eMail Tops Online Ad Budget Change in ’09

Source: The Center for Media Research

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%

Email

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
Advertisements

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