The survey, titled "State of the Marketer" for 2008, asked roughly 200 marketing executives from companies with revenues between $10 million and $500 million about their plans for the future.
Overall, 90% of respondents said they plan to increase online ad spending, and 15% said they would boost it "radically." Seventy-eight percent said they will increase spending on social media, 74% on email campaigns, and 65% on mobile texting.
In part, respondents said the move to digital media is driven by increased pressure for accountability in marketing by the rest of their organizations, with 86% saying corporate pressure has increased over the last three years.
The outlook for offline media isn't as promising, with print media taking the punches. Fifty-five percent of the marketers surveyed said they anticipate spending less on print advertising in three years. The Eloqua study did not specify newspapers, magazines or both.
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