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Independent Study Finds an Emphasis on Emerging Channels of Mobile & Social and Increasing Need for Multi-Channel Digital Marketing Measurement

09/22/2011 | Portland, OR

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Webtrends, the global leader in unified mobile, social and web analytics and engagement, today announced the results of a new commissioned study conducted by Forrester Consulting on behalf of Webtrends examining the effect that the explosion of new devices, emerging technologies and the fragmentation of digital marketing channels is having on marketers and digital marketing strategies.

The results of this study will be reviewed in a webinar hosted by Webtrends and featuring Forrester Research, Inc. Senior Analyst Joe Stanhope today, September 22, 2011 at 9:30 a.m. U.S. Pacific / 4:30 p.m. GMT. Visitors can access the webinar for free at http://www.brighttalk.com/channel/6677. Beginning Friday, September 23, interested parties can find a copy of the study at http://webtrends.com/expertise/guides/ under the title, “The Implications of the Splinternet and the Future of Web Analytics.”

The research, conducted in May 2011 with 210 global senior level digital marketers across industries in the U.S. and Europe, found that many marketers are struggling with the fragmentation of technology standards and customer touch-points across digital platforms and devices.

The research yielded three key findings:

• The Splinternet disrupts the marketing landscape. Technology and channel fragmentation are a very real phenomenon; marketers know that adapting to a multichannel environment is critical and are racing to understand the impact of the Splinternet.
  • 85% of respondents “Completely or Strongly Agree” that: “To serve today’s customers, we have to improve our multichannel capabilities.”
• Marketing strategies need a reboot. Firms must take a fresh look at their foundational strategies to evaluate how they will create mutually beneficial relationships with customers in light of new channels, technologies, and the expectations of sophisticated consumers.
  • A survey question asked, “As media fragmentation occurs, what skills do you predict will be most critical to your marketing organization over the next five years?”
  • The top response, with 50% of respondents ranking it most important: Strategy.
  • Second, with 28% ranking it most or second most important: Campaign Planning.
• Multichannel success requires mastery of multiple disciplines. Firms must take a multidisciplinary approach to harnessing the opportunities presented by the Splinternet. Technology, organization, process, and measurement are all interrelated contributors to a marketing organization’s effectiveness.
  • 84% of respondents “Completely or Strongly Agree” that: “We will drive more sales and profit by becoming a multichannel company.”

“Clearly, as the results of this research demonstrate, future success in interactive marketing is inextricably linked to effective measurement across digital channels,” said Steve Earl, Director Product Marketing, Analytics for Webtrends. “As a foundation of their digital marketing efforts, and in order to make sense out of the chaos of the “Splinternet,” companies should begin with unified digital analytics strategies and solutions in mind. Otherwise, the modern marketing ecosystem will be an incredibly confusing and difficult to manage environment.”