It’s somewhat reassuring to read today that more than 75% of marketers in the UK plan to either maintain or increase their expenditure levels during the second half of this year. The results of a survey by The Marketing Society in conjunction with Royal Mail (to survey over 100 of its members, all of which are senior client-side executives) indicates that a general level of confidence is returning to the Marcomms industry.
Some 33% of respondents predicted budgets would expand in the closing six months of 2010, and 54% expected to follow the same pattern of investment as at present. By contrast, only 13% of participants forecast a decline in communications support during this period. In similar research conducted last year, just 26% of the panel believed spending would rise, and 49% thought the resources allocated to their department were likely to remain unchanged.
The priorities and objectives for marketing spend were also highlighted – 19% outlined a focus on retaining existing customers, 15% emphasised brand-building, 10% hoped to encourage “upselling”, 7% aimed to measure ROI better and 1.4% prioritised re-establishing lapsed relationships.
And online media is being seen as key to success with search engine optimisation named as the most important media channel by 45% of the sample, with social networks on 42% and advocacy/word of mouth on 37%. What was not good news for Royal Mail is that email marketing is considered to be more important at 28% vs postal direct mail at 27%.
Data sourced from Royal Mail and Warc 04 August 2010
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