MAM

US marketers cautiously optimistic, says DoubleClick survey

New York headquartered DoubleClick, which provides marketing tools for advertisers, direct marketers and web publishers, has released the results of its Marketing Spending Index, the first of a bi-annual survey designed to track trends and acceptance of both offline and online marketing tools.



The study that covered nearly 200 US marketing professionals shows marketers to be cautiously optimistic about the growth of their media budgets for the remainder of 2002. It also reveals that websites have already become a critical sales channel, and a larger proportion of respondents expect web sales to increase over the next 12 months than any other sales channel.



The study that also tracked the usage, spending and perceived effectiveness and revenue impact of various tools in the marketing mix found that while 23 per cent of respondents expect 2002 marketing budgets to decline from 2001 levels, 27 per cent expect them to stay the same and 50 per cent expect them to increase. Email budgets, in particular, are expected to increase, with 61 per cent of respondents expecting their email marketing budgets to grow over the next twelve months.





Relative to other forms of marketing, email (+17 per cent) and online marketing (+9 per cent), along with direct response TV (+18 per cent) and channel marketing (+15 per cent) are expected to see increases in budgets in 2002. Traditional media including TV (-1 per cent) print (-1.4 per cent) and radio (-2.3 per cent) are expected to see a small decrease in relative spending, while telemarketing (-7 per cent), direct mail (-7 per cent) and catalog marketing (-13 per cent) are expected to see the largest relative decline. Online advertising was cited as the third most commonly used form of advertising (54 per cent) behind print (86 per cent) and direct mail (58 per cent), and slightly ahead of TV (53 per cent), radio (47 per cent) and email (44 per cent).



Relative Growth/Decline of Marketing Budgets (per cent)

Direct response TV + 18

Email + 17

Channel marketing + 15

Online marketing + 9

TV - 1 Print - 1.4

Radio - 2.3

Telemarketing - 7

Direct mail - 7

Catalogue marketing - 13



According to the survey, websites account for 12 per cent of respondents' sales, the third largest revenue source behind retail (30 per cent) and a direct sales force (28 per cent). Additional sales channels include resellers (11 per cent), telephone (nine per cent) and catalogs (seven per cent). In addition, three quarters of respondents (74 per cent) expect revenue generated online to further increase during the next 12 months, the study says.



Websites were also described as the second most pervasive sales channel with more than 55 per cent of respondents selling their products or services online. Almost 60 per cent use a direct sales force and 48 per cent use retail stores. Other channels include resellers (37 per cent), telephone (37 per cent) and catalogues (31 per cent).

The survey found that only 56 per cent of companies have tools in place for measuring the effectiveness of online advertising, while 60 per cent have tools for measuring email. 65 per cent of marketers have tools to measure their TV and promotions.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/frzad.jpg?itok=nhuWmuH5
MTV & HP provide ‘Fame-istan’ to budding filmmakers

Freedom of expression is considered to be a basic necessity for human beings to live a full life. It is a reflection of a healthy and democratic nation. More often than not cinema is considered as a classic means of expression of thoughts and freedom. MTV, the voice of the youth, along with HP Inc....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/vinod-nair.jpg?itok=APHwsF_8
Network bags Mahindra Lifespace creative mandate

Network Advertising, an independent advertising, has announced that it has bagged the above-the-line creative mandate for Mahindra Lifespace Developers Limited, following a multi-agency pitch. To be serviced out of Network’s Mumbai office, the mandate includes all B2C and B2B projects across India...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/engage.jpg?itok=sSmVS_Xx
ITC TVC: 'Engage' in playful chemistry

Engage, a fragrance brand, has unveiled a new thematic campaign to introduce its range of pure intense perfume sprays for men and women. In this new television commercial, Engage reflects on its brand core to capture the intrigue and excitement of couples in love, engaging in playful chemistry. It...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/Music%20run.jpg?itok=Oco9ODJ2
Bengaluru’s Fastrack Music Run attracts 8,000 footfalls

BENGALURU: Braving torrential rain, 8,000 people came to the Bengaluru leg of the Fastrack Music Run on Saturday, 19 August 2017. The event creators Fresh Events Global, The Music Run™, managed to rope in a r of sponsors – these included Titan Company Limited’s funky brand Fastrack as the title...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/2_0.jpg?itok=vYpLYbUo
Guest Column: Are you good enough to be a CEO: The 4 'Selfie' Check-up

It is within everyone’s grasp to be a CEO.  There are secret opportunities hidden inside every failure.  Life is not really a solo sport – even if you’re the CEO.  Being a CEO is at least twice as hard as the next hardest position in a company.  It is really, really hard.  This is especially true...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/Untitled-1.jpg?itok=pN16_FoF
Anil S Nair inducted into Saatchi & Saatchi global leadership team

MUMBAI: L&K Saatchi & Saatchi India CEO and MD Anil S Nair has been inducted into the new global leadership team of Saatchi & Saatchi. The new team under the able leadership of Magnus Djaba, Global President, Saatchi & Saatchi is looking at building the future of the Saatchi brand...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/mccafe.jpg?itok=N2RvyH_X
'McCafé for everything' digital campaign launched

McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/vi.jpg?itok=x_hqfALu
Vizeum wins media mandate for Bauli India

Vizeum, the full-service media agency from Dentsu Aegis Network, has bagged the media mandate for Bauli India Bakes & Sweets, following a multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/digital-display.jpg?itok=_FAr0SjC
36% more active digital display ads this month

The whole world is going digital and so is digital advertising with advertisers vying hard to capture quality publishers. In turn, there are a lot more publishers competing for marketers too. And both sides are constantly looking at new tech and services to grab a larger piece of pie from the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories