Online marketing could grow 62%


Studies continue to point out that marketing online is the only one that goes well rid of the crisis.

Now a study shows Alterio, from which it derives 62% of the budget sector will provide most of the strategies included within the scope of direct marketing online. The remaining 26% expected to maintain the current investment.
 

The percentage increased brand investment, in contrast to that obtained in 2006 and 2007, with 85% and 84%, respectively, is certainly lower. Yet, among the largest continuous stretches of growth in this segment since the survey began in 2003. By contrast, investment in offline marketing provides a substantial decrease in the coming months, a trend that continues from 2005.

 

The findings of the study are clear: they are still less than half (47%), professionals who analyze data on marketing campaigns that they do. With more than 50% of global respondents who faces a decision without an objective knowledge of the ROI of their marketing activities.

 

Under this premise, it appears that so far the tactics they use online tools and the vast majority of marketing professionals in the strategic mix banners, search engines and e-mail. And 2009 will be a priority in the search engine positioning, e-mail marketing, social networks and pay-per-click campaigns.

 

The main reasons why the departments in this direction are the low cost per action, control and measurement capability of the process, the speed with which you can create and launch new campaigns with new messages and offers, targeted new audiences, and the ability to segment on an immediate and extreme level of detail. For these reasons, coupled with the need for adaptation to new consumer habits, which devotes 20% of their time to live in the network.

 

Despite the importance of conducting an exhaustive analysis, for 32% of professionals within the marketing departments is one of its greatest difficulties, followed by the management of multichannel campaigns (20%) and strategy development (18%).

 

Despite this consideration on the value of the site is significant that it is actually 50% less than the average of the marketing professionals who see the Web as a primary channel within its strategy. Thus, around 10% who consider it important to support its online strategy, nearly 28% who consider it important to support your online and offline activity and 20% who consider it basic but vital.

 

The integrated platform, a dream that can not be

Furthermore, with regard to the applications used by experts to launch marketing campaign highlights the fact that 73% used 3 or more applications for its creation and implementation and 23% 7 or more. This leads to the conclusion that the integration of marketing applications into a single platform with all the necessary services is yet to come.

 

The variety of applications is wide, as shown in the figure opposite. A manager noted that the campaign is the most used, followed by e-mail marketing tools and web content management. The email and web marketing are considered two of the tools necessary to generate leads and customer loyalty.

 

Marketing Directo 29/01/2009