Biggest UK brands are ‘failing to exploit Web’

Three-quarters of the biggest brands in the UK are failing to properly exploit new media and online channels, according to a survey of the country’s top marketing spenders.

The research, conducted by OgilvyInteractive, found that although big brand marketers acknowledge the importance and competitive advantage to be gained by using new media, they believe their own organisations have not met the challenge.

Asked to rate the current performance of their own organisations in new media and online channels, the average score was 4.5 out of ten.

OgilvyOne managing director Mike Dodds says: “There are real challenges when it comes to getting new media and channels, from niche to mainstream. But these challenges need to be addressed. Many companies are only spending two per cent of their advertising budget on the internet, when it is consumers’ third most popular media form.”

The survey – unveiled at last week’s Verge Digital Marketing Forum – also found that 70 per cent of respondents felt they did not have the time to stay on top of digital innovation. Yet three-quarters of those polled recognised it was imperative not to be “left behind”.

Qualitative research was undertaken between January and April with senior marketing professionals working in Fortune 500 companies.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here