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According to a survey conducted by the Round2 Communications, the marketers have shifted their preference considerably towards the digital marketing, for example, email marketing and other means through social media, during the economic recession.
While 40 per cent of the marketers are planning to increase their email marketing budget in the coming years, half of them have decided to maintain their email marketing budget in the same form, whereas 10 per cent of the remaining are planning to decrease their marketing budget through the digital medium for the upcoming years.
Almost one third of the e marketer, 31.3 per cent to be more appropriate, is planning to increase their spending towards the interactive advertising, and more than half of them (52.1 per cent) are determined to maintain their budget towards interactive advertising, while 16.7 per cent of them have planned to go for a decline.
Email marketing has been able to retrain its position at the top being the most preferred means of marketing with the e marketers. Many of the e marketers have even planned to reduce their marketing budget from other means and spend more towards email marketing technique.
Almost a quarter of email marketers, which is exactly 23.5 per cent, have indications to increase their spending on search advertising, whereas 60 per cent of them are in the favor of keeping the same search advertising budget.
The marketers are cutting down their budget from print medium and are determined to use them for digital medium, like email marketing. Due to the recent economic downturn, not only the print medium but several other mediums of advertising have suffered deterioration in the marketing budget. The print has experienced a diminution of 37.5 per cent, whereas T.V., radio and outdoor medium have undergone a downfall of 21.4 per cent, 8.9 per cent and 5.4 per cent respectively.
In the 2010, the market is ought to recover, as a result 60 per cent of the marketers are expected to retain their original marketing budget, whereas 17.3 per cent have expected to increase their budget in the year 2011. 50 per cent of the marketers expect their expenditure on marketing to reach its highest position in the year 2011, whereas one third of them expect that they would retain their original expenditure in the present year itself, which is 2010. According to these results, the digital marketing is expected to grow to an all time high.
