Marketers turning to social and viral campaigns- survey
- Added:
- May 30, 2008
While marketers are spending most of their online budgets on search, email and pay per click, they are increasingly turning to social and viral media, according to a new survey.
The findings from the study, carried out by the Online Marketing and Media Show (OMMS), indicate that marketers are no longer spending their marketing budgets on traditional banner advertising, making way for the growth in interactive mediums like social media and viral marketing.
The survey was targeted at exhibitors and delegates who will be attending the OMMS 2008 event which takes place on 24th & 25th June 2008, at the Business Design Centre in London.
Overall online marketing spend continues to increase, with over a third of all survey respondents revealing that up to 25% of their marketing budget will be dedicated purely to online marketing and media this year. This is a 15% increase over predicted spend in 2007.
Measuring response, search marketing and online campaign planning were identified as the top three priority areas for understanding and education. Despite the current lack of understanding in these areas, marketers are reluctant to outsource the development of their online strategy.
Less than half of respondents indicated that they plan on working with a digital agency in the next 12 months.
Sally Maltby, Event Director for OMMS 2008 commented: “Marketers want to invest their marketing budget where they can get tangible, clear results. Historically, search, SEO and pay per click campaigns have been the leaders for this reason. Now marketers want to engage with their audience beyond the first click. As the industry starts seeing improved measurement tools in place for social media, marketers will begin experimenting and investing more online.”
The survey also revealed that 75% of respondents generate more accountable return on investment (ROI) from their online marketing and media activity than their more traditional marketing tools.
In line with the majority of respondents recognising online and social media as an area for growth, 62% said they would be comfortable advertising their brand on a social networking site.
Michael Nutley, Editor in chief of New Media Age and OMMS conference producer said: “We’ve seen from the survey results that marketers want to extend their understanding of new marketing tools before trying them out. With this in mind, the OMMS 2008 conference agenda has been put together to showcase the next phase of web marketing tools available and demonstrate how brands have successfully used them so others can learn from these experiences.”
To find out more about the latest online developments in marketing and advertising and how to effectively integrate online with offline, visit The Online Marketing and Media Show 2008, on 24th – 25th June at the Business Design Centre, Islington, London.