Does digital marketing really work?

dm-crystalDigital marketing — from content optimized for mobile devices to social media to predictive analytics — continues to spark passionate debates between skeptics and true believers. The key question, often asked by those who’ve been in the industry since before the Dotcom bust, is “Yeah, that’s kind of cool, but does is sell?

According to a new report released in July by Adobe, the answer appears to be “Yes, if…”.

The critical part is the “if.”

The report, titled “Four Advantages of a Planned Approach to Digital Maturity,” summarizes the results of Adobe’s 2015 Digital Marketing Survey, conducted in February of this year.

Some of the results will come as no surprise, notably that most organizations aren’t taking full advantage of the latest tech. Only about one in five companies surveyed (19%) have achieved what the report calls “digital maturity.” Such companies make specific, ongoing plans for digital marketing and back them up with investments in structures, people, processes, and technology. Nothing earth-shattering here.

Where the data starts to get exciting is when the report begins comparing this “mature” group to the rest of the pack. In particular, near the end of page 6, the authors rather casually drop this little bombshell:

In fact, when multiple departments are involved in testing, average conversion was shown to increase by 14%.

This isn’t one of the statistics that gets displayed in bold type, but it deserves to be. It’s the point where you start asking “whoa, how are they doing that?” (which is exactly what the authors intended).

I encourage you to check out the results for yourself, but here’s a quick rundown of how the report claims these organizations are creating digital marketing that gets results:

  • Investing in people, processes and tools
  • Keeping the customer first by adapting to their needs and behavior
  • Integrating mobile devices into every strategy they create
  • Using analytics to refine strategy and create a competitive edge
  • Looking ahead, not just reacting to industry leaders

This isn’t the first time strategies like these have shown up as recommendations for the digital marketing landscape, but they highlight realities that are slowly becoming clear to a small but growing number of organizations.

They also contrast sharply with what isn’t working…occasional instead of ongoing digital efforts, throwing stuff online without a plan, pursuing inconsistent strategies, spending time without investing resources, failing to measure results, and many other half-hearted practices that remain all too common.

Underlying all of the data is a reminder that digital marketing isn’t an instant-win game. It’s an ongoing process that increases in value over time. This remains a daunting thought for those who are just getting started, but the results are well worth the investment. Check out the report for yourself, especially if you’re a digital skeptic. The numbers don’t lie.

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