BRANDING NEWS: Brands want to ‘rapidly accelerate digital activity levels’
Top brands from both the B2B and B2C worlds are seeking to do much more in the digital space in the coming two years, according to a new report from Sitecore.
B2B brands such as AMEC, BT Business, Logica, KONE, Danfoss, Lend Lease and Aviva were among those included in the survey, which reported brands were eager to ‘rapidly accelerate’ the quality of digital offerings in the next 24 months.
The survey also revealed that, of the senior marketers surveyed, 26 per cent saw their organisation as being in the first stage of digital maturity, offering a basic website, web analytics and newsletter.
Laust Sondergaard, chairman, Sitecore UK, said, “Marketers recognise that they need to significantly increase the sophistication of their brands’ digital activity and rapidly move away from websites which deliver the same experience for every visitor.
“Simply focusing on attracting web visits, only to quickly lose the visitor, is a waste of resources. Marketers understand they have to react to the needs of their web visitors by increasing personalisation and using metrics that focus on visitor engagement rather than simply relying on growing the number of website hits.”