• by Jack Loechner , Staff Writer @mp_research, February 17, 2009

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.