Marketers In Five Countries Shifting Toward Internet and Direct Mail
Erin White, writing for the Wall Street Journal, reports on a study produced by the University of London's London
Business School and French ad firm Havas SA. that indicates that marketers plan a long-term shift away from traditional media advertising and toward other marketing services, particularly Internet
marketing and direct mail.
Patrick Barwise, a London Business School management and marketing professor, and one of the study's authors says, “email and web sites are more measurable and seen as
good value for money as people get better at targeting."
The survey looks at spending in the U.S., Japan, Germany, the United Kingdom and France, and is based on interviews with more than 700
companies during the summer and fall. It concludes that:
- Media advertising, which includes television, radio, press, posters and cinema, will account for 44.4% of marketing spending in the
five countries by 2003, down from 45.4% in 2001.
- Direct mail will grow to 13.3% in 2003 from 12.8% in 2001.
- Interactive marketing, which includes such tactics as e-mail marketing,
Web-site design, Internet advertising and cellphone ads, will command a 7% share in 2003, up from 6.1% in 2001, the study predicts.
- Sales promotion is set to decline to 19.4% of the mix in 2003
from 19.8% in 2001.
- Public relations and sponsorship activities will remain steady with about a 12.8% share, according to the study.
You can read the whole story here.