UK firms fail to capitalise on digital platforms

Businesses in the UK are failing to fully capitalise on digital media platforms, a new report suggests.

A study by Redshift Research on behalf on Oxygen8 Communications reveals that digital media accounts for almost 50 per cent of daily media consumption and is the preferred medium for receiving marketing, yet firms are not properly fine tuning their strategies to take advantage of this.

The report found that digital media campaigns are often in direct competition with traditional print or television advertising and are not making use of mobile marketing despite evidence to suggest that more consumers are interested in this platform.

Over 80 per cent of media firms said they believe SMS and email are more effective than traditional channels compared to just 13 per cent of respondents who feel that traditional media trumps digital.

Some 40 per cent of respondents conceded that budget is a primary factor that prevents them from using digital media more frequently, while 23 per cent cited lack of experience as the main barrier.