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