Irish-Digital-Marketing-Sentiment-Survey-2012

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Survey of Irish marketers use of digital marketing, social media, mobile and other internet trends

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  • Irish-Digital-Marketing-Sentiment-Survey-2012

    1. 1. Digital marketing sentiment survey 2012
    2. 2. Methodology• Online questionnaire conducted in March – April 2012 by AMAS and the Marketing Institute of Ireland (MII)• Emails were sent out to MII members requesting they partake in the survey• 348 responses• Profile of respondents: • 82% have budget planning responsibilities • 86% have budget spend responsibilities • Over one third of respondents (37.8%) work in the B2B services sector, 17.0% in consumer services and 11.2% in consumer packaged goods
    3. 3. Base= 347
    4. 4. Base 347 Base 224
    5. 5. 1 in 5 respondentscurrentlyspend more than50% of theirmarketing budget Online includes Search Engine Optimisation (SEO), Search Engine Marketing (SEM) such as Google AdWords campaigns, online advertising, email campaigns, podcasts and other forms of online marketing and promotion.
    6. 6. Base 224
    7. 7. Base = 292Email marketing remains important to marketers - more than 2/3 of respondents saying theyuse email campaigns
    8. 8. Base 292Customer engagement and value for money are the top reasons marketers use online marketing
    9. 9. Base = 292Almost three in five respondents said they get more accountable ROI from onlinemarketing compared with other marketing channels.
    10. 10. Base = 279 Outdoor PR Television Direct Mail Newspapers Events Magazines PhoneCinema Radio
    11. 11. Base = 279Don’t use Other social media
    12. 12. Base = 249
    13. 13. Base 249
    14. 14. Base 249¾ marketers agreed that social media allows them to understand their audiences better
    15. 15. Base 249
    16. 16. Base 274

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