eMail Tops Online Ad Budget Change in ’09
According to a survey of marketing executives by Datran Media, E-mail leads all other channels by a wide margin in terms of performance for their companies. 80.4% of more than 3,000 executives surveyed chose e-mail as a strong advertising performer, compared to 56.8% who chose search, the second leading performer.
In addition:
- 42.1% chose online display advertising as a strong performer
- 32.8% selected offline media, such as television and print
- 32.1% chose direct mail
- 22.9% selected social media
- 9.2% chose mobile marketing
| Anticipated Online Advertising Budget Allocation in 2009 (% of Respondents) | ||||
|
Media |
Expected Change |
|||
|
Reduce |
Stagnant |
Increase |
Unsure |
|
|
Display |
21.9% |
33.8% |
23.6% |
21.1% |
|
|
5.7 |
23.0 |
58.5 |
13.2 |
|
Search |
3.6 |
28.2 |
54.4 |
13.9 |
|
Social media |
5.7 |
24.3 |
43.9 |
26.5 |
|
Direct mail |
25.6 |
31.2 |
14.1 |
29.1 |
|
Offline media |
34.9 |
24.6 |
13.8 |
27.2 |
|
Source: IPSOS Marketing & Media Survey, January 2009 |
||||
|
Importance of Selected Advertising Goals in 2009 (% of Respondents for Each Goal) |
||||
|
Goal |
Degree of Importance |
|||
| Least Important | Less Important | Important | Most Important | |
|
New customer acquisition |
2.6% |
2.2% |
32.7% |
63.2% |
|
Increased brand awareness |
11.3 |
26.0 |
48.7 |
14.0 |
|
Increased brand favorability |
11.4 |
26.6 |
48.7 |
14.1 |
|
Increased customer retention |
5.6 |
7.8 |
43.7 |
42.7 |
|
Source: IPSOS Marketing & Media Survey, January 2009 |
||||
| 2009 Marketing Tactics (% of Respondents, Multiple Response OK) | |
|
Tactic |
% of Respondents |
|
Monetizing online ad inventory |
45.0% |
|
Behavioral targeting |
53.9 |
|
Customer win-back programs |
28.4 |
|
Newsletters |
62.0 |
|
List growth |
54.2 |
|
Affiliate marketing |
42.1 |
|
Direct mail |
29.9 |
|
Unsure |
5.2 |
|
Source: IPSOS Marketing & Media Survey, January 2009 |
|
Most Important Online Marketing Consideration in 2009 (Open End)
- How to engage customers and be more relevant in their everyday lives
- The proper way to speak to our customers
- How to maximize behavioral targeting in email and display marketing efforts
- How to better leverage email, search and social networking
- Finding a way to monetize social media
- Diversifying online advertising campaigns to include more emerging technologies
- Going all digital with marketing efforts
- Targeted direct marketing based on user online behavior
- Increase on our email marketing spend for better segmentation and targeting
- Make on-line marketing more measurable
- Offline budget shift to online to supplement currently program