The top five “over rated” advertising channels include TV, print and radio but social media, display ads, paid search and email marketing all sit within the top 10.
Thirty-eight percent of marketers view print as “overrated” with TV close behind on 24%, according to Sitecore’s Digital Marketing Trends report on Australia and New Zealand.
However spend offline still outstrips spend online by more than 60%.
Digital marketing channels were also branded as “over rated” with display ads ( 11%) and social media (6%) the most overvalued digital activities.
Despite social media sitting among the 10 most exaggerated marketing activities it is one of the most used in the digital world, representing 81% of digital activity. It is second only to emailing a brands own database (84%).
Offline marketing may still dominate but online is where the growth is, with only 11% of marketing planning to boost spend in offline channels compared to an increase in digital for 73% of marketers.
The growth is more likely to come from larger businesses, with a turnover of $20 million plus, with executives realising they need to “get on board”.
Seventy-five per cent of high turnover companies plan to ramp up digital spend compared to 50% of companies with a turnover of $2m or less.
The younger generations are supposed to be tech and digital natives, according to stereotypes, but the opposite is true in marketing where the more novice are struggling with digital.
While 27% of marketers with 15-years marketing experience or more rate their digital skills as ‘excellent’, just 13% of marketers with less than five years said the same.
Take a look at more local digital marketing trends below: