Marketers Optimistic About 2010 Marketing and Advertising Spending
More than 73 percent of respondents to a marketing survey conducted by digital marketing technology company Datran Media believe advertising revenues will increase in 2010.
The 2010 Marketing & Media Survey polled more than 5,000 marketing executives from Fortune 500 brands, top publishers, and leading advertising and media agencies. The fourth annual survey was conducted in association with the Direct Marketing Association's email experience council and other media partners.
The survey revealed optimism towards 2010 marketing and advertising spending, after a decline in 2009. Survey results also show a move toward using online marketing and audience measurement tools, and a focus on emerging digital and social channels for reaching target audiences. Here are a few more key findings:
- 93.6 percent of respondents plan to increase budget allocation for digital marketing channels;
- 72.8 percent of respondents use audience measurement and analytics tools to assess the success of their digital campaigns;
- more than 50 percent of respondents have optimized campaigns based on audience measurement analytics, and more than 80 percent plan to do so in 2010 and beyond; and
- 87.2 percent of respondents said they believe accurate online audience measurement was important for driving increased brand awareness, increased revenue and better campaign performance.
Regarding the perceived performance among digital channels, marketers indentified email (40 percent) and search (23.2 percent) as the strongest response channels. More than 93 percent of survey respondents feel their digital budget allocation will increase either steadily (75.2 percent) or greatly (18.4 percent) as 2014 approaches. In contrast, more than half of the individuals surveyed (58.4 percent) plan to either reduce or flatline their offline marketing budgets.
Interest in online video, mobile and other emerging digital channels has significantly increased over the last year, with 67.2 percent of survey respondents planning to use video, and 54.4 percent planning mobile marketing initiatives for smartphones in 2010.