Melon Corporate Blog
BRW Digital Survey 2008
BRW Magazine has published results of their Digital Survey on page 37 of the latest edition. It is available online if you are a paid subscriber.
I have scanned in a version from the print version - you can see it here.
There is also an audio discussion of the results here.
The survey presents some interesting results including:
- 17% of companies have their own blog.
- 54% of companies currently use email marketing and 67% of these increased their spend in 2007 and 65% will lift spendng in 2008.
- 43% of companies made use of search engine optimisation services (SEO) and 40% of these increased spending in 2007 and 44% will lift spending in 2008.
My thoughts on the above:
(1) The low number of corporate blogs can be explained that blogs require long term effort and commitment - it will be interesting to see the take up of blogs over the next year in the corporate world. The corporate world generally is so used to a "throw it and see what sticks" marketing approach that use of blogging in the larger corporate world would really require a shift in mindset.
(2) Email marketing has always been a less sexy component of online marketing yet a consistent provider of solid ROI for companies. The 67% and 65% increased spend numbers are significant for what is a relatively mature element of online marketing. The consistent usage of email marketing is also a testament to how it is one of the better understood components of online marketing.
(3) I would have thought that more companies would have been looking at increasing their spend on SEO. There seems to be so much buzz and interest in search at the moment - it appears not to be translating into real initiatives. As with (1) the issue of a long term commitment and a different type of marketing thinking may prevent more companies from getting more involved with search - particularly the organic search side of things.
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Very interesting stats - I would be interested to see what the stats would be here in the USA.
I think the reason email marketing is growing more consistently than search is that email marketing is easier to understand than search.
I think organic search in particular remains a mystery to many marketin folk - hence their reluctance to get involved with it.
By Samantha Ash on 06 03 2008
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