> SURVEY
‘Marketers are continuing to move their budgets online. Some traditional forms of advertising are losing out to advertising across a bewildering array of digital channels’
Aileen O’Toole, managing director, Amas On the move online
range of risks. More than 400 Irish marketers participated in the 2011 Irish
I
Digital Marketing Sentiment Survey, which examined key trends around online marketing, including how social media websites like Facebook, LinkedIn and Twitter are being leveraged in the overall marketing mix. Of the participants, 61pc are responsible for mar- keting budgets in their organisations.
32 Marketing Age Volume 5 Issue 1 2011
rish marketers are moving an increasing amount of their budgets online and ever more likely to be using social media for marketing and communication purposes, according to a new survey from internet consultancy Amas in partnership with the Marketing Institute of Ireland. The survey also found, however, that while marketers believe social media presents major opportunities, it also carries a
A newsurvey fromAmas and theMII confirms that Irish marketers are shifting their budgets towards digital
’ The survey reveals a significant shift online of marketing budgets
over the last year.While 74pc of respondents said they spent between zero (19pc) and 20pc of their marketing budget online this time last year, 64.4pc are spending up to 20pc on online at the moment, with just 8.4pc saying they still spend nothing on this medium. Digital’s gain has primarily been at the expense of print over the
last three years, according to the survey. Nearly a fifth of respon- dents (19pc) said they had moved up to 10pc of their budget from print to digital during that period; 13.5pc said they had moved 11 to 20pc of budget from the medium; and 10.3pc said they’d moved over 20pc. Some 41pc of marketers said they’d moved budget from direct mail to online. “The survey is a barometer of changing marketing behaviour in Ireland,” said Aileen O’Toole, managing director of Amas. “The
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