Email still most popular online promo tool for marketers - survey
Email remains the most popular online promotional format for Irish marketers, according to the second Online Marketing Sentiment Survey, conducted by AMAS among members of the Marketing Institute of Ireland (MII).
The survey of 171 people was carried out via an online questionnaire in late October/early November.
Some 65pc of respondents said they use email marketing campaigns to spread their message and drive action or uptake. The next most popular choice is SEO, which 48pc of marketers are using for promotional purposes, followed by social networking and blogs at 44pc. Video and audio content was a preferred format for 25pc of respondents.
LinkedIn was found to be the most popular social networking site used by marketers for marketing or promotional purposes. It is used by 45pc of respondents, compared with 42pc using Facebook and 40pc using Twitter.
The survey found that more than 90pc of marketers are now spending some of their budget online, with 47pc allocating at least 10pc of their spend to this channel, up from 30pc last year. Forty-six percent of the sample said they are able to measure return on investment better through online marketing compared with traditional formats.
“Online is moving from the periphery to centre stage,” said Aileen O’Toole, managing director of AMAS. “Advertising spend has been in freefall in 2009 but online advertising is relatively buoyant, because marketers realise they are getting good, tangible returns and also that they can get more for less.”
“Over the coming years, online in Ireland will continue to win out against traditional media, following the pattern evident in other larger markets. In the UK, the latest figures from the Internet Advertising Bureau show online as the top advertising category, overtaking TV for the first time.”
Source: http://www.businessandleadership.com