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Marketers: Shifting to Digital; Email, Search Perform Best

April 1, 2010
  |  7,918 views

Most marketing executives cite email or search marketing as their company's top-performing advertising channel in 2009—39.4% and 23.6%, respectively—and over nine in ten (93.6%) say they plan to increase their budget allocation to digital marketing in the next five years, according to the Fourth Annual Marketing and Media Survey from Datran Media.

Just 9.4% of marketers cited offline channels as their most effective response channel last year. Another 4.7% cited social media, while mobile marketing, still in its early stages, was cited by 0.8% of marketers.

Below, other findings from the Fourth Annual Marketing and Media Survey from Datran Media.

Budget Shifts to Online in 2010 and Beyond


Among marketers who plan to increase investments in digital marketing, 75.2% say their allocations will increase steadily as 2014 approaches, while 18.4% say their allocations will increase greatly.

Moreover, 58.4% plan to reduce or keep flat their offline marketing budgets.

In 2010, most marketers (59.8%) are allocating over one-half of their overall multichannel advertising to digital channels. Another 15.2% of marketers are allocating 30-50% of their budgets to digital, and 7.1% of marketers are allocating 20-29% to digital.


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  • by Jimmy Woo Fri Apr 2, 2010 via web

    Wonder what were the companies in this sampling? B2B, B2C?

    I can understand if the customers of the sampling are electronic based distribution/logistic... Can a conventional company shift its advertising budget massively to 'electronic' just like that?

    I dont remember seeing any research report that shows increase of internet users to that spike yet.

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