As shown by the “Digital Barometer”, prepared by ISDI, within the framework of the Chair that it maintains with the Complutense University, and by the aea (Spanish Association of Advertisers), on the positive side, last year was characterized by greater professionalization, commitment to the training and adoption of new channels and tools make up the Colombia Cell Phone Numbers List evolution of digital marketing in Spanish companies. The tasks that remain pending, among others, are related to “the scarce use of social networks (they are present but are not used on a daily basis), the lack of updating of the websites and the improvable usability in the mobile environment “, such as They explain from this fifth edition of the study to know the degree of Internet penetration and new technologies in Spanish companies.
Among the main conclusions that stand out in this Barometer, carried out with the data provided by companies of consumer goods, banking, automotive, insurance, distribution and retail , telecommunications, technology, energy, health, tourism and transport, food and the Internet are: “84.8% of companies already have a specific Digital Marketing team. Among the companies that still do not have it, this task falls, in 73.9% of the cases, in the Marketing Department. 30.5% of Digital Marketing departments are less than five years old (13.1% do not exceed two); The largest group is between five and six years of experience, 30.4% and 23.9% accumulate an expertise of ten years. The presence of digital marketing in training plans is growing: 58.6% of companies have a specific program.
Online sales :
100% of the study participants have more than one web page for their commercial brand, although in 63% of the cases these are sites with ten or more years. Only 4.4% of companies have renewed their website in the last two years; 73.9% of companies sell products or services online (which represents an increase of 9.6% compared to last year) and all of them have e – commerce ; 17.4% neither have it nor is it part of their future strategy; For most companies, 58.8%, the online channel represents a percentage of between 1 Phone Number List and 10% of their sales; 11.8% of brands sell up to 20% through the Internet and 8.8% between 20 and 30%. Objectives of the online channel : Both actions off as online pursue a majority of customer acquisition, although digital marketing contributes significant nuances, like attracting users to the web rather than physical stores is sought (30.4 versus 4, 3%) and that they begin to take advantage of other features of the Network such as capture through content (15.2%) and its use to inform about new products (13%);
The offline channel , for its part, continues to be the majority for brand creation 28.3%, a goal that only 8.3% of the digital shares clearly pursue.
Investment in media :