95% of UK marketers will increase digital marketing spend in 2013, with 71% using digital for building brand awareness, according to new research.
The study, from Martini Media run in conjunction with iMedia UK, surveyed 226 marketing professionals, including both brand advertisers (43%) and agencies (57%).
The survey aimed to determine where brands are prioritizing marketing efforts in 2013 and beyond — particularly those marketers targeting affluent consumers.
Key findings include:
• 95% will increase their digital marketing spend in 2013
• 84% agree they can research consumers by aggregating niche sites to target their ideal audience
• 75% of marketers believe high impact ads can breakthrough as much as TV and print
• 71% use digital for building brand awareness
• 63% will increase social media efforts
• 48% of total budget will go to digital
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Nearly half the marketers surveyed represented a product or service geared to high net-worth audiences.
Of these marketers, 69% were focused on targeting general consumers, 43% on high-income consumers, another 43% business decision makers and 32% were targeting CEOs or other executives.
Those brands that identified themselves as targeting high-income consumers anticipate spending more than twice as much on video and nearly twice as much on rich media, compared to mass-market brands.
“Our UK study revealed results that are right in line with what we’re seeing at Martini — luxury brands need a big, beautiful canvas to showcase their products and they’re turning to digital as the medium for delivering these highly engaging ads,” said Skip Brand, Martini Media’s CEO. “As digital investments increase, it’s clear that standard display just isn’t cutting it. We can expect to see standard display spending continue to decrease as brands turn to rich media, social, video and mobile to effectively connect with their audience.”
According to recent research from Forrester, Britons will lead innovation in brand marketing, particularly since many marketers have display advertising in excess of EUR 1 million. UK marketers are also more concerned about brand awareness than other marketers in Europe, and as a result “favor opportunities for reach and interactivity.”
This is consistent with findings in Martini Media’s study. While traditional DR objectives like customer acquisition remain a top priority for nearly three-quarters of the marketers surveyed, branding efforts are close behind. Building positive brand association (71%) and building awareness of specific products/services (60%) are key goals trying to be achieved through digital marketing initiatives.
“Brands across the board see the value of digital, not just as a direct response mechanism but as a brand building tool,” said James Drake-Brockman, Head of EMEA – Digital Marketing, DMG. “The fact that 71% of respondents use it for this purpose shows the continuing shift in attitudes of advertisers and agencies, which ties in with the increase in platforms and opportunities available for them to target consumers. It’s clear the market is continuing to grow in strength and importance with nearly all respondents expecting to increase their digital marketing spend in 2013.”
