eMail Tops Online Ad Budget Change in '09

by Jack Loechner, Feb 17, 2009, 8:15 AM

• Comment
• Recommend (8)
• Tweet
• 

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.

• Comment
• Recommend (8)
• Tweet
• 

0 comments on "eMail Tops Online Ad Budget Change in '09".

1. Lisa Huck from Plantronics
   

   commented on: 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
   

   commented on: 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.

Leave a Comment