WHERE ARE MARKETERS GETTING THE MOST BANG FOR THEIR MARKETING BUDGETS?

ACCORDING TO TARGETMARKETING MAGAZINE’S 2016 MEDIA

USAGE SURVEY RESULTS

WHICH ARE COMPRISED OF…

69,913 MEMBERS FROM THE AUDIENCE

OF TARGETMARKETING MAGAZINE IN

ADDITION TO ITS SISTER MAGAZINES, TOTAL RETAIL AND NONPROFIT PRO.

THE AUDIENCE WAS FURTHER REFINED BY

SUPPRESSING LIST SERVICE FIRMS AND

CREATIVE/ADVERTISING AGENCIES TO

PRODUCE A LIST THAT WAS COMPRISED ONLY

OF MARKETERS.

OF THE RESPONDENTS TO THIS YEAR’S

SURVEY -31% ARE B2B,

29% ARE B2C, AND 40% ARE BOTH.

RESPONDENTS REPORTED ANNUAL

REVENUE AS FOLLOWS:

• 16% greater than $100 million

• 6% is $51 to $100 million;

• 20% is $5 to $50 million;

• 20% is $1 to $5 million;

• and 27% is less than $1 million

• (11% was unsure)

HERE ARE MY KEY TAKEAWAYS:

37 PERCENT OF COMPANIES ARE INCREASING THEIR MARKETING BUDGETS FOR 2016

COMPANIES WITH REVENUE $1 MILLION TO $50 MILLION ARE MOVING MUCH MORE AGGRESSIVELY WITH MORE THAN HALF (50.4%) ARE INCREASING THEIR MARKETING BUDGETS

EMAIL MARKETING IS THE MOST USED MARKETING CHANNEL OVERALL, WITH 97% REPORTING THEY USE IT IN SOME WAY

49% OF COMPANIES ARE INCREASING THEIR EMAIL MARKETING SPEND FOR 2016, WHICH IS SECOND ONLY TO SOCIAL MEDIA ENGAGEMENT (WHICH EMAIL CAN HELP WITH)

OVERALL MARKETERS STILL FIND MOBILE CONFUSING, (THEY NEED A STRATEGIC CONSULTANCY TO HELP)

EMAIL MARKETING STILL IS (BY FAR AT 83% AND 89%, RESPECTIVELY) THE BEST CHANNEL FOR CUSTOMER ACQUISITION AND RETENTION

42% OF COMPANIES ARE INCREASING THEIR CUSTOMER ACQUISITION BUDGET

24% MORE COMPANIES ARE PUSHING CONTENT MARKETING MORE THIS YEAR THAN DID LAST YEAR (INCLUDING BLOGS, NEWSLETTERS, WHITEPAPERS, AND INFOGRAPHICS)

AND LAST BUT NOT LEAST, WHICH MARKETING METHOD DELIVERS THE STRONGEST ROI?

EMAIL MARKETING BY A LANDSLIDE!

26.4% FOR CUSTOMER ACQUISITION AND A WHOPPING 44% FOR CUSTOMER RETENTION!

EMAIL MARKETING IS STILL KING OF THE MARKETING CASTLE.

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