Marketing Budgets 2010 Report

SUMMARY: Marketing Budgets 2010: Effectiveness, Measurement &Allocation Report
Linus Gregoriadis, Research Director
linus.gregoriadis@econsultancy.com
@LinusGreg
Website: http://econsultancy.com
Twitter: @Econsultancy
In association with ExactTargethttp://econsultancy.com/reports/marketing-budgets-2010
(full report) http://pages.exacttarget.com/etlpv2?v=69(Free ExactTarget briefing)

Methodology
Online survey December 2009/January 2010
More than 1,000 respondents, including:
648 client-side organisations
385 agency / supplier-side respondents
Most respondents US (45%) or UK (33%) based
| Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |

Contents (full report)
Allocatingmarketing budgets (art or science)
Measuring marketing effectiveness (metrics used)
Change in overall and digital marketing budgets
Change in budgets for specific digital channels
- Affiliate marketing, display, email, mobile, paid search, SEO and social media
Change in budgets for specific offline marketing channels
- Direct mail, print media, radio, telemarketing, television
Measuring effectiveness and R.O.I
Frequency of R.O.I measurement

Measuring marketing effectiveness
|Course Title
|4

How does your company measure marketing effectiveness?

Metrics for measuring marketing effectiveness
|6

Budgets
|Course Title
|7

Are you planning to increase your overall marketing budget in 2010?
|8

Are you planning to increase your digital marketing budget in 2010?
|9

How much are you going to increase your digital marketing budget by in 2010?
|10
Average increase of digital budget is 17%

Is your company planning to spend more or less budget on the following digital marketing channels in 2010?
|11

Is your company planning to spend more or less budget on the following offline marketing channels in 2010?
|12

What percentage of your overall marketing budget is spent on digital marketing?
|13
Average proportion of overall budget spent on digital is 24%

What is preventing your company from investing more money in digital marketing?
|14

(Agencies) What is preventing your clients from investing more money in digital marketing?
|15

Problems and challenges
“
Our business does not understand how to use digital marketing alongside client services or business development initiatives...
Though we can measure our current activity, we're not sure what else we should be doing. There are many opportunities, but which are best?
Many of our senior staff do not understand digital marketing and only support it somewhat; there is very little time or interest dedicated to studying the results of our digital marketing endeavours from our data analyst.
Our company culture and ‘old-school’ mentality.
”
“
”
“
”
“
”

Understanding ROI
|Course Title
|17

How do you rate your ability to measure ROI from the following digital channels?
|18

Questions?
Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis@econsultancy.com
@LinusGreg (Twitter)
Morgan Stewart, Director of Research and Strategy, ExactTarget
mstewart@exacttarget.com
@mostew (Twitter)
Download the full report:
http://econsultancy.com/reports/marketing-budgets-2010
Download free ExactTarget briefing:
http://pages.exacttarget.com/etlpv2?v=69
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010.

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Marketing Budgets 2010 Report

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