Marketers Spending Close To Half Their Budgets Online

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Nearly half  (47%) of all marketing budgets are now spent online according to a joint survey by Hearst Electronics Group and Goldstein Group Communications (GGC).

"The sense of urgency to move to online marketing has been felt by leading marketing organizations for some time now, but the extent to which budgets have been re- defined is dramatic," said GGC President Joel Goldstein.

"While traditional media still play a role in building a balanced program, clearly online spending for webcasts, search engine marketing and generating online content are now seen as the primary drivers of branding and lead generation for most companies."

Marketers Spending Close To Half Their Budgets Online

Goldstein noted that it’s likely the increased pressure for program measurability and accountability in 2009 budgets is also a factor in pushing campaigns to more online spending.

Part of the reason marketers are shifting their budgets online may be tied to lead quality. Marketers say the single best source for leads is their Web site, at 24 percent, followed closely by search engines at 19 percent.

"When web development, search engine marketing and webcasts are combined, marketers today are spending 47 percent of total budgets on online tactics," said Goldstein. "This includes online video and social media, which are very small portions of the budget today but are expected to grow rapidly during the next few years."

Search engine marketing currently accounts for 11 percent of budgets, when including organic as well as pay-per-click campaigns.

"The value of strong brand recognition can be found typically in your company’s own server logs, the database that identifies what words or phrases people have typed in to Google or Yahoo! in order to find your site," said Hearst VP Publishing Director William Barron.

"The dominant phrase is likely to be your company’s own name or product names. While ideally you’re building search engine visibility to reach new people who don’t know you, the approach still must be centered around balanced brand-building so the market knows your name and you carry some level of visibility in your space."


Marketers Spending Close To Half Their Budgets Online
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  • http://www.datachieve.com David

    The focus of every entry on WebProNews is the Comments box, which means that everytime I follow a link to read a story, the page automatically scrolls past all of the content to the bottom of the page. Kinda makes me want to go elsewhere.

    David Layton

    • Chris Crum

      This seems to be an IE-only thing that occurs only when users are not logged in, and is an issue that is being looked into.

      • Chris Crum

        Problem solved. Some back end issue with the CMS.

  • http://inchoo.net Toni Anicic

    This data makes me really happy as an online marketer :) I only hope that marketers in less developed countries around the world start to realize the potential of online advertising and invest more then 2-8% budget in to it (which is the case with most less developed countries)

  • http://netdate.dk Dating Jones

    Wow – that’s a lot more than I expected! Even though I can see on our dating site that it must be up in that league, we get a lot of big campaigns from the biggest companies, on big budgets.

  • http://www.century21town-country.com/blog Tom

    We spend nearly 70% of our marketing budget online. It really is the best (only) way for real estate to go. It’s hard to sell an experience in a 1″ x 1″ print ad.

    • http://www.diamondonnet.com/ Diamonds

      Not to mention that print ads are quite expensive. We did it a couple times but there was no way of monitoring if they worked on not.

  • http://www.seochester.co.uk/internet-marketing-business.html Online Marketing Chester

    Online marketing is the most profitable I.E. higher return on investment and also more friendly to companies I.E. more targeted marketing campaign statistics are readily available and easy to aquire to help improve the marketing effectiveness. :)

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