Media Usage Survey 2015

Direct marketing media budgets increased markedly last year, and they show no signs of backsliding in 2015, according to Target Marketing's "2015 Media Usage Survey." Respondents appear to be embracing opportunities in search and display advertising to introduce their brands to new cu...

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Bibliographic Details
Published in:Target Marketing 2015-03, Vol.38 (2), p.20
Main Authors: McGee, Thorin, Zimmerman, Jeremy
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Advertising media
Budgets
Digital marketing
Direct marketing
Polls & surveys
Retention
Search engines
Social networks
Trends
Websites
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Summary:Direct marketing media budgets increased markedly last year, and they show no signs of backsliding in 2015, according to Target Marketing's "2015 Media Usage Survey." Respondents appear to be embracing opportunities in search and display advertising to introduce their brands to new customers in a way they haven't seen in years. The outlook is even rosier when looking at acquisition and retention budgets. Only about 5% of marketers plan to decrease budgets for acquisition or retention, while 42% are increasing acquisition budgets, and 32% are increasing retention budgets. Social media advertising is now the fifth-most-used media, according to the survey, bumping direct mail out of the top five. Search engine marketing, advertising on outside Web sites and social media advertising are all fairly similar mediums -- and a rising tide is lifting all the boats in this harbor. Building a competent and successful integrated marketing strategy is a long journey, and there's no one right way to get to where you're going. Diversity is key.
ISSN:0889-5333