Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Cover Story : Media Usage Forecast 2012

Marketers are back on the trail of new customers with new technologies

March 2012 By Thorin McGee
2
Get the Flash Player to see this rotator.
 

Marketers are climbing out of the foxholes and charging back to the fight for new customers in 2012. At least, that's what we see in the results of Target Marketing's 2012 Annual Media Usage Survey. Overall marketing budgets in 2012 aren't too different from what they were in 2011, but their investments are more aggressive and customer acquisition-oriented.

The Budget Picture
"The main influence was an increase in budget to explore new marketing outlets," one B-to-C marketer explains in the answer to the survey's open response question: "What factors have influenced changes in your direct marketing media allocations from 2011 to 2012?"

Overall, 49 percent of marketers report no change in their 2012 budgets compared to 2011, 29 percent report increases, and 16 percent have seen their budgets fall. Those are all very similar to what we heard from the 2011 survey, and no news is good news in a lot of ways. Marketers started to get rolling again last year, and continuing that is a positive sign. Moreover it means for two years running, nearly twice as many companies have expanded budgets than have shrunk them.

When you look at where those budgets are allocated, marketers are making a big push to acquire new customers in 2012. "We are in a 'Strategic Growth Initiative,'" says one B-to-B marketer, "and the money has been budgeted to be more aggressive in our marketing efforts."

Acquisition Rules
More marketers are planning to use every method of customer acquisition in 2012.

That was the most striking result from the survey. As you can see in Chart 4, we asked whether or not respondents had used 16 different media channels for customer acquisition in 2011, and whether or not they plan to use those channels in 2012. For every channel, more respondents plan to use it in 2012 than used it in 2011.

That "change in business model to increase focus on bringing in new customers as opposed to client retention," as one B-to-B and B-to-C marketer describes it, shows up in budget allocations, as well. Fewer than 10 percent of respondents reported a decrease in their customer acquisition budgets, and a full 38 percent are rising. Last year, this report said budgets had stabilized and companies were playing defense, focusing on retention. This year, marketers are more focused on investing to expand their customer bases.

 
2

SPONSORED CONTENT

MORE ON B-TO-B >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!Does your writing bore readers? Write Everything Right! will 
introduce you to the tested and proven attention-getting (and 
attention-holding) secrets of an elite, anonymous cadre of writers. They
 earn six and seven figures a year. These are advertising copywriters 
who have been mobilizing the English language and sending it out to sell
 for the past 800 years. Their unique skill: copy so powerful and 
smooth, it's easier to read than to skip.



For a free PDF sample of Write Everything Right!

Click Here

You must have a PDF Reader in order to read the sample.What readers are saying...
Once again, Denny Hatch provides us with 
sage and proven advice from the trenches.
The book is chock full of examples, takeaways, 
and strategies for making every word more 
compelling and persuasive. This is easily one 
of those "top shelf" books you’ll reference 
time and time again. —Charles Gaudet

I read the book in two days...I couldn't put
it down! It is fun reading filled with resources,
anecdotes, and although I have an MBA in 
Marketing, I learned much more from your
book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune 
your writing skills whatever you write. Denny's 
wit and craftsmanship as an experienced
writer/author shine through on every page.
 —Pat Friesen Write Everything Right!

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!

Does your writing bore readers? Write Everything Right! will introduce you to the tested and proven attention-getting (and attention-holding) secrets of an elite, anonymous cadre of...

ORDER NOW

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: