A majority of marketers believe that the web will be their fastest growing channel for revenue in 2003, according to a study out today from marketing company DoubleClick Inc. 63% of 200 marketers DoubleClick surveyed expect their web sites to be the most likely channel for revenue growth next year. Consequently, they’re expecting declines in telemarketing, catalog and reseller revenue.
In addition, 57% expect to increase their e-mail marketing in 2003, DoubleClick reports.
DoubleClick says 82% of marketers use the web for brand awareness vs. 52% who are using it for direct response. The study also reports that when branding awareness is the primary objective, online advertising is perceived as nearly as effective as print, rating a 4.1 out of 5 from marketers compared to 4.2 out of 5 for print.
"It's encouraging to see that online advertising and e-mail have become
higher priorities in the marketing mix; the study shows that if budgets had to be cut, radio and out of home advertising are more likely than either e-mail or online to be eliminated," said Doug Knopper, vice president and general manager, online advertising solutions, DoubleClick.
But while they are embracing the web, only 44% of marketers reported having measurement tools in place, with the majority of marketers claiming that clicks and hits are their measurement tools for online advertising. 33% of marketers said they are unsure about the effectiveness of online advertising, and 29% complained about inconsistent reporting. As for e-mail marketing, 35% of marketers said they are concerned about spam and privacy issues depressing response rates.
The study was developed by DoubleClick and executed by Greenfield Online in conjunction with Beyond Interactive in October.
Back...
