E-mail, Search and Online Display Ads Outpace Traditional Direct Mail and Mobile
E-mail marketing, search engine marketing and online display advertising continue to outpace offline media, direct mail and mobile as the strongest-performing advertising channels.
This was a key finding from a Datran Media survey of online marketing professionals conducted last month. The survey reached more than 3,000 marketing executives across Fortune 1,000 brands, including top publishers and leading advertising and media agencies.
E-mail secured the top ranking, with more than 80 percent of marketers saying this medium is a strong performer, according to the survey. Search marketing came in next, with 56.8 percent of respondents saying the channel is a strong performer. Online display advertising came third (42.1 percent), followed by offline media (32.8 percent), direct mail (32.1 percent), social media (22.9 percent) and mobile advertising (9.2 percent).
One inconsistency in the survey involved social media. While many respondents said they didn't believe social media advertising was a strong performer, 43.9 percent said their budgets for social media would increase in 2009.
In terms of marketing budgets for 2009, the e-mail channel led the pack here as well, with 58.5 percent of respondents saying they would increase their budgets for this channel. Search marketing followed, with 54.4 of respondents saying their budgets for this channel would increase this year.
Increasing customer acquisition and customer retention far outranked increasing brand awareness and brand favorability in terms of importance for 2009, according to the survey.
As for the marketing tactics that will be part of respondents’ 2009 strategies, e-newsletters ranked first, with 62 percent saying this is part of their strategies this year. List building came next, with 54.2 percent of respondents saying this tactic would be part of their marketing strategy, followed by behavioral targeting (53.9 percent), monetizing online ad inventory (45 percent) and affiliate marketing (42.1 percent).
For a complete view of survey results, please visit http://www.datranmediasurvey2009.com.