In December 2009 and January 2010, Econsultancy, in cooperation with ExactTarget, conducted a survey of 1,000 marketers from the United States and the United Kingdom. The study aimed to identify marketing budget increases for 2010 and the allocation of marketing budgets across media channels. They found that nearly half of respondents (46%) planned to increase their overall marketing budgets in 2010, and two-thirds (66%) planned to allocate more funds to digital media.
More interesting, though, is the number of marketers who reported plans to actually shift some of their budget from traditional to digital channels — 28%. Why? Well, for one, it’s easier to track results from digital media than from traditional advertising. It’s significantly less complex to obtain definitive numbers of leads generated from an online ad, using simple tracking mechanisms, than it is to determine how many leads were generated from a print ad.
The study also found that companies who consider their brand reputation an important measure of marketing effectiveness were the most likely to be shifting more marketing dollars to digital media.
The blog Online Marketing cites several studies, all of which also indicate a shift to online media usage. For example, Strong Mail’s 2010 Marketing Trends survey showed that 90% of 1,000 respondents planned to increase or maintain their online media spend in 2010, with social media marketing and email campaigns topping the priority list. Among offline marketing tactics, trade shows and events are still considered strong contenders.
Our prediction? We’ll continue to see marketers shifting their traditional advertising dollars to the more controllable and measurable online marketing tactics as companies learn how easy and effective internet lead generation can be.
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