Studies continue to point out that online marketing will be the only one to emerge unscathed from the crisis. Now this is confirmed by a study by Alterian , which shows that 62% of the sector will allocate more budget to strategies within the scope of online direct marketing. The remaining 26% plan to maintain current investment.
The percentage of investment growth, compared to the bc data taiwan 85% and 84% growth in 2006 and 2007, respectively, is certainly lower. But it is still one of the highest growth rates in this segment since the study began in 2003. On the other hand, investment in offline marketing is expected to decline substantially in the coming months, a trend that has continued since 2005.
The conclusions of the study are overwhelming: still less than half (47%) of professionals analyse data on the marketing campaigns they carry out. Therefore, more than 50% of the total interviewed face decision-making without objective knowledge of the ROI of their marketing actions.
Based on this premise, it can be seen that, to date, the online tactics and tools used by the vast majority of marketing professionals in their strategic mix are banners, search engines and e-mail. And in 2009, search engine positioning, e-mail marketing, social networks and pay-per-click campaigns will take priority.