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25DB




Products & Services Marketing Management Digital Marketing

Digital Marketing Excellence: Hiring & Training and Optimizing Corporate Investment

ID: 5274


Features:

6 Info Graphics

17 Data Graphics

120 Metrics


Pages/Slides: 31


Published: Pre-2014


Delivery Format: Online PDF Document


 

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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Digital Marketing Excellence: Hiring & Training and Optimizing Corporate Investment"

STUDY OVERVIEW
Digital Marketing (DM) technologies are transforming the commercial marketplace. This is changing the communication landscape and forcing companies to develop new marketing skills that employ a broad range of new tools and techniques. This Best Practices, LLC benchmark study examines how organizations are attracting and developing the next generation of Digital talent – and the skill sets needed to make DM more effective overall. This study also captures insights into how DM teams build better relationships with brand teams, and will invest in the function going forward.

Research findings provide metrics that can serve as a reference point for marketing leaders seeking to gauge how their digital marketing hiring, training and investment compare with other organizations.

KEY TOPICS

  • Critical Trends in Talent Recruitment & Skill Development
  • Aligning the Digital Marketing Function for Maximum Effectiveness
  • Staffing and Investment Benchmarks

SAMPLE KEY METRICS
  • Geographical factors affecting ability to hire DM professionals
  • Best background for new DM employees
  • Rating of skills a DM employee should possess
  • Engagement with tablets/mobile applications
  • Assessment of DM impact on commercial team's ability to generate revenue
  • Ways that DM group influences the capabilities of commercial team
  • Extent that DM group has impacted sales
  • Challenges facing DM group when working with business units
  • Effectiveness of Centers of Excellence approach
  • Total marketing FTEs; Total devoted to DM
  • Total marketing budget; percentage allocated to DM

SAMPLE KEY FINDINGS
  • Total Marketing Budget Allocated to DM Now Up to 10%: Budgeting for Digital Marketing in healthcare, which has traditionally lagged behind less-restricted industries in both activities and funding, continues to tick up. DM budget as a percentage of total Marketing budget went from 9% in 2012 to 10% in 2013.
  • Digital Marketing Budget Expected to Grow Again into 2014: While DM budgets saw considerable growth across the healthcare sector in the past two years, budgets will only continue to rise next year. Overall, 86% of companies anticipate positive DM budget growth, with 42% predicting greater than 10% growth moving forward!
METHODOLOGY

Best Practices, LLC engaged 31 marketing leaders at 28 companies through a benchmarking survey instrument.

Industries Profiled:
Pharmaceutical; Diagnostic; Marketing; Test Industry; Manufacturing; Professional Services; Health Care; Medical Device; Biotech; Computers; Computer Software; Utilities; Telecommunications; Consumer Products; Chemical


Companies Profiled:
Abbvie; Given Imaging; SFA Marketing; Testo; Trane; Virbac Animal Health; 3M Company; Biogen Idec; Lupin; SAS; Shire; Daiichi Sankyo; Pfizer; Valeant; Bayer; Novartis; Genomic Health; Genentech; Baxter Healthcare; Abbott; Ferring Pharmaceuticals; Dentsply International; Johnson & Johnson; Astellas; Boston Scientific; GlaxoSmithKline ; Novo Nordisk

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.