The Marketing Mix 2010-2016: 6-Year Study Reveals Key Budget Trends
For the first time ever, Target Marketing has compiled a multiyear cross-section of Media Usage Survey data to answer those questions and more.
Drawing on data about marketing budgets from 2010 through 2016, the new research will help marketers understand B2C and B2B marketing trends in a way you’ve never been able to before. It includes a granular break down of how each media channel and MarTech tool has increased or decreased as a spending priority in the marketing mix strategy of today, along with why and how those trends may be moving in the future.
What will you find inside? Below are some quick takeaways, and a video with more insights from Editor-in-Chief Thorin McGee.
Quick Takeaways From 'Marketing Mix Trends 2010-2016'
Marketers have expressed concern over the years that the maturation of the Internet would lead to the decline of direct mail, but it hasn’t happened yet. In fact, direct response space ads are the physical medium that has taken the hit from newer marketing technology, with a steady decline in use over the last six years to around 11 percent of marketers. Personalization is likely the difference that helped direct mail survive over space ads.
Though direct mail may prove timeless, the Web has become even more prominent. Search engine marketing continues to increase; SEO expenditure is projected to continue to soar; only 10 percent of businesses are not including social media engagement in their marketing budget. And with the progression to the online standard over the last few years, quality content marketing has become essential. Eighty percent of marketers are producing content, and half of all marketers are increasing their expenditure on content marketing in 2017.
We haven’t even begun to scratch the surface of the marketing mix evolution over the last six years. For further analysis on email, affiliate marketing, mobile apps, podcasts, augmented reality and much more, click here to download Target Marketing’s “Marketing Mix Trends: 2010-2016.”