06.09.2021 – 11:00
DDV German Dialog Marketing Association
Frankfurt am Main (ots)
While there was strong growth in the professionalization of digital marketing in German companies in 2020, this will be significantly weaker in 2021. Only six out of ten companies use social media marketing, email marketing, SEA, and the option of active lead generation from interested parties. The increase over the previous year is only 2 percent.
This is a result of the new Digital Marketing Benchmarks 2021 study, which was carried out in collaboration with the consulting company absolit Dr. Schwarz Consulting came into being and has now been published in the third edition. For the study, over 5,000 German-speaking top companies from nine industries and 227 sectors were examined with regard to their digital marketing based on 95 criteria. The focus was on the presence of the companies in search engines, their appearance in social media, the professionalism of their email marketing and active lead generation via the website.
Further results of the study at a glance:
More and more companies present themselves on Instagram
With an increase of 5 percent compared to the previous year, Instagram recorded the largest increase of all the channels examined for the second time in a row.
The use of Instagram ads and display advertising is increasing
Although the proportion of companies using paid advertising has remained the same, many are expanding their paid strategy. The use of Instagram Ads has increased by 12 percent and display advertising by 6 percentage points compared to the previous year.
Four out of five companies use the website to generate leads
79 percent of the companies offer their website visitors the opportunity to register for a regular information service or a customer club. Every fifth company still has potential here.
Personalized email communication is growing significantly
Compared to the previous year, 10 percent of companies use more of the data that readers provide when registering to address them personally.
Retail companies and tourism are at the top
In a direct industry comparison, retail companies can secure first place in multichannel marketing for the second time in a row. The companies in the tourism industry are closely behind. B2B companies bring up the rear for the third year in a row.
“There is still a lot of room for improvement in the digital marketing of companies. Video conferences became normal during the pandemic, but unfortunately the digital marketing infrastructure has hardly been expanded,” says DDV President Martin Nitsche, thereby encouraging more activity at the same time: “Who If you do not maintain a lively dialogue with your customers through all channels, true to the motto “Now more than ever!”
The data on which the study is based were provided by absolut Dr. Schwarz Consulting, Acoonia GmbH, Publicare Marketing Communications GmbH and Searchmetrics GmbH.
The short version of the study can be obtained as a PDF on the DDV website or by e-mail to [email protected] In addition, absolit offers a paid long version of the study on its website at www.absolit.de an.
Original content by: DDV Deutscher Dialogmarketing Verband eV, transmitted by news aktuell