Survey: Digital marketing in Canada
By Adnews Staff
The Canadian Marketing Association has released the results of a survey about digital marketing in Canada. The study, conducted by Ipsos Reid, found that 39% of responding marketers believe that spending on television will decrease over the next two years, while 65% indicated that their senior management is very interested in digital marketing. According to the survey, some forms of digital marketing, including email, online, search engine marketing and consumer websites, are now considered part of traditional marketing. Others methods, such as social network marketing, blogging, podcasting, in-store digital media, online video and mobile marketing, are considered less familiar. "Over the past three years, we have seen familiarity and usage of most aspects of digital marketing increase," said Steve Levy, president of Ipsos Reid Toronto. "Blogging, podcasting, mobile marketing, and viral marketing have remained flat over the past two years. This is possibly driven by an increasingly more sophisticated and tech-oriented environment." Where marketers are hesitant to spend money on digital marketing, 12% indicated that they were just beginning to consider their options, while 12% cited uncertainty about the effectiveness of digital marketing.