48 percent of businesses are increasing overall marketing budgets in 2010, and email and social media marketing are the two leading areas of investment at 69 percent and 59 percent respectively. Search marketing comes in third at 42 percent. Conversely, events and direct mail lead the pack in decreased spend at 44 percent and 42 percent respectively.
Social media marketing is a clear focus for businesses, with 69 percent of respondents planning to integrate it with their email marketing campaigns in 2010. However, of those who have already integrated the two channels, only 42 percent are achieving a lift in campaign performance. 35 percent report no significant lift and another 23 percent are unable to measure. Respondents identified the top three benefits of social media marketing as awareness building (64%), customer loyalty and retention (49%), and expanded reach (46%).
"As businesses are developing their marketing plans for 2010, this survey reveals a strong focus on high ROI channels like email and emerging ones like social media," said Bill Wagner, executive vice president of business operations at StrongMail. “While an unprecedented number of companies look to integrate email and social media in 2010, the data shows that companies need to adopt new tools and strategies to properly measure and monetize their efforts."
Survey Highlights
- 89% of businesses plan to increase or maintain marketing spend in 2010
- 50% of businesses expect customers to spend more; 23% to spend the same; 8% to spend less
- 69% of businesses plan to increase marketing budget for email; 59% social media; 42% search
- 69% of businesses plan to integrate email and social media in 2010
- 64% of businesses identify increasing awareness as primary value for social media
