Jun 21, 2022
In General Discussions
We generate value through data solutions: validation, enrichment, analysis and activation The study of the Marketing Association usa phone list Spain and Evercom, with the field work of Random Strategy, consults 219 Marketing Directors of medium and large Spanish companies about the digital challenges of their companies, in the leisure, sports, textile and usa phone list sectors. fashion, health, transportation, tourism, distribution, technology and telecommunications, insurance, consulting and banking. The Spanish Marketing Association , the communication and Digital Strategy consultancy, Evercom, and the market research company, Random Strategy, have produced the second edition of the first study that measures the digital transformation of companies operating in our country since point of view of the Marketing Directors of medium and large Spanish companies. This second wave measures the evolution of this transformative process. The i3D Digital Challenges of the Director of Marketing. Measuring the change, it has been constructed through four large sub-indices: Digital Activity Index; measures the usa phone list of digital tools used by companies (located at 53%), Current Digital Marketing Investment Index; refers usa phone list to the budget allocated to digital marketing (37%) Expectations Index; that estimates what is expected to usa phone list and what that expectation will be (40%) Attitudinal Index; the attitude of marketing directors towards the digital challenge (41%) The average of these four sub-indices is 43%, something that shows that there is still a wide margin for improvement in the evolution of companies operating in Spain in terms of digital transformation. digital divide When asked about the ideal investment mix between online and offline marketing, marketing directors placed this proportion at 51.5% and 48.5%, respectively. However, when asked: "Out of your total Marketing budget, what proportion represents your investment in traditional marketing and how much do you spend on digital marketing?", the answer was that 60.4% is invested in traditional marketing and in its digital usa phone list 39.5%. This represents a gap of 11.9 points, to the detriment of digital marketing. Crossing the previous answers between the companies represented by the marketing directors interviewed, it was found that 7 out of 10 companies have not yet reached the optimal mix of resources for usa phone list marketing. Only 11% of those consulted think that their company invests more in digital marketing today than they consider ideal. The sector index Regarding the sectors, Advertising, Marketing and Media, Fashion and Beauty, Health, Industry, Technology and Education consider that they are above the market in terms of their development in digital marketing.