At a time when big brand marketing budgets have been cut about 20 percent on average,some channels, at many companies, are getting more funding: social media, Web site development, online advertising, and email marketing.
Traditional media is taking a hit, though. About 67 percent of big brand marketers say they have decreased spending on TV, print, radio and magazines (click on image for larger view).
About 52 percent say they have decreased spending on direct mail.
But 47 percent of respondents say they are spending 47 percent more on social media. About seven percent say they are spending less.
About 44 percent are spending more on Web sites, while 22 percent say they are spending less. Online advertising is being hiked at 40 percent of firms, while declining at 27 percent of companies. Email marketing is up at 38 percent of firms and down at 11 percent of big brand companies.
Perhaps significantly, the top two reasons why spending is being cut, the logic is a combination of tight budgets and inability to track ROI or track results.
That is important going forward as the recession will end. Budgets will grow again. But the desire for quantifiable returns of some sort will remain. And that will favor online and mobile campaigns.
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