Marketers Focus on E-Mail for 2009

REPRINTED FROM KEN RADIO

E-mail leads all other channels by a wide margin in terms of performance for their companies. 80.4% of more than 3,000 executives surveyed chose e-mail as a strong advertising performer, compared to 56.8% who chose search, the second leading performer. e-mail is a proven means to develop one-on-one communications and provide valuable and relevant content. Latest research shows the effectiveness of these programs which drive online and offline behavior, from applying for credit cards to opening new accounts and selecting investment products.

In addition:

* 42.1% chose online display advertising as a strong performer
* 32.8% selected offline media, such as television and print
* 32.1% chose direct mail
* 22.9% selected social media
* 9.2% chose mobile marketing

Most Important Online Marketing Consideration in 2009

* How to engage customers and be more relevant in their everyday lives
* The proper way to speak to our customers
* How to maximize behavioral targeting in email and display marketing efforts
* How to better leverage email, search and social networking
* Finding a way to monetize social media
* Diversifying online advertising campaigns to include more emerging technologies
* Going all digital with marketing efforts
* Targeted direct marketing based on user online behavior
* Increase on our email marketing spend for better segmentation and targeting
* Make on-line marketing more measurable
* Offline budget shift to online to supplement currently program