Hard-hitting year ahead for print media and radio

Global survey of marketers shows that 41% will decrease spending on print media during the year ahead

Core Facts

Increasing investment in social media, mobile marketing, email marketing and search will fuel a 17 per cent surge in digital marketing spending this year, as marketers migrate budgets from television, print and radio. ExactTarget, the on-demand email and one-to-one marketing specialist worked in conjunction with Econsultancy, the digital publishing and training group, to conduct a survey of over 1000 company and agency marketers around the globe.
Marketers can download a summary of the More Money, More Channels: Marketing Budgets For 2010 free of charge here. The entire report is available for purchase from Econsultancy online.

Quotes

Peter McCormick, general manager and co-founder of ExactTarget comments

“The shift from offline to online is in full swing as marketers look to measure direct increases in top-line sales, site traffic and improve overall marketing return on investment. Interestingly, brand reputation is becoming a more significant driver of the migration to digital marketing, particularly when it comes to social media.”

Linus Gregoriadis, research director at Econsultancy

“The research shows a healthy outlook for the digital marketing industry with the majority of responding companies increasing their budgets for most digital channels. Social media marketing is the area where companies are most likely to be spending more money during 2010, but areas such as search engine marketing and email marketing will remain buoyant.”

Company information

ExactTarget is a leading global provider of on-demand email marketing and one-to-one marketing solutions. The company’s software as a service technology provides organisations a single platform to connect with customers via email, SMS text messaging, voice messaging, social media and landing pages. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organisations around the world including Expedia.com, Aurora Fashions, Papa John’s, Sun Microsystems, Value Retail, World Society for Protection of Animals and Gulf Air.