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%

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

Please visit Direct here for access to the complete 3rd Annual Marketing & Media Survey Results report.

Recommend (8)
2 comments about "eMail Tops Online Ad Budget Change in '09".
  1. Lisa Huck from Plantronics , February 18, 2009 at 1:10 p.m.

    It would be helpful if you would please rank-order all your chart data in descending order. Thanks.

  2. Brad Williams , February 27, 2009 at 10:48 a.m.

    I would be curious to see how trade shows ranks as a marketing/sales vehicle. Most third party research I have seen has it ranked very high in the marketing mix. I can only assume it may have been part of the offline category in this case, which that category in itself seems like an unfair aggregation of various media and marketing vehicles.