Online Marketers Weigh In On 2010 Performers and Priorities
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April 2010 -- Datran Media, a digital marketing technology company, has released the results of its fourth annual 2010 Marketing Survey of online marketing professionals. This survey broadly measures the marketing and budgeting priorities of digital marketers over the next year and focuses on uncovering industry perceptions regarding distinct marketing channels and to identify key drivers of the online marketing industry.
Survey participants included over 5,000 marketing executives from Fortune 500 brands, top publishers and leading advertising and media agencies. This survey was conducted in association with the Direct Marketing Association Email Experience Council and other media partners in December 2009.
The results of the survey reveal significant optimism towards 2010 marketing and advertising spending, after a decline in 2009, and nearly three-quarters (73.6%) believe that advertising revenues will increase in 2010.
Regarding the perceived performance, digital marketers indentified email (39.4%) and search (23.6%) as the strongest response channels. Offline (print, TV, etc.) proved strongest for nearly 10% of all online marketers. Social media and mobile were ranked as the least strong performers.
What advertising channels performed the
strongest for your company in 2009?
An overwhelming 93.6% of survey respondents believe the digital budget allocation will increase either steadily (75.2%) or greatly (18.4%) as 2014 approaches. In contrast, more than half of the individuals surveyed (58.4%) plan to either reduce or flat-line their offline marketing budgets.
Interest in online video, mobile and other emerging digital channels has significantly increased over the last year, with 67.2% of survey respondents planning to leverage video and 54.4% planning mobile marketing initiatives for smart phones in 2010.
The survey also confirmed that marketers are extremely savvy on the social media front. 72.3% of respondents have a company Facebook page, and 72% have a company Twitter account. However, marketers remain skeptical on whether or not social media marketing results will be quantifiable by the end of this year, with 37.6% of respondents expressing uncertainty.
The Datran Media survey included an open-ended question regarding predictions of the biggest trends for 2010. Survey respondents had many thoughts on this topic, but most pointed towards innovations in measurement, mobile and social media as the biggest game-changers for the year ahead.
