July 17, 2012

Marketing Research Chart: 2012 budgets suggest a new role for email marketing

SUMMARY: Where does email marketing sit in your organization’s 2012 budget? We surveyed 2,735 marketers to find out how their organizations prioritize email marketing in this year’s line-up. The results of our study suggest an emerging role for email marketing.
by W. Jeffrey Rice, Senior Research Analyst

Marketing Research Chart: Organizations increasing and decreasing marketing budgets -- the impact on tactics

Q. How do you foresee budgets for the following marketing tactics changing from 2011 to 2012?

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According to our recent Email Marketing Benchmark Survey, the shift from outbound to inbound marketing tactics continues in the projected budgets for 2012. Online tactics such as websites, social media, search and email marketing are most often used to attract prospects into the Marketing-Sales funnel through shared content. The majority of organizations are increasing budgets in all four areas by more than 40%, with very little decrease.

New to this exclusive group is mobile marketing. Mobile marketing is in the early stages of widespread implementation, but the change in consumer lifestyle, combined with the channel’s ability to interact with a customer on the run, creates an opportunity ripe for investment.

For additional research data and insights about email marketing, download and read the free Executive Summary from MarketingSherpa’s 2012 Email Marketing Benchmark Report – Research and Insights for Engaging Email Subscribers.

Useful links related to this research

Email Marketing Trends: The results from 6 live polls conducted at Email Summit 2012

Mobile Email Marketing: 53% higher clickthrough rate for mobile-optimized newsletter

Random Apps of Kindness: Using mobile for nonprofit and cause-based marketing

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