Interactive Marketing Has Increasing Support of Marketers
The fact that marketers have placed a bigger emphasis on ROI during the recession is nothing new, but new data published by PROMO magazine offers a unique peek into this trend.
The “2009 Promo Interactive Marketing Survey” reveals that 34.0 percent of respondents think interactive marketing ROI will surpass traditional marketing in 2009. This reflects a sizable increase from 21.6 percent of respondents who said the same in 2008, and 25.9 percent who said the same in 2007.
This compares to 13.9 percent of respondents who think interactive marketing ROI will be equally profitable as traditional marketing, compared to 11.5 percent in 2008 and 16.0 percent in 2007.
Another 7.4 percent think that interactive marketing ROI will be less profitable than traditional marketing this year, compared to 4.7 percent in 2008 and 8.4 percent in 2007.
Nine percent of respondents said they do not measure ROI, compared to 10.1 percent in 2008 and 14.4 percent in 2007.
Additionally, 28.7 percent of respondents said they do not know how interactive marketing ROI will compare with traditional marketing ROI this year, compared to 39.2 percent in 2008 and 27.8 percent in 2007.
Seven percent said that the subject does not apply, compared to 10.1 percent last year and 7.6 percent in 2007.
E-mail marketing will be the most used interactive marketing tactic in 2009, as 74.4 percent of respondents said they will use the channel. This marks an increase from 73.0 percent who said the same in 2008 and 72.6 percent who said the same in 2007.
E-mail newsletters are the second most popular interactive marketing tactic this year for U.S. marketers, with 70.5 percent saying they will use the method, compared to 63.5 percent in 2008 and 60.8 percent in 2007.
Online promotions is the third most popular interactive marketing tactic this year, with 46.5 percent of respondents saying they will use them, followed by online display ads (40.9 percent), SEO (39.0 percent) and corporate blogs (38.6 percent).
Social network promotions (34.3 percent), Web-based sweeps and contests (28.7 percent), paid search ads (28.3 percent), viral campaigns (28.0 percent) and SMS and digital coupons (26.0 percent) all received healthy responses as well.
Source:
