A report from JP Morgan sums it up: More time is being spent on the Internet than ever. Still, few companies have reacted to this and adapted their marketing budgets to the changing information and consumer behaviour. They are still investing in the wrong channels. A result that is also shown in the most recent aquarius study, Marketing and Sales Efficiency in the Digital Age.
As the graphic illustrates, 29% of adults spend their time online but only 8% of marketing budgets are invested online. While print receives only about 8% of consumers’ attention, it receives 20% of advertising funding. The figures from JP Morgan come from a Nielsen study in 2008 (!). The spending has since been adjusted but is still not representative of actual media time spent. Imran Khan, managing director and Internet, media and entertainment analyst at JP Morgan: “As advertisers wise up to where the eyeballs are, this will change. The rectification of this will help drive Internet ad spending in 2010.”
A redistribution of the budgets into digital channels provides a chance to demonstrably increase marketing efficiency. That is why aquarius consulting developed a method to systematically identify and implement the individual lever for increasing the efficiency of a company in marketing and sales. Contact us. We would be pleased to support you in implementing an individual strategy.