Survey Signals Positive Outlook for 2011 Marketing Budgets
Email and social media marketing solutions provider StongMail recently surveyed 925 business leaders to see how they're budgeting and prioritizing their marketing dollars for 2011. The results signal a positive outlook.
Half of the businesses surveyed will be expanding their marketing budgets in 2011; 43 percent will be making no changes to their marketing spend; and 7 percent of respondents are planning on decreasing their spend.
Social media and email marketing will be the top priorities for businesses this upcoming year, followed by search. Direct mail and trade shows, however, will be facing budget cuts of 36 percent and 33 percent, respectively.
Sixty-five percent of respondents said they plan on increasing their investments in email marketing. Of that segment, 52 percent said the most important initiative is increasing subscriber engagement, followed by segmentation and targeting (49 percent), and integrating social media and email marketing (43 percent).
As for their social media efforts, 57 percent of respondents said they'll increase their budgets. Facebook will take center stage, with 35 percent citing it as the most important resource. Sixty-three percent of respondents named awareness building as their top social media priority for 2011, followed by loyalty acquisition (54 percent) and reaching new audiences (42 percent).
The study also notes upcoming challenges for marketers next year: Forty-one percent of respondents cited lack of resources/staff, 41 percent mentioned data integration and 36 percent said email deliverability will be their biggest challenge in the new year.