Last Thursday I spoke at the KPMG Luxembourg event around their recently published and very interesting "Digital Marketing Survey".
The survey gives an in depth analysis of the Luxembourg market - cross industry - and distills the challenges most companies face when it comes to using their online channels for client outreach.
I was asked to comment the findings with a keynote presentation at the KPMG headquarters during a client event.
Here's what I covered (in broad lines) with regards to the main challenges:
- Strategy: I see this time and time again - companies who suddenly realise that the online world has changed and start by "jumping the gun" and create channels on LinkedIn, Twitter, Facebook (the usual suspects) without a clear strategy.
- Resources: a lack of skilled professionals, investment in training and a murky operational set up. Who owns digital marketing ? Who will manage our social media channels ? My point here was that - as long as we compartiment "Marketing" - "Public Relations" and other communication functions we will never use online's potential at its fullest.
- Return on Investment: the "killer" question... how can you prove the return of online ? By clearly stating and researching realistic objectives, integrating on and offline tactics and focusing on the right metrics. I often see very elaborated tactics while a good cleanup (and professional use) of an email database could bring direct ROI.
While I heard some people say that these challenges are maybe related to the market in Luxembourg I do think that the top challenges are international and definitely European.
We still have a long way to go but I do feel a shift in many companies and with clients recently. Maybe 2014 will the "break through" year ?
This was a very interesting piece of research and a great event as well.
And euh... KPMG... for when a similar study in Belgium ?