Business data shows print-based ad spend declines
Posted on 08/02/2010
A new survey shows that 41 per cent of marketers plan to reduce their expenditure on print media this year.
The study, conducted by ExactTarget and E-consultancy, found that while spending on print media such as direct mail is waning, online platforms are still performing well.
Two-thirds (66 per cent) of marketers intend to increase their spending on online marketing over the coming year, while 70 per cent of in-house marketers said they will boost their budgets for off-site social media campaigns.
The survey found that on average digital marketing currently accounts for a quarter (24 per cent) of all marketing expenditure.
Peter McCormick, general manager and co-founder of ExactTarget, said: "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."
He added that brand reputation is also becoming an important driver of the migration to digital marketing - particularly when it comes to social media.
Posted by Julie Knight, Managing Director – General Marketing, Industry News
Posted on 08/02/2010
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