Internet marketing publisher E-consultancy has published a survey-based report called ‘Managing an E-commerce Team’, which reveals that marketing and e-commerce managers spend an average of 11% of their overall communications budget on e-marketing, which is considerably higher than the 4.3% recently cited by the IAB.
While the IAB research focuses on paid search advertising, online display advertising and classified listings, E-consultancy’s study factors in spending on other areas of e-marketing, such as usability and email marketing, as well as creative services such as online advertisement design.
“Online advertising is only one of many fast-growth areas within e-marketing, so we’ve got a picture of what percentage e-marketing accounts for within the total marketing budget of major UK brands,” explains E-consultancy CEO Ashley Friedlein.
The Managing an E-commerce Team report suggests that many companies are committing more resource to the web than ever before. So what are they spending their budgets on?
• Most businesses spend less than 10% of overall marcomms budget on e-marketing.
• One in eight companies spend more than 20% on e-marketing.
• One in five firms outsource paid-search marketing, while one in three don’t do it at all.
• 35% of companies don’t do any online display advertising.
Friedlein adds: “What is clear is that the biggest challenges facing progress in online marketing and e-commerce are not technological, but organisational. Multi-channel marketing, and the integration of e-channels within the marketing mix, is requiring organisations to challenge how they are structured, the skills they need, the way managers are incentivised, and many of their business and marketing processes.”
Featuring 20 best practice recommendations to help e-marketing teams boost web performance, the Managing an E-commerce Team report will help companies improve the structure of their web operations, while being able to benchmark their e-channel activities against their peers.
The report was compiled following a survey and series of interviews with marketing and e-commerce managers at UK organisations such as Alliance & Leicester, BCA Interactive, BP, Carphone Warehouse, DTI, Henderson, Lloyds TSB, MTV, MyTravel, Orange, Ordnance Survey, Shell, Sony and TUI.
E-consultancy is the UK's leading online publisher of best practice internet marketing reports, research and how-to guides. It also publishes buyer's guides and has a directory of 100,000+ third party internet marketing white papers.
Since moving to a paid-content model (March 2003) E-consultancy has amassed thousands of paying subscribers, around 30,000 registered users and 115,000 unique users sessions per month. Its weekly newsletter is sent to 18,000 e-marketing professionals. Subscribers pay from £99 per year to access the exclusive and highly practical content, which helps internet marketers get the most out of their websites.
E-consultancy events include roundtables and monthly 'Supplier Showcases', where six suppliers pitch to an audience of pre-qualified buyers in a Central London venue. E-consultancy also provides a range of in-house training programmes, such as seminars and workshops, and has recently launched a new media jobs channel to help internet teams find new recruits.