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Print media and radio in decline as digital marketing booms

4th Feb 2010
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Increased investment in social media, mobile and email marketing will drive a 17% jump in digital marketing expenditure over the year ahead as budgets continue to migrate from more traditional TV, print and radio channels.

These are the findings of a survey undertaken among more than 1,000 in-house and agency-based marketers around the world by digital publishing and training group Econsultancy and ExactTarget, which specialises in on-demand email and one-to-one marketing.

The study entitled ‘More Money, More Channels: Marketing Budgets for 2010’ found that two-thirds of respondents plan to increase their online marketing spend during 2010, which on average accounted for 24% of their total budgets last year.

A surprising 28% said that they intended to make digital their key focus, however, while a further 30% expected online expenditure levels to remain the same. All of this comes at the expense of the likes of print media and radio - with the global survey revealing that 41% of marketers will decrease spending on print media during the year ahead.

Linus Gregoriadis, a research director at Econsultancy, emphasised the study's healthy outlook for digital marketing, with the majority of those questioned anticipating increased investment in most online channels.

"Social media marketing is the area where companies are most likely to be spending more money during 2010, but areas such as search engine marketing and email marketing will remain buoyant," he added.

Some 70% of in-house marketers said they would boost spending on off-site social media activities and use agencies in an attempt to engage with audiences on sites such as Facebook and Twitter.

But just under half of agency staff warned that their customers failed to understand digital marketing channels properly, which inhibited them from spending more in this area.


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