Planned Ad Spending by Marketers in 2004
In a survey of 125 marketing executives recently, Patrick Marketing Group finds that 50% of US marketing executives expect their spending on seminars and events to increase in 2004 over this year, as reported by eMarketer. The report finds that 48% plan to spend more on electronic advertising next year and 40% say they will spend more on online marketing, while 29% say they will spend on keyword purchases next year.
Planned Spending By US Marketers for 2004 (% of respondents)
| Vehicle | Increase vs. 2003 | Decrease vs 2003 | No change |
| Seminars and events | 50% | 9% | 41% |
| Electronic advertising | 48% | 8% | 44% |
| Direct mail | 42% | 15% | 43% |
| Other online mktg | 40% | 4% | 56% |
| Public relations | 35% | 12% | 53% |
| Telemarketing | 30% | 15% | 55% |
| Keyword selling | 29% | 7% | 64% |
| Trade shows | 26% | 18% | 56% |
| Print advertising | 20% | 20% | 60% |
Source: Patrick Marketing Group, Dec 2003
The Patrick Marketing study also notes that while 42% of respondents say online marketing is a critical aspect of their business, 20% deem online marketing "not relevant."
Role of Online Marketing in Current Plans (% of respondents)
Source: Patrick Marketing Group, Dec 2003
In June of this year, WebTrends and iProspect found that paid search campaigns were a significant part of the marketing mix for 25% of US marketers, while 35% were evaluating the option.
You can find out more here.
JACK LOECHNER
Center for Media Research
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