Econsultancy’s annual Marketing Budgets 2011 report, which examines UK marketing spend, was published today. It looks like good news for agencies in the digital and content marketing spaces, as 72% of respondents said they would be increasing their online marketing spend in 2011. This includes investment in social media marketing, blogging and content marketing.
Furthermore, the amount of additional online marketing investment is expected to be, on average, an astonishing year-on-year increase of 35%.
An important finding of the survey, which was carried out amongst 500 in-house and agency marketers at the end of last year, is that companies appear keen to invest in web analytics software, with 45% of respondents indicating they planned to increase their spending in this area. This is strongly indicative of a growing awareness that digital marketing needs to be measured with as much rigour as traditional marketing.
From our own perspective at Write My Site, we always encourage clients to install analytics software (Google Analytics is fine) to monitor the performance of their website and blog content. A good web analytics programme will provide crucial information as to which blog articles have drawn the most traffic from the search engines/ social media sites, as well as which content has proved engaging.