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Email, Social, and Mobile Are Marketers' 2013 Budget Priorities

by Lenna Garibian  |  
December 13, 2012

Email, social media, and mobile rank as marketers' top spending priorities for 2013, according to a survey from StrongMail: 55.5% of marketing executives say they plan to increase spending on email campaigns in 2013; 51.8% plan to boost spend on social media; and 42.8% plan to up their spend on mobile marketing.

In addition, 39.8% of surveyed marketing executives plan to increase spending on search marketing in 2013.

By contrast, tactics such public relations (13.9%) and direct mail (15.4%) will likely take a back seat in the coming year, according to the findings. 

Total marketing budgets are set to rise in 2013: 89.1% of marketing execs plan to increase (45.2%) or maintain spend (43.9%), a slight decrease from the 92% who planned to do so for 2012.

Below, additional findings from the 2013 Marketing Trends survey by StrongMail.

Top Email Priorities

Social media is a key focus, even for email campaigns: A plurality (46.2%) of marketing execs plans to increase spend toward email marketing programs focused on social-media channel growth. In addition, roughly one-third plan to focus on promotional batch campaigns (38.8%), lifecycle programs (36.6), and newsletters (34.7%):

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Julia Thu Dec 13, 2012 via web

    It would be great to see this broken into BB and B2C, because goals are often different. For example, as a B2B company in the Financial Services space, we will not be investing in Facebook marketing.

  • by Steve Lubahn Thu Dec 13, 2012 via web

    There are lots of articles predicting what 2013 holds for marketing. This article is well thought out and nice clear graphs, aligns well with what we are seeing for our typical clients and where I believe companies should focus their marketing budgets for 2013.

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