Increased investment in social media, mobile and email marketing will drive a 17% jump in digital marketing expenditure over the year ahead as budgets continue to migrate from more traditional TV, print and radio channels.
These are
the findings of a survey undertaken among more than 1,000 in-house and
agency-based marketers around the world by digital publishing and training
group Econsultancy
and ExactTarget,
which specialises in on-demand email and one-to-one marketing.
The study
entitled ‘More Money, More Channels: Marketing Budgets for 2010’ found that
two-thirds of respondents plan to increase their online marketing spend during
2010, which on average accounted for 24% of their total budgets last year.
A surprising
28% said that they intended to make digital their key focus, however, while a
further 30% expected online expenditure levels to remain the same. All of this
comes at the expense of the likes of print media and radio - with the global
survey revealing that 41% of marketers will decrease spending on print media
during the year ahead.
Linus
Gregoriadis, a research director at Econsultancy, emphasised
the study's healthy outlook for digital marketing, with the majority
of those questioned anticipating increased investment in most online 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," he added.
Some 70% of
in-house marketers said they would boost spending on off-site social media
activities and use agencies in an attempt to engage with audiences on sites
such as Facebook and Twitter.
But just
under half of agency staff warned that their customers failed to understand
digital marketing channels properly, which inhibited them from spending more in
this area.
Comments
Post has no comments.