Unused potential. According to Kenneth Jørgensen, founder of Green Click, these two words sum up the status of the online marketing landscape and how businesses are using it to reach out to potential customers and partners.
“Clients researching services and products are online and mobile, but marketing budgets are not following this trend.
Surprisingly large amounts of money are spent offline,” says Jørgensen, referring to the fact that only 45.7 per cent of Danish companies’ total ad budgets are being spent online, according to a survey by e-Marketer. “It is great to be visible across multiple platforms, but budgets could be spent more wisely.”