Where the Money’s Going: 2017 Spending Trends
Which media channels are marketers investing in, and which are they drawing down? It’s the main question we created the Media Usage Survey to answer, and the survey approaches it by asking whether they are increasing or decreasing budgets for 16 different marketing channels.
Below are three of five trends the responses revealed. Register below to see the rest of the responses, data and methodology.
1. Online Advertising: Although 46 percent are still increasing budgets on it, online marketing fared markedly worse in the 2017 survey compared to 2016: 20 percent report they’re not using online ads, and the 46 percent increasing is actually 8 percent lower than last year’s number (54 percent).
2. Social Media: More than half of marketers said they were increasing their budgets for social media advertising and engagement efforts. Social media has been a topic for a long time, but the Media Usage Survey budget numbers really shot up in 2016. This year’s numbers are markedly higher than that, and there are fewer marketers not spending on these channels than any other channel except email. Most years, the only channels that might have numbers this high are email and search engine optimization. It took a while, but social media has arrived as a mainstream marketing channel.
3. TV: As far as our surveyed audience is concerned, TV is dead. Whether it’s the infomercial or traditional commercials, over 80 percent of respondents are not using the traditional channel for video advertising.