Cover Story: Media Usage Forecast 2012
The results are that 48 percent of marketers are not using 2D codes (which includes QR Codes), 15 percent are using them and maintaining the investment level, and 35 percent are increasing investment. Only 1 percent of marketers have tried 2D codes and are decreasing investment in 2012.
By contrast, 62 percent of firms are spending more on content marketing, 20 percent are holding steady and only 17 percent are staying out of the game. Those numbers are comparable to email as a marketing channel—they're market defining.
In the survey we described content marketing as "creating editorial content to use online and/or in lead generation." That utility is what makes content marketing this year's "next big thing," and other tactics related to it show similar lift. For example, 52 percent of responding marketers are increasing their video budgets. That's also true of blogging (which a combined 64 percent of marketers are increasing or maintaining budget for) and webinars (53 percent, combined).
Content isn't the only tactic worth mentioning. A full 45 percent of respondents are increasing personalization, and only 31 percent are not using personalization at all. A combined 60 percent of marketers are investing in triggered marketing, as well; which goes hand-in-hand with personalization in many campaigns (birthday emails, for example).
Target Marketing conducted this survey in January 2012 by emailing a questionnaire to approximately 19,600 of the magazine's print subscribers who have opted in to receive emails from Target Marketing. This audience was further refined by suppressing list services firms and creative services/advertising agencies to produce a list that was composed only of marketers.
A total of three email drops were made between Jan. 9 and Jan. 20. Survey results are based on the participation of 365 respondents (for a response rate of 1.9 percent). Of the respondents to this year's survey, 42 percent described their companies' activities as B-to-B, 23 percent as B-to-C and 35 percent as both. Respondents' job functions include: corporate and general management (25 percent); marketing and sales management (57 percent); list/database/circulation management (5 percent); e-commerce management (3 percent); operations/fulfillment management (1 percent); and other (9 percent).