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Free Managing Digital Marketing 2017 Research Report

Best practices for investing in integrated digital media and technology to fuel business growth

How will this report help me and my business?

How does your use of digital marketing marketing compare? Are you using the full range of channels and marketing technologies? Which are producing the best ROI for you?

This free research report created by Smart Insights in association with Technology for Marketing answers these questions, by reviewing the following challenges:

  • What are the opportunities of digital marketing?
  • How do digital marketing capabilities compare?
  • Who is using a structured approach to strategy and planning?
  • Which techniques are businesses investing in?
  • What approaches to innovation and optimisation are used?

Our free research report based on a survey of Smart Insights members and Technology for Marketing attendees explores the approaches businesses use to plan and manage their investments in digital marketing.

This is our fourth annual report in collaboration with the Technology for Marketing event which is co-located with Ecommerce Expo and Customer Contact Expo, held on 27th and 28th September at Olympia National, London.

Who is this report for?

This report contains valuable benchmarks for all senior managers involved in improving the ROI from their investments in digital marketing. This includes:

  • Marketing Directors and CMOs
  • Marketing manager and digital marketing managers
  • Agency owners

What is the Managing Digital Marketing report structured?

Findings and recommendations are grouped in 4 key strategic areas which will help managers plan for an improved contribution from digital marketing:

  • Introduction. Managing digital marketing in 2016
  • 1. Review digital marketing capabilities and transformation
  • 2. Developing integrated digital strategies and plans
  • 3. Investing in digital marketing
  • 4. Innovation and optimising digital marketing

Resource Details

About the authors

Dave Chaffey is Co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Robert Jones is Research Analyst at Smart Insights, he works on member research, improving user experience of the Smart Insights site, our partner research reports and helps produce our member content. He is a member of the Market Research Society (MRS) and has over 5 years experience in Insight and UX.

To help businesses review their capabilities, it includes this Smart Insights capability review infographic.

Digital Marketing Capabilities Model

How do the digital marketing capabilities of your business rate against your competitors?

Take our detailed Digital Marketing Health check available to Smart Insights Expert members to find out. Our Digital Healthcheck is an Excel-based audit to enables you to identify areas you must improve to compete.

Related Expert member resourceDigital Strategy Toolkit

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