PRINTER newsFebruary 2011
Print in the Mix
Marketing Trends Survey: Positive Economic Outlook for Global Budget Expenditures in 2011
According to StrongMail's “2011 Marketing Trends” survey that provides insight into global plans to budget and prioritize marketing dollars in 2011, half of the businesses plan to increase their marketing budgets this year and another 43 percent plan to maintain current levels.
E-mail marketing (65 percent) and social media (57 percent) will be the top areas of investment in 2011, followed by Search (41 percent).
Direct mail (36 percent) and trade shows/events (33 percent) are the top targets for decreased spend—an improvement over the prior survey, which found marketers reducing spend by 42 percent and 44 percent, respectively.
Social Media Initiatives
Among social media initiatives, Facebook is the biggest priority (35 percent), followed by viral/referral marketing programs (22 percent). Marketing via Twitter and implementing social media management technology tied for third place (21 percent).
Awareness building (63 percent) is the primary goal for social media marketing initiatives, followed by loyalty acquisition (54 percent) and reaching new audiences (42 percent). Social media marketing is seen by respondents as least effective at generating leads and revenue.
E-Mail Marketing Initiatives
The top e-mail marketing initiatives for 2011 are increasing subscriber engagement (52 percent), improving segmentation and targeting (49 percent), and integrating social media and e-mail marketing (43 percent). Seven out of 10 (71 percent) of respondents state their organizations have already integrated e-mail and social media, or plan to in 2011.
To read this Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
At Menomonee Falls, WI-based Burton & Mayer, Bill Gibson, who recently completed his term as chairman of Printing Industries of America, has been tapped as the company's new regional manager of sales for the metropolitan Chicago area.
James Fetherston is the new president and CEO at Stevens Point, WI-based Worzalla Publishing. He succeeds Charles Nason, who will retire in June but continue to serve as chairman of the company's board of directors. Fetherston previously served at Walsworth Print Group as vice president of sales and marketing.