Neo@Ogilvy: 3-country study on digital marketing published
Neo@Ogilvy Düsseldorf has published the eighth edition of its «Digital Marketing Compass» study series. For the study, marketing and media decision-makers in Germany, Austria, and Switzerland were surveyed about the current state of their investments, future budget planning, and their attitudes toward online marketing.
The effects of the economic crisis on marketing planning were of particular interest. As a comparison with the previous study shows, the effects with regard to investments in online marketing are very
low. Four out of five respondents even stated that their company had invested more in 2009 compared to the previous year, while only 5% said they had reduced their investments.
For the majority of decision-makers, expectations are even more positive. Overall, online marketing continues to gain in importance. For example, all respondents are convinced that the communication mix will continue to change due to changes in media consumption. Traditional media - with the exception of TV and outdoor advertising - are expected to decline in importance to a greater or lesser extent. The high proportion of branding campaigns in all three countries is also remarkable, according to a press release issued on Monday.
low. Four out of five respondents even stated that their company had invested more in 2009 compared to the previous year, while only 5% said they had reduced their investments.
For the majority of decision-makers, expectations are even more positive. Overall, online marketing continues to gain in importance. For example, all respondents are convinced that the communication mix will continue to change due to changes in media consumption. Traditional media - with the exception of TV and outdoor advertising - are expected to decline in importance to a greater or lesser extent. The high proportion of branding campaigns in all three countries is also remarkable, according to a press release issued on Monday.
