Mobile apps are gaining place in the business!

More and more Greek companies express interest in adopting digital tools, as already 50% maintain mobile apps, 25% make SMS campaigns. The Greek companies are divided into three categories: the "pioneers", who make up 16% and have a leading presence in digital media, "traditional", which constitute the vast majority (66%) and companies with an established presence in the digital media and the "novices" market (18%), a simple presence in digital media. 

On average, Greek companies spend 18% of the total marketing budget to online activities, except for the travel industry, which spends more than 85% on online. Furthermore, 69% of companies stated that in the future will increase spending on digital marketing. 

These data are derived from the State Research of Digital Leadership 2014, carried out by the Valuecom, in collaboration with the Laboratory of Electronic Commerce & Business Athens University of Economics (ELTRUN), under prof. K. George Doukidis. The research, which examines "How is the digital marketing business in Greece today" finds, however, that while most leading companies in their industry use already digital media, there is still considerable room for improvement.
Aim is the engagement of customers.
Business in Greece adopt digital media, aiming at the engagement of customers towards the product and brand (50% of the sampled companies). At the same time, 44% of companies use social media for customer care, while 33% of the social media are communicating with customers, fans of the brand and opinion leaders, to listen to existing or emerging needs and to adapt their products and services properly. Furthermore, large businesses exploit the potential of digital media with the prime objective of increasing the sales and visibility of the brand.
The most popular digital marketing tool for business research are ads on Facebook, followed by advertising via Google Adwords, those on YouTube and are the Google Display Network.
Digital media.
Regarding the use of certain digital media, 55% of companies doing SEO and 95% using SEM. SEM is very important and is used much more in relation to SEO, however, the intention of understanding is stressed, knowledge and use of SEO as a next step in the near future. Small businesses are more likely to invest in SEO compared with leaders in their industry, and for large paid advertising and SEM, can bring the fastest results in the early stages.
The Greek companies consider that sms is more expensive, but is aimed at a wider audience age, while mobile apps "is the perfect tool to approach and build relationships with people who are familiar with the technology."