Execs Give Nod to Digital Future: A majority of brand owners believe big data, digital marketing and social media tools will play a key role in their future strategies, a McKinsey study, released in June 2012, has found. The consultancy polled 1,469 executives, some 65% of which ranked big data and analytics among their top corporate priorities, including 9% stating it was the most important area attracting attention at present. Figures for digital marketing and social media hit 68% and 8% respectively as priorities.
Study highlights include:
60% of companies are now consistently positioning brands across channels, 51% are engaging consumers through social media and 39% are targeting content to specific online audiences.
A further 38% are deploying targeted Web ads, 35% are using company Web sites to test messages and offers, 30% are developing customer tracking systems and 26% are building apps and games.
Looking over the next three years, 66% of enterprises say that digital business would boost their operating income, with 12% expecting a 30% expansion on such a measure.
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