E-mail near the top among marketing tools slated for increased spending
E-mail is near the top among marketing tools slated for increased spending this year, says DoubleClick
With web sites now accounting for 12% of revenue, e-mail and other online marketing will rise higher in the marketing mix, while catalog spending is expected to drop.
For companies that operate a web site in addition to other channels about 12% of revenues are coming from the web site, according to a new study by DoubleClick Inc. The survey ranked web sties third as a revenue source behind retail, which accounted for an average 30% of revenue, and a direct sales force, which accounted for an average 28% of revenue. Nearly three quarters of the companies surveyed, 74%, say they expect the percentage of revenue generated online to increase over the next year.
DoubleClick’s survey, the Marketing Spending Index, is the first in what will be a twice-yearly release of data on the use of both online and offline marketing tools. The survey of 200 marketers in retail and eight other industries such as consumer package goods, health care and technology, found that 27% of those surveyed expect marketing budgets to stay the same this year, while 50% expect them to increase from 2001 levels.
E-mail marketing budgets, in particular, are slated for increases this year, with 61% of the respondents expecting them to grow over the next 12 months, at an average increase of 17% over last year’s levels. Spending on other online marketing tools is expected to increase by about 9% over the next year, the survey found.
“As companies` revenue from their web sites increases, online and e-mail marketing are inevitably becoming larger components of the marketing mix,” says Susan Sachatello, DoubleClick’s chief marketing officer.
Marketing spending on direct response TV is slated for the biggest increase, 18%, according to the survey, while spending on catalog marketing is expected to see the largest decline over the next 12 months, 13%.
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