Email, Social Media Tops in Marketing Spend in 2010
Most businesses are increasing their email and social media marketing spending in 2010, according to two recently published surveys.
Of the 49 percent of 1,000 business executives surveyed last month by StrongMail Systems who said they're increasing overall marketing budgets next year, 69 percent are increasing email marketing and 59 percent social media marketing.
Sixty-nine percent of respondents to StongMail's 2010 Marketing Trends Survey also are integrating social media with their email marketing campaigns in the new year. For those who already have integrated the two channels, 42 percent report seeing lifts in campaign performance, 35 percent have had no significant lifts and 23 percent said they haven't been able to measure it accurately.
Respondents also identified the top three benefits of social media marketing. They include the following:
- awareness building (64 percent);
- customer loyalty and retention (49 percent); and
- expanded reach (46 percent).
Meanwhile, two-thirds of 831 small businesses with less than 500 employees surveyed by VerticalResponse earlier this fall said they're increasing their use of email marketing and social media in 2010. Next year, 74 percent of respondents said they'll increase their use of email marketing and 68 percent will do the same with social media, according to the email marketing, online surveys and direct mail solutions provider.