In 2013 Vireo Research conducted a survey in partnership with Digital Giants, among 340 Canadian professionals, from both B2B and B2C companies.

1. Digital Marketing
in Canada Survey 2 0 1 3
Only
Only
one-third
one-fifth
Only
one-third
of Canadian companies are using social
media to reach connected consumers.
of Canadian companies have a robust
digital marketing strategy in place.
of Canadian companies have embraced
social media wholeheartedly.
Social media usage is
fairly predictable
Canadian businesses lack
understanding of who they
are talking to
Barriers are getting in
the way
Social Channels Used
Over
37%
Only 1
Channel
agree they have a
good sense of the
people they are
targeting via social
media.
Only
34%
42%
Multiple
Channels
21%
60%
54%
How can we be relevant
and authentic to the people
that matter most to us?
Who are they?
?
What’s important
to them?
How do we
engage them?
48%
33%
25%
www.bedigitalgiants.com
experienced at least
one barrier while
attempting to embrace
digital. marketing
Top barriers
Finding the budget
None
Top Platforms Employed
80%
Additionally
19%
agree they have
completed research
to understand their
social media
audiences.
www.vireoresearch.com
0.46
Dedicating internal
human resources
Customers aren't
typically online
Getting senior
management on board
0.39
Don't know how to get started
0.15
0.20
0.18
34%
of Canadian companies’
total marketing budget
is dedicated to digital
But they want to
"keep up"
54%
believe they need it
to stay relevant.
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more?
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