A survey of senior marketing executives revealed that one in five companies spends more than 45% of its marketing budget on target marketing. An additional two out of five firms spends 15% to 45% of their marketing budgets on targeted marketing.
Three-quarters of companies plan higher investments in database management this year. Three out of five firms planning to spend more on e-mail, Web design and data quality initiatives; and more than half plan to spend more on search marketing, according the survey.
Among the 281 firms surveyed Web sites, search engine optimization and e-mail marketing were viewed as mission critical by 53, 43 and 41% respectively. Less than 10% viewed wireless messaging and blogs as mission critical.
Despite increased telemarketing regulation 56% of those surveyed have not curtailed outbound telemarketing.
The 2005 Executive Report: Target Marketing Priorities Analysis was conducted by CSO Insights Inc. and underwritten by Harte-Hanks Inc.
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