Canadian businesses are thoroughly convinced of the benefits of digital marketing in 2016. Their budgets are expanding to include a full range of advertising across all digital platforms, from social media to search engines. Canadian marketing strategies have fully evolved to include content, social and mobile, in addition to more traditional online marketing like eMail.
A survey from the Canadian Association of Marketing Professionals & Ignite Digital, Canadian Marketers 2016 Outlook, found that digital marketing influences the business strategy of 80% of respondents. Sales are the top goal of digital marketers, followed by increasing brand awareness and improving customer service.
The Most Important Advertising Categories for 2016
- Social media engagement
- Direct mail
- Print advertising
- Email marketing
- Search engine marketing
- SEO (Search Engine Optimization)
- Content marketing
- Social media monitoring
- Public relations
- Out of home (billboards, etc.)
- Event/experiential (trade shows, etc.)
Being sold on the rewards of digital marketing doesn’t mean Canadian marketers aren’t challenged by some aspects of it. The study reports 35% believe staying up-to-date will be their biggest challenge this year. 98% believe ROI (Return on Investment) is important, but 34% also believe reporting ROI will be their biggest challenge.
2016 Canadian Digital Marketing Benchmark Statistics
Canadian marketers’ digital marketing activities:
- Social media engagement 83%
- Website development 80%
- Content marketing 69%
- eMail marketing 69%
- Social media monitoring 64%
- Search engine optimization 64%
- Inbound marketing 44%
- Search engine marketing 44%
- Mobile app development 26%
The number one activity contributing to online marketing success:
- Design, development & maintenance of website 88.7%
- Social media 79.8%
- Content marketing 78.1%
- Reporting & analytics 78%
- SEO 77.8%
- eMail marketing 68.9%
- Online advertising 55.2%
- Mobile app development 38.7%
83% of Canadian businesses say they will increase their digital marketing efforts in 2016 and 43% of Canadian companies are certain their digital marketing budget will increase accordingly. Content marketing will be the priority for 41.48% of those surveyed.
Tools and Resources to Help with Your Marketing Challenges
34 free marketing reports from Internet marketing veteran, Dennis Becker
Advanced Web Ranking is able to query over 800 search engines and quickly find out if you’re moving up or down in the rankings. It will track the progress of your rankings over time and display that information in graphical and tabular reports, which proves and illustrates marketing results and ROI.
The PushButton SEO WordPress plugin pulls related keywords, searches, and incoming keywords, helping you to optimize posts and the entire website with scoring, reporting, and a progress meter. PushButton SEO then goes a giant step beyond it’s competitors by adding content creation and curation features, including video, pictures, related blog and news posts, and authority links.
Long Tail Pro Keyword Research Software – Quickly generate thousands of keywords at once, filter automatically, and find exact match domains in seconds. Known as the most complete keyword research and competitor analysis software, enhanced by the world’s most powerful seo research features like rank checker, competitor analysis, pay-per-click analysis. You get more features than any of the other popular research tools for a lower price.
What are your digital marketing priorities this year? Please share in the comments below.
✔ You may also be interested in reading:
Content Marketing 2016 Data: How Companies Are Achieving Success
B2B Blogging Guide: Best Practices
2016 Canadian Social Media Use and Online Brand Interaction (Statistics)
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Melody McKinnon's formal education is in business management, which she enhanced with more than 60 certifications revolving around business, marketing, health, general sciences and writing. In over 20 years of working online, she has owned or managed both educational and eCommerce websites.
Melody has worked with many businesses & brands in a multitude of capacities. She can often be found on CanadiansInternet.com, CanadianFamily.net and AllNaturalPetCare.com, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.