Australian Organisations Increase Spend and Share of Spend
The digital industry has been long under-represented and it makes sense for businesses to continue to invest in an effective and measurable medium. The landscape is changing every day, and coupled with a significant increase in consumer usage, businesses will continue to deliver on more outcomes through digital with a higher level of investment.
- Andy
The Australian Interactive Media Industry Association (AIMIA), in conjunction with Hyro Limited and IBM Australia have released the 2009 AIMIA Digital Services IndexTM Online Survey Report. This report was conducted during April and measured investing intentions for digital services across a diverse cross-section of companies and government agencies (145 responses in total).
The online report is a necessary update to the inaugural DSI Report delivered in November 2008, explains AIMIA CEO, John Butterworth.
“In the months that followed the release of that report, much changed in the world, in particular in the world economy. As many parts of the world have experienced an economic slow-down, or even worse a recession, it was considered necessary to revisit some of the key statistics from the 2008 AIMIA Digital Services IndexTM Report and to gain insight into the intentions of corporations and government agencies in light of these changes.
“The results are very heartening indeed and show that digital remains top of mind for companies as the most effective way to increase revenue, deliver services and extend customer engagement.”
The key findings from this latest report are:
- Despite the prevailing economic conditions, most organisations intend to INCREASE their level of investment in digital in 2009. This is particularly the case with larger organisations.
- The shift to digital is at the expense of other traditional advertising, with more than half (54%) of organisations surveyed saying they will INCREASE the share of their total marketing spend allocated to digital in 2009.
- To achieve this, most organisations intend to INCREASE their use of external suppliers of digital services, with only 9% of respondents intending to decrease their external spending on digital services.
These trends are supported by the continuing rise in the importance of digital channels for corporations and government. 68 per cent of respondents expect the level of revenue from digital to increase in 2009, while 87 per cent expect customer engagement via digital channels to increase.
A copy of the full report can be downloaded from www.digitalservicesindex.com.au and is free.
