UK marketers call for increased performance based marketing in 2010
- Added:
- Mar 12, 2010
Most UK marketers expect to increase their digital budgets this year, although consumers are expected to remain thrifty during the current economic climate, according to a new poll.
The study, from affiliate network LinkShare surveyed marketing professionals, during TFM&A London 2010.
Over half of respondents believed 2010 would bring more performance based marketing, with 34% saying there would be a greater emphasis on measurement and ROI and 25% thought there would be an increased focus on targeted campaigns rather than mass-marketing techniques.
When asked what they expected to happen to digital marketing budgets markets in 2010, over two thirds (69%) of respondents agreed budgets will see an increase over the year – a positive sign for the industry as a whole.
Despite this increase, consumer habits are expected to remain largely the same, with 66% of marketers agreeing that consumers will stay with their new ‘bargain hunting’ habits even post-recession.
On industry trends, social media unsurprisingly is still a hot topic with marketers. Almost three quarters (74%) said social media would have the most influence on digital marketing campaigns this year.
The next most popular choice was online vouchers and offers at 17%, reflecting the price conscious consumer. More creative techniques, such as interactive games, online video and augmented reality were not a focus receiving just 3% of the vote.
Looking at the planning of online marketing activities during 2010, respondents were asked which online formats they considered the most important. This received a mixed response, with a quarter (25%) of respondents agreeing vouchers, promotions or special offers were most significant.
Perhaps losing some ground on previous focus, ads on professional social networks and sponsored search engine links received 17%, with ads on personal social networks lower at 14%. Interactive ad banners (pop-ups, roll-downs) were chosen by just one in ten marketers (10%), along with video advertising, 9%.
“The research is a positive sign for the industry as we move out of the recession. Marketers are looking to spend more in 2010 and are continuing to develop their digital marketing strategies in line with consumer buying habits”, says Liane Dietrich, MD, LinkShare UK.
“The call for an increase in performance based marketing is certainly in line with what we are seeing from our own customers, looking to fine-tune their online marketing initiatives in 2010. Affiliate marketing provides a good opportunity for those wishing to adopt this approach, as it is a targeted online marketing tool which can be closely monitored and tailored for the client to maximise ROI,” Dietrich added.
LinkShare surveyed 115 marketing professionals during the Technology for Marketing & Advertising (TFM&A) exhibition in London on 23rd March 2010.
Source: www.linkshare.co.uk
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