The two biggest wins for online marketers in 2009 were increased website traffic and increased brand awareness, at least according to an eM+C/eROI survey of 678 online marketers conducted last fall. The findings are included in a recently published whitepaper titled "Online Marketing Trends: What Worked in 2009 and What to Expect in 2010."
When asked which 2009 business win they attributed most to their online marketing efforts, 24 percent of respondents said increased website traffic and 21 percent said improved brand awareness. Other wins due to online marketing included increased sales (20 percent); new products or services (16 percent); list growth (11 percent); improved customer service (6 percent); and other (3 percent).
What led to these increases? Marketing teams that dedicated additional funds and time to email marketing and online communities, according to the survey. Forty-five percent of respondents, for example, increased their 2009 budgets for online community creation/management, and 66 percent increased their budgets for email marketing. What's more, marketing teams spent 32 percent of their time on email marketing and 15 percent of their time on social media.
An emphasis on email marketing, the whitepaper said, brought online marketers increases in traffic and sales, while an emphasis on online communities brought traffic, engagement and awareness.
Other findings from the study include the following:
∗ 85 percent of respondents said online marketing is increasing in priority, while 6 percent of marketers plan to decrease budget for online marketing in 2010;
∗ 60 percent of respondents reported an increase in their email marketing budgets this year versus 2009;
∗ 69 percent of respondents used social media tools in 2009, allocating about 15 percent of their marketing teams’ time to it;
∗ 29 percent of respondents increased their budget allocation for SEO/SEM from 2008 to 2009, while 15 percent reported a decrease;
∗ 38 percent of marketers reported increases in their budget allocation for SEO/SEM from 2009 to 2010, while only 10 percent reported decreases; and
∗ 80 percent of marketers reported no change in budget spend for mobile marketing from 2008 to 2009, but 30 percent reported increases for mobile spending in 2010.