vicinity of the main advertisers of our country that draws the second edition of “digital Barometer”, a study to determine the degree of penetration of Internet and new technologies in companies prepared by the ISDI (Higher Institute for Internet Development) in collaboration with the AEA.
The main conclusions of this Barometer, conducted between companies food and beverage, finance, telecommunications, Internet, energy, beauty, health, automotive, textile, household, distribution, catering, sports, leisure time, 58% of them more than 500 employees and 73% international, presented a picture of the reality of marketing online based on the following premises:
Status of the departments responsible for the digital management: 90% of companies already has a dedicated team for this function, although organizing them is very uneven within companies: some companies called Online, in other Marketing digital, in other depends on Marketing or Communication. Over 50% of them have less seniority in the company of five years, which shows the great progress that this market has been in business. A very important finding is that 48% report directly to the general direction, although it is lower than last year (59%) percentage.
Objectives: The main objectives of the channel online still quite aligned with the marketing that is done in traditional channels; brand building (33%) and attracting customers to physical stores (25%), remain priority along with attracting new customers (14%). Shares online also pursue a majority of brand building (33%). However, the digital marketing provides significant nuances like that uptake of digital customers search the web rather than physical stores (20 versus 10%) and to begin to take advantage of other features of the Network as use to inform about new products (10%) and customer loyalty (15%).
Investment: The channel now stands as the second recipient of investment, with 13% share and behind only television, which continues to hold the largest share: 52%. Other items (newspapers, magazines, billboards, etc) do not exceed rates of 8%. What has undergone a major shift is the destination marketing investments online : falling investment in campaigns display , banners or rich media (41% last year to the current 31%), and scale positions investment in networks social which already represents a market share of 15%, while SEM (search engine positioning payment) and SEO (search engine optimization) figures remain very similar to last year with 18% and 10%.
Using social networks: the penetration of social networks among advertisers increases up to 98%, although only 80% of this figure keeps updated presence. Advertisers mainly use social networks to improve communication with the user and manage brand reputation. However, it is not being used as a means to increase sales.
Among the social networks in which companies are present, Facebook is still the preferred channel, increasing its share to 88%; YouTube remains second choice (76%), Twitter lower his average to 64% but remains third, Tuenti conquest to 39% and 12% LinkedIn. A curious fact that Google+ was hardly present in the previous study, growing to achieve a 18% penetration.
Optimization for the search: more than half of the websites of advertisers take good note on the parameters related to best practices for good rankings by Google spiders. The page Rank (indicator that determines the relevance of a website for the search) between 4 and 7, with the average between 5 and 6.
Challenges for 2016: adapting to the mobile web is the great challenge faced by companies facing immediate future. Although the numbers of mobile penetration among consumers are overwhelming (8 of 10 people own a mobile device and 35% of sales retail Internet are made through them), only 35% of companies have a web adapted to mobile environment.
Technical data: the report analyzes up to 60 more technical parameters to assess the quality of the Internet presence of the companies. Among the most significant shortcomings that hinder the development of an effective e – commerce include:
- 80% of the websites is not an appropriate strategy for updating content.
- 51% only uses one language.
- 18% have opted for advanced communication with the client and the “click to call” (call from the company to a user interested).
- Means of payment offline dominate on the means of most innovative payment: credit card is imposed in 75% of cases.
Training: the relevance of the Internet channel in the marketing plans of companies has not been taken, however, to training. 90% of companies dedicated to this kind of knowledge a very small percentage of their budgets. Only 10% of companies granted sufficient importance to the disciplines of digital marketing.
According Nacho Pinedo, CEO of ISDI, “The study shows that major advertisers in our country are clear about the importance of the Internet for their brands and are reorienting the strategy of their companies in this direction. Advertisers have evolved from a use of internet only as an advertising tool to gradually incorporate new digital dimensions such as electronic commerce, interaction with communities, customer relationship and content generation. Right now the greatest opportunity for improvement is in the adaptation of all digital strategies to the small screen Mobile, which is undoubtedly the key interface for the coming years.