• by Jack Loechner , Staff Writer @mp_research, December 19, 2003

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)

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.