SAS white paper: marketing perspectives in 2014 - the revolution will be digital
Marketers are spending more money in 2014 on fewer channels. They now use an average of seven media channels compared with an average eight channels in 2012. Each channel’s average share of budget increased last year to 14 per cent in 2013 compared with 12 per cent in 2012.
With the exception of social media, every other channel is being used less heavily. Websites and email remain the most popular channels for communicating with potential customers. Ninety-four per cent of respondents use websites and 93 per cent use email. Social media is in third place.
However, the focus is not exclusively on digital, with spending on live events/experiential marketing (taking in trade shows and seminars alongside other live brand manifestations) rising. Last year, events swallowed up the highest percentage of budgets at 18 per cent compared with 15 per cent the year before; experiencing the brand in a tangible way is still important. The investment suggests that with the recession bottoming out, marketers feel less pressure to hit measurable targets and can instead concentrate on doing what they love…