Cover Story: Media Usage Forecast 2009
Comparing which media marketers actually used in 2008 for acquisition activities versus those they reported they would use in 2008, the notable difference is more companies ended up investing in ads on external Web sites than in SEM or SEO efforts. Looking ahead to 2009, more marketers once again are predicting they will turn to SEM and SEO for acquisition before external Web site advertising.
The implications, as you can imagine, are e-mail inboxes packed a little tighter with messages fighting to be read and postal mailboxes and office in-baskets a little easier to sort through most days. With clutter on one side and rising costs on the other, the successful users of either medium will be refining their targets to achieve maximum ROI.
E-mail Holds Off Direct Mail; SEO With Surprise Win Over Telemarketing
Given that marketers can leverage their historical data with respect to retention, the gap between projected use of e-mail and direct mail is tighter than that reported for acquisition activities. Seventy-seven percent of respondents intend to use retention e-mail campaigns this year, compared to 69 percent for retention direct mail efforts. SEO earned a distant third-place rank (38 percent), and outbound telemarketing nabbed the fourth spot (36 percent) in a photo finish with ads on external sites (35 percent).
Looking back to marketers’ anticipated media use for 2008 compared to the actual usage just reported, fewer firms used e-mail, direct mail, SEM and SEO for retention than expected. On the other hand, direct response radio and direct response television picked up more users than anticipated.
Obviously, It’s the Economy
Even if you’ve been living in a cave for the past year, the news undoubtedly reached you that the country’s economy is in a life and death battle. The buzzword of 2009 probably will be “stimulus.”