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Marketing Budgets 2010 Report

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The Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report, produced by Econsultancy and global digital marketing provider ExactTarget, looks in detail at how companies are ...

The Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report, produced by Econsultancy and global digital marketing provider ExactTarget, looks in detail at how companies are allocating their offline and online marketing budget in 2010.

The report compares spending trends - and ability to measure ROI - across different 'traditional' and digital channels individually.

More than 1,000 companies, mainly from the US and UK, participated in this research, which took the form of an online survey between December 2009 and January 2010.

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Marketing Budgets 2010 Report Marketing Budgets 2010 Report Presentation Transcript

  • 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
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
  • Measuring marketing effectiveness
    |Course Title
    |4
  • | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    How does your company measure marketing effectiveness?
  • Metrics for measuring marketing effectiveness
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |6
  • Budgets
    |Course Title
    |7
  • Are you planning to increase your overall marketing budget in 2010?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |8
  • Are you planning to increase your digital marketing budget in 2010?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |9
  • How much are you going to increase your digital marketing budget by in 2010?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |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?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |11
  • Is your company planning to spend more or less budget on the following offline marketing channels in 2010?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |12
  • What percentage of your overall marketing budget is spent on digital marketing?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |13
    Average proportion of overall budget spent on digital is 24%
  • What is preventing your company from investing more money in digital marketing?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |14
  • (Agencies) What is preventing your clients from investing more money in digital marketing?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |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?
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |
    |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.
    | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |