Marketers: Shifting to Digital

April 07 2010 by ~ 4 Comments

Email Marketing Search Marketing

The stats are in from the Fourth Annual Marketing and Media Survey from Datran Media and they’re revealing a major shift in marketing, backed by data. Marketing executives are saying that email and search were their companies’ top-performing advertising channels in 2009 and 93.6% of executives are planning to increase their digital ad budget in the next five years.

Email marketing was the strongest performing advertising channel in 2009 according to 39% of marketing executives.

That means with the shifting trend, budgets will be shifting into online and digital marketing. In 2010, 59.8% of marketers are planning to spend over one-half of their budgets on online marketing efforts.

Among specific tactics, over three-quarters (77.6%) of marketers are using targeting as part of their online marketing strategy this year. Some 71.2% say they are employing customer analytics and measurement tools.

Marketers are also increasingly becoming interested in online video and mobile marketing. But one thing that marketers are still hung up on is social media. Marketers aren’t sure whether social media delivers returns; 50.4% say social media will generate quantifiable results this year (vs. 49.4% last year); however, another 37.6% are uncertain and 12.0% say social media cannot deliver quantifiable results this year.

The data suggests that email and search marketing are performing the best for marketers, but those are still only two tools in the online marketing tool belt that can be implemented. What would an ideal mix be?

For the full article and stats, click here.

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  • http://www.twitter.com/mediatwo_social Morgan Siem

    It’s no surprise that marketers are unsure whether or not social media delivers returns. That’s because many marketers aren’t setting benchmarks and measuring. It’s also the case that many social media efforts are launched without a strategy. Dear 12% – what are your marketing goals & business objectives for 2010? Define those first, then you’re ready to talk about quantifying social media results.

  • http://www.twitter.com/mediatwo_social Morgan Siem

    It’s no surprise that marketers are unsure whether or not social media delivers returns. That’s because many marketers aren’t setting benchmarks and measuring. It’s also the case that many social media efforts are launched without a strategy. Dear 12% – what are your marketing goals & business objectives for 2010? Define those first, then you’re ready to talk about quantifying social media results.

  • Jason Peck

    Morgan,

    Thanks for your comment. Great points re: defining benchmarks and measuring. This is a crucial, but still sometimes overlooked, step that companies must take if they want to be successful.

  • Jason Peck

    Morgan,

    Thanks for your comment. Great points re: defining benchmarks and measuring. This is a crucial, but still sometimes overlooked, step that companies must take if they want to be successful.