Highlights from PROMO’s first benchmark study on interactive marketing
Dot-bomb? Internet implosion? The year 2001, notorious for the nosedive taken by so many Web-based companies, was a lifetime ago for marketers, and brands have gone digital this past year as never before. But memory still counts. This time around, brand managers are motivated by more than irrational exuberance. They’re molding technology to their own ends and adapting the best of promotional marketing practice to high-tech platforms. Games, contests and sweepstakes, for example, now nearly always have some Internet component; hundreds of products are now offering online coupons in addition (or instead of) print FSIs; rewards and incentives are now often fulfilled instantly thanks to digital premiums like downloadable wallpapers, tunes and film clips. Even event producers are using digital tools to collect attendee data and extend experience beyond a one-shot.
The 2006 Benchmark Survey of Interactive Marketing tracks this reassessment. As one participant wrote in, “The shift away from traditional media to the Internet continues at a very rapid pace.” As does the shift to mobile text and video phone marketing, e-mail marketing and other digital platforms. And PROMO is tracking it.
In this report, you will learn:
- How marketers are budgeting for digital efforts
- What they hope to accomplish for their brands via the Internet and non-Web digital platforms
- What’s hotter: e-mail or search engine marketing? How marketers are prioritizing their options
- What spending may look like for 2006
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