As the online space becomes increasingly important to business success, new research has uncovered the three key areas that companies successful at digital marketing have in common. 

A report by Australian-owned digital strategy agency, ntegrity, in partnership with McCrindle Research, unpacks the differences between the companies with the strongest digital marketing strategies and those that are struggling.

According to the research, the three elements that Australia’s highest-achieving digital brands had in common were: a clear strategy; team-wide digital literacy; and the use of data to tell their company’s story. 

No correlation was found with company size — meaning that successful digital marketing strategies used resources and time more effectively. 

ntegrity is a multi-award winning, Australian-owned digital agency, which has worked to improve the digital success of hundreds of companies and causes. The company has recently launched Academy, an in-person training course designed to teach the key elements of modern digital marketing.

Researchers surveyed 319 Australian marketing professionals between January and April 2018. Of the companies surveyed, 85% believe their organisation has seen digital disruption, yet 51% of companies are only “somewhat confident” in their ability to execute their digital marketing strategy.

In a public presentation at the RACV Club alongside McCrindle Research CEO Mark McCrindle, ntegrity CEO Richenda Vermeulen said she was thrilled to release the findings to the public. “This is the only study of its kind in Australia,” she said, “Many brands are stuck in this place of just trying to keep up, so I hope the research helps marketers focus on the key internal conditions and strategies to set them up for success.”

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