SOURCE: Datran Media

Datran Media

April 01, 2010 08:30 ET

Datran Media Announces Fourth Annual 2010 Marketing Survey Results

Top Advertising Agencies and Brand Marketers Express Optimism on the State of the Industry

NEW YORK, NY--(Marketwire - April 1, 2010) -  Datran Media, a leading digital marketing technology company, today released the results of its fourth annual 2010 Marketing Survey of online marketing professionals. This survey broadly measures the marketing and budgeting priorities of digital marketers over the next year. The primary focus of the survey is to uncover industry perceptions regarding distinct marketing channels and to identify key drivers of the online marketing industry. Insights gathered include budget planning, intended spend, channel usage, and the perceived effectiveness of emerging and traditional channels. Survey participants included over 5,000 marketing executives from Fortune 500 brands, top publishers and leading advertising and media agencies. This survey was conducted in association with the Direct Marketing Association Email Experience Council and other media partners.

The results of the survey reveal significant optimism towards 2010 marketing and advertising spending, after a decline in 2009. Survey results also show a definitive move toward leveraging online marketing and audience measurement tools, and a focus on emerging digital and social channels for reaching target audiences. Below are a few key findings:

  • 73.6 percent of respondents believe that advertising revenues will increase in 2010.
  • 93.6 percent of respondents intend to increase budget allocation for digital marketing channels.
  • 72.8 percent of respondents use audience measurement and analytics tools to assess the success of their digital campaigns.
  • More than 50 percent of respondents have optimized campaigns based on audience measurement analytics, and more than 80 percent plan to do so in 2010 and beyond.

The results of the survey speak to a broad trend in online marketing; namely, that brand marketers and advertising agencies intend to aggressively deploy online measurement tools in order to obtain actionable business intelligence from their marketing campaigns. This trend will accelerate the budget allocation shift into measurable digital channels going forward. 

For the majority of marketers surveyed, clicks (72 percent), conversions (59.2 percent) and impressions (58.4 percent) remain the top three metrics that matter. These data points are indicative of a campaign's overall success, and the survey findings demonstrate that marketers are now fully focused on quantifying their return on investment. 87.2 percent of respondents said that they believed accurate online audience measurement was important for driving increased brand awareness, increased revenue and better campaign performance.

Regarding the perceived performance among digital channels, marketers indentified email (40 percent) and search (23.2 percent) as the strongest response channels. An overwhelming 93.6 percent of survey respondents believe the digital budget allocation will increase either steadily (75.2 percent) or greatly (18.4 percent) as 2014 approaches. In contrast, more than half of the individuals surveyed (58.4 percent) plan to either reduce or flat-line their offline marketing budgets. 

Interest in online video, mobile and other emerging digital channels has significantly increased over the last year, with 67.2 percent of survey respondents planning to leverage video and 54.4 percent planning mobile marketing initiatives for smart phones in 2010. The survey also confirmed that marketers are extremely savvy on the social media front. 72.3 percent of respondents have a company Facebook page, and 72 percent have a company Twitter account. However, marketers remain skeptical on whether or not social media marketing results will be quantifiable by the end of this year, with 37.6 percent of respondents expressing uncertainty.

2010 Industry Outlook

The Datran Media survey included an open-ended question regarding predictions of the biggest trends for 2010. Survey respondents had many thoughts on this topic, but most pointed towards innovations in measurement, mobile and social media as the biggest game-changers for the year ahead.

Some of the predictions included an increased focus on behavioral targeting and utilizing data to segment messages to appropriate audiences. Others pointed to social media monetization and measurement as essential pieces of the digital strategy mix. Of all the emerging channels, mobile is top of mind with many survey respondents. Whether it's mobile or social media, marketers agree that leveraging new and emerging channels to reach customers will require precise audience measurement and insights to guide their campaigns.

Eric Nash, director of online marketing at Stamps.com, predicts the biggest trend in 2010 will be "social media and the methods to monetize it."

Marc Haseltine, manager of email and alternative marketing at National Geographic, predicts that the online marketing industry will gain the "ability to combine multiple channels to create a full customer view."

Pranav Pandit, group director of digital strategy for OMD, Pat Asher, director of interactive media for Quigley Simpson, and Peter Platt, chief digital officer for Catalyst Direct, all agree that this will finally be the year of widespread deployment of mobile marketing campaigns.

For a complete view of survey results, please visit Datran Media Success -- http://www.datranmediasurvey2010.com.

About Datran Media

Datran Media is a leading digital marketing technology company that helps advertisers and publishers discover and reach their ideal audiences. Backed by award-winning technology and strategy, Datran Media provides digital advertising solutions, audience measurement and analytics, email marketing services and media monetization. More than 1,000 top consumer brands have relied on Datran Media to deliver campaigns that exceed their branding, acquisition, retention and monetization goals. For more information on Datran Media, visit www.datranmedia.com.

Copyright ©2010 Datran Media. All Rights Reserved. Datran Media is a registered trademark of Datran Media.

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