The Explosion of Marketing Channels: The Past 10 Years of Direct Marketing Part 3
For instance, just within social media, forums went out of favor and branded networks came into vogue. Here are some of the networks that are household names: Facebook, Foursquare, Google+, Instagram, LinkedIn, Pinterest, Twitter and Vine. A few former household names are now has-beens, such as Friendster and Myspace.
The number of apps and marketing automation options for this space alone are … awfully high. Then add in analytics, ad exchanges and even list brokers, and you're beginning to get the idea.
The DMA Fact Book shows how much money Web now brings in in U.S. sales: 2012 saw $651.9 billion, while 2006 brought in $338.6 billion. In 2012, expenditures of $32.5 billion for Web marketing surpassed 2006's $15.9 billion.
However, print's portion of sales eclipse that, at $820.2 billion in 2012, but down from $975.8 billion in 2006. That's with $67.2 billion budgeted in 2012, below the 2006 figure of $79.5 billion, according to the DMA Fact Book.
Yes, times and channels are changing.
As for that fax marketing category—that falls into "telecommunications," which now houses mobile devices, including the smartphones that have all of those social networking applications. (Fax marketing appeared in our inaugural "Media Usage Forecast" reader survey in March 2007 as a category with 6 percent of marketers planning to increase spend vs. 2006, 4 percent decreasing budget and 19 percent keeping it the same. By the 2009 survey, 6 percent of marketers planned to increase spend, 7 percent to lessen and 17 percent to keep it the same. In the 2010 forecast, the category disappeared.)
Even among the direct marketers who agree the basic channels are mail, radio, direct response television (DRTV), email, insert media, mobile, print, search, social, telemarketing, Web and video, they all see blurred lines.