In a new survey by Alterian, a marketing software provider says that marketers will turn their attention online in 2007. Out of 500 direct marketers and service providers surveyed 85 percent said they expect to increase their online marketing budgets. The projected spending increase is the largest since the survey began in 2003.
Eighty-one percent said the primary focus would be on increasing the amount spent on email marketing. 94 percent of those surveyed that said they would decrease offline spending plan to increase their online spending.
When it comes to integrating email marketing with other channels 35 percent of respondents said their email activity was integrated with all other channels. 26 percent said their email is at least integrated with other online channels. Just 18 percent said they use email as lone channel.
As far as analysis of their email campaigns 70 percent said they apply only basic or no analysis. 29 percent said they carry out a full analysis of their email campaigns.
Close to half or 44 percent of marketers run their email activities in-house. Twenty-nine percent outsource email marketing to email service providers and 15 percent send the work to agencies.
“The 2006 survey shows positive trends for the marketing industry in general, and a well defined shift in spending and activity as marketers are moving towards true integration backed by analysis and successful supplier relationships,” commented David Eldridge, Alterian’s chief executive officer. “Challenges remain, but these results certainly indicate tremendous opportunities for marketers to use email and online marketing techniques linked with traditional direct marketing tactics to establish competitive advantages and serve customers better than ever.”
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Mike is a staff writer for Murdok. Visit Murdok for the latest ebusiness news.
