Some 49% of marketers expect their online spending to grow this year with dollars flowing to e-mail marketing (55.5%), banner ads (37.6%) and e-mail newsletters (44.9%) among other tactics, according to PROMO’s annual Interactive Marketer Trends Study, which was released yesterday during the Interactive Marketing Summit in Las Vegas.
And as a signal that marketers are taking new media more seriously, 65% are developing their own online campaigns as part of a larger promotional strategy.
Still, not everyone is increasing their budgets. Some 35% expect online spending to remain flat this year. ROI continues to be a challenge, with 14% of respondents admitting that they don’t even measure ROI. Some 28% can’t compare online and offline returns.
“Marketers rely on online tactics more than ever as a core part of their strategies. Almost 65% of respondents told us that they develop online promotions as part of their overall marketing strategy,” said Larry Jaffee, editor in chief of PROMO.
Click here to Download the full report with charts.
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