Cover Story: Media Usage Forecast 2011
Out of the nearly 500 open answers we received for the question, "What factors have influenced changes in your direct marketing media allocations?" only 12 mentioned mobile—that's 2 percent. While some of those cited reasons like this one from a hybrid marketer, "Growth and acceptance of mobile marketing and social media by more demographic groups that we target," many of the other respondents just intend to try mobile out or "get more into it" in 2011. When you contrast those sentiments with the more definitive, detailed answers we saw explaining the impact social media had on direct marketing budgets, it suggests either marketers have not yet mastered the mobile channel, or the opportunities still are not mature.
Target Marketing conducted this survey in January 2011 by emailing a questionnaire to approximately 19,000 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. 17 and Jan. 31. Survey results are based on the participation of 497 respondents (for a response rate of 2.6 percent, and the second straight 25 percent increase over the previous year). Of the respondents to this year's survey, 40 percent described their companies' activities as B-to-B, 24 percent as B-to-C and 36 percent as both, with 2 percent of the results moving from B-to-B to "both" compared to 2010. Respondents' job functions include: corporate and general management (22 percent); marketing and sales management (57 percent); list/database/circulation management (3 percent); e-commerce management (2 percent); operations/fulfillment management (2 percent); and other (14 percent).
In addition, respondents reported their firms' annual direct marketing expenditures as follows: less than $100, 000 (49.5 percent); $100,000 to $499,999 (16.9 percent); $500,000 to $999,999 (7.6 percent); $1 million to $5 million (10.5 percent); more than $5 million (8.2 percent); and don't know (6.6 percent).