eMail Tops Online Ad Budget Change in '09

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According to a survey of marketing executives by Datran Media, E-mail leads all other channels by a wide margin in terms of performance for their companies. 80.4% of more than 3,000 executives surveyed chose e-mail as a strong advertising performer, compared to 56.8% who chose search, the second leading performer.

In addition:

42.1% chose online display advertising as a strong performer
32.8% selected offline media, such as television and print
32.1% chose direct mail
22.9% selected social media
9.2% chose mobile marketing

Anticipated Online Advertising Budget Allocation in 2009 (% of Respondents)
*Media*	*Expected Change*
	*Reduce*	*Stagnant*	*Increase*	*Unsure*

Display	21.9%	33.8%	23.6%	21.1%
Email	5.7	23.0	58.5	13.2
Search	3.6	28.2	54.4	13.9
Social media	5.7	24.3	43.9	26.5
Direct mail	25.6	31.2	14.1	29.1
Offline media	34.9	24.6	13.8	27.2
Source: IPSOS Marketing & Media Survey, January 2009

Importance of Selected Advertising Goals in 2009 (% of Respondents for Each Goal)
*Goal*	*Degree of Importance*
*Goal*	*Least Important*	*Less Important*	*Important*	*Most Important*
New customer acquisition	2.6%	2.2%	32.7%	63.2%
Increased brand awareness	11.3	26.0	48.7	14.0
Increased brand favorability	11.4	26.6	48.7	14.1
Increased customer retention	5.6	7.8	43.7	42.7
Source: IPSOS Marketing & Media Survey, January 2009

2009 Marketing Tactics (% of Respondents, Multiple Response OK)
*Tactic*	*% of Respondents*
Monetizing online ad inventory	45.0%
Behavioral targeting	53.9
Customer win-back programs	28.4
Newsletters	62.0
List growth	54.2
Affiliate marketing	42.1
Direct mail	29.9
Unsure	5.2
Source: IPSOS Marketing & Media Survey, January 2009

Most Important Online Marketing Consideration in 2009 (Open End)

How to engage customers and be more relevant in their everyday lives
The proper way to speak to our customers
How to maximize behavioral targeting in email and display marketing efforts
How to better leverage email, search and social networking
Finding a way to monetize social media
Diversifying online advertising campaigns to include more emerging technologies
Going all digital with marketing efforts
Targeted direct marketing based on user online behavior
Increase on our email marketing spend for better segmentation and targeting
Make on-line marketing more measurable
Offline budget shift to online to supplement currently program

Published by: Jack Loechner

Published 17th February, 2009

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eMail Tops Online Ad Budget Change in '09