SURVEY <


To what extent have you moved advertising/marketing spend from other media to online in the last three years?


100% _______________________________________________________________ 90% _______________________________________________________________ 80% _______________________________________________________________ 70% _______________________________________________________________ 60% _______________________________________________________________ 50% _______________________________________________________________ 40% _______________________________________________________________ 30% _______________________________________________________________ 20% _______________________________________________________________ 10% _______________________________________________________________ 0% _______________________________________________________________ Cinema Outdoor Newspapers PR Events Magazines Television Radio Phone Direct mail


4.2% 2.3%


2.3%


7.7% 4.2% 2.6%


7.4% 7.4%


3.9% 4.5%


4.9% 5.1%


6.8% 6.4%


3.9%


Don’t do any Not moved any Moved 10% or less Moved 11% to 20% Moved 21% or more


results show that 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.” Speaking about the preferred online marketing/advertising for-


mats, O’Toole noted that “rumours of the death of email are great- ly exaggerated”. For the third survey in a row, email came out as the most popular format, with 67pc using it for their campaigns.


Social media Interestingly, social networking sites and blogs come second – 55pc of respondents said they are the preferred format. Search engine optimisation takes third place at 52pc, with banner advertising fol- lowing with 49pc. Other popular formats include search engine mar- keting (36pc), online PR (34pc), audio/video (24pc), mobile advertis- ing (24pc), website sponsorship (19pc) and viral marketing (19pc). Less popular are classifieds (13pc) and games (3pc). Respondents were also asked to list their main reasons for using


onlinemarketing. Three-quarters (74.7pc) said customer engagement is very important, while 61.4pc said value is very important. Other top reasons include ability to optimise reach, ability to target and segment, measurability and the ability to capture customer information. Having an international presence and being able to sell online are less impor- tant to the majority of respondents. Asked if they currently get a more accountable return on invest-


ment from online marketing tools and media activity than from more traditional marketing tools, 48.8pc of respondents said yes


and 21.4pc said no. The survey paid particular attention to social media. Facebook


was found to be the most popular social media site, as 61.pc of respondents said their company uses it for marketing and com- munications purposes. Some 53.4pc said their company uses LinkedIn, 43.4pc said Twitter; and 30.2pc said YouTube. Just under a fifth (19.9pc) said their company doesn’t use any social media site for marketing and communications. Of those who answered, 45pc said they had been using social


media in a business context for less than a year. Just over a third (33.7pc) said they’d been using it for one to two years, while 21.3pc said they had been using it for longer. Marketers said they primarily use social media for relationship


building (84pc);creating brand awareness (76pc); listening to and monitoring online conversations about companies, brands and people (66pc); commenting (50pc); and gathering customer infor- mation (43pc). Some of the main advantages of social media, according to par- ticipants, include the ability to understand audiences better (79pc), the opportunity to make valuable connections (68pc) and cost sav- ings (46pc). On the downside, however, 61pc said social media has increased


their workloads; 51pc have concerns about damage to a company’s reputation; 52pc find it challenging to keep up to date with what’s happening in the socialmedia space; and 39pc fearmakingmistakes that can’t be corrected on social media sites.


Volume 5 Issue 1 2011 Marketing Age 33


12.9%


78.5%


23.2%


62.4%


10.3% 13.5%


19.0%


32.2%


25.1%


10.3% 7.7%


17.0% 11.3% 43.1%


45.0%


20.3% 30.5%


10.9% 8.4%


18.0%


28.3%


34.4%


10.0%


21.2%


60.5%


13.5%


28.6% 27.0%


48.2% 55.9%


12.5%


13.8%


14.8%


32.2%


26.7%


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