Commentary

Planned Ad Spending by Marketers in 2004

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)

VehicleIncrease vs. 2003Decrease vs 2003No change
Seminars and events50%9%41%
Electronic advertising48%8%44%
Direct mail42%15%43%
Other online mktg40%4%56%
Public relations35%12%53%
Telemarketing30%15%55%
Keyword selling29%7%64%
Trade shows26%18%56%
Print advertising20%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)

  • Critical component of business 42%
  • Not early adopter, but getting serious 24%
  • Not relevant to us 20%
  • Other 14%
    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

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