Changes in budget affecting areas of marketing investment

In evaluating your overall choices, we used a fairly standard list of traditional and more recent marketing channels, including: print, trade shows and events, direct mail, radio, press releases, video, TV, online display, email marketing, SEO/PPC, social media, mobile etc.

On the whole, reported behaviors were largely in line with not-so-recent trends across a number of industries: print is down and digital is up.

 

  • Direct mail, TV Advertising and Public relations are not used by most, and will also some of the greatest level of decrease in 2015
  • Social Media, SEO/PPC and Email marketing will in contrast see an increase in budget allocation and focus in 2015
  • Video will see the largest increase in “Start using” and a strong increase in use by those already using, reflecting the overall up trend in use of dynamic content
  • Interestingly, Radio advertising is also enjoying a regain of interest and a strong usage base among responders
  • Print media and Trade Shows will experience the largest decrease in use in 2015, though overall, trade shows will still slightly grow

 

Chart 4a – Changes in marketing investment as a result of budget changes: gainers
Changes in marketing investment as a result of budget changes: gainers
Chart 4b – Changes in marketing investment as a result of budget changes: losers
Changes in marketing investment as a result of budget changes: losers

 

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You can find other installments of our study on Key Marketing Concerns for 2015 here.

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