Facts & Stats

Nearly 90% of marketers surveyed said they still feel the affects of the recession and 75% said the recession has hurt their business.

Email marketing services provider Silverpop surveyed 300 email marketers in November and found 36% of them didn't think the recession would end anytime soon, although only a fifth thought the economy wouldn't improve before the fourth quarter of 2010.

Four out of ten marketers reported that their email budgets in 2010 would increase but 47% said their budgets would stay the same.

more facts »

News & Articles

Email marketers remain cautious for 2010 • Haymarket Media
read »

Change in Social Marketing Budget from 2009 to 2010, by Industry Sector • MarketingShepra LLC read »

more articles »

Home / Resources / Facts & Stats

Facts & Stats

According to a study made this summer in CEE region by Linea Directa Communications, a direct marketing and call centre company, companies with small marketing budgets dominate in terms of study participants, budgets undering 250.000 € being reported especially in Hungary (89,4%), Russia (88,6%) and Romania (85,4%).(I-Newswire.com)

The biggest budgets, above 1.000.000€ are meet in small percentages in Czech (5,4%), Slovakia (4,9%), Poland (4,5%) and Slovenia (4,3%).(I-Newswire.com)

In 2009 the biggest cuts in marketing budgets are made in Russia (28,6%) and Romania (22,7%), companies reducing budgets up to 30%. Similar budgets as in 2008 are in big percentages in Hungary (44,4%), Slovenia (43,9%) and Poland (43,4%).(I-Newswire.com)

On the other hand, there are also companies investing in marketing communications, countries such as Russia (19,6%), Poland (19,2%) or Slovenia (16,2%).(I-Newswire.com)

In Czech is the biggest percentage of companies outsourcing direct marketing activities (74,4%), followed by Poland (61,5%) and Romania (36,5).(I-Newswire.com)

On the over hand, 84,8% of companies are not outsourcing in Hungary, 74,6% in Slovakia, 68,6% in Slovenia and 46,7% in Russia.(I-Newswire.com)

26% expect no change in marketing budget from 2008(ultra-internet-income.com)

44% expect a budget decrease between 1% – 25% • Only 6% expect a budget increase of more than 25%(ultra-internet-income.com)

23% expect a budget increase between 1%-24% • 47% of those budgets which were decreased was due to the economic climate(ultra-internet-income.com)

SMEs are spending a 180% greater proportion of their budgets on blogging/social media and 36% greater on SEO than businesses with 50 employees or more.(ultra-internet-income.com)

SMEs are using their budgets on paid and organic search (30% of budget); eMail marketing (11%); telemarketing (8%); printed direct mail (8%) and exhibitions (6%).(ultra-internet-income.com)

The remaining 23% of their budgets includes PR etc. Inbound Marketing is considered far more effective (for companies of all sizes) when compared to Outbound Marketing.(ultra-internet-income.com)

Nearly half (40%) of email marketers plan on increasing their budgets for the channel in 2010 and 47 percent said their budgets would stay the same, according to a new survey by Silverpop.(GoSocial.us)

In the coming year, more than half (52%) of email marketers said increasing customer loyalty was a top email marketing goal.(GoSocial.us)

Overall, 51 percent of respondents want to drive incremental revenue with their email program; 65 percent of those with larger email budgets says that's that their top goal in 2010(GoSocial.us)

Overall, more than eight out of 10 (84 percent) plan to include social media into their email programs in the coming year, and 38 percent will add SMS.(GoSocial.us)

Marketers with budget increases are even more likely to add these to their programs; 89 percent will incorporate social media and 44 percent SMS.(GoSocial.us)

(Emarketing Newsletter)

In Marketing Sherpa’s latest study they found that social media marketing budgets are taking a massive leap in 2010 while traditional budgets continue to go down.(WordPress)

(WordPress)

Of the companies surveyed, 79 percent in the retail and e-commerce industry and 76 percent in media and publishing said they would fatten social marketing budgets in 2010.(Microsoft)

55 percent of software and tech companies plan to spend more selling itself on social networks as well as 54 percent of business and consumer service companies.(Microsoft)

More than half in manufacturing and travel in leisure said the same, while 43 percent of those in education in health care will pay more.(Microsoft)

The economic recovery will result in the resumption of delayed outsourcing deals and increased hiring but uncertainty remains and this could drive M&A, according to the IAOP which has listed 10 trends to watch in 2010.(Decision News Media SAS)

The IAOP predicts that Central and South America will take market share away from Asia-Pacific and that this increased competition between countries will lead drive differentiation.(Decision News Media SAS)

The IAOP expects that outsourcing practices in 2010 will continue to be impacted by increased need for environmental awareness and social responsibility.(Decision News Media SAS)

The human factor will account for nearly 60% of social marketing expenditures next year including staff salaries for blogging, content development, social monitoring, etc.(MarketingShepra LLC)

Another 20% of the budget will go outside the organization to agencies, consultancies and other social marketing service providers.(MarketingShepra LLC)

Nearly 90% of marketers surveyed said they still feel the affects of the recession and 75% said the recession has hurt their business.(Haymarket Media)

Email marketing services provider Silverpop surveyed 300 email marketers in November and found 36% of them didn't think the recession would end anytime soon, although only a fifth thought the economy wouldn't improve before the fourth quarter of 2010.(Haymarket Media)

Four out of ten marketers reported that their email budgets in 2010 would increase but 47% said their budgets would stay the same.(Haymarket Media)

Over half of respondents said increasing customer loyalty was a top priority and 51% want to drive incremental revenue with their email program.(Haymarket Media)

The biggest challenge for 37% of marketers in 2010 will be ‘inbox clutter' with Forrester Research estimating consumers will receive more than 9,000 email marketing messages a year by 2014.(Haymarket Media)

Out of the respondents surveyed, 20% said they will struggle with timely and relevant content in 2010.(Haymarket Media)

To ensure emails are welcomed, 27% of marketers surveyed plan to incorporate behavioural marketing for the first time and and 26% will use surveys to gather customer data.(Haymarket Media)

Overall, more than 84% plan to include social media into their email programs in the coming year, and 38% will add SMS.(Haymarket Media)

The top 100 U.S. advertisers cut advertising spending by 2.7% last year, only the fourth spending drop since 1956. Last year's slide compared with declines of 0.4% in 1970, 3.9% in 1991 and 1.3% in 2001, all recession years. (Ad Age)

Procter & Gamble Co. remained the nation's largest advertiser, though their estimated total U.S. advertising spending fell 6.6% to $4.8 billion. (Ad Age)

The 2.7% spending decline calculated by Ad Age for the 100 LNA reflects a drop of 3.8% in measured media, tempered by a 1.2% decline in unmeasured disciplines. (Ad Age)

Media such as TV and print accounted for 56.5% of top marketers' U.S. advertising spending in 2008, down from 57.2% in 2007. The rest of spending came from unmeasured fields, including direct marketing and promotion. (Ad Age)

In a recent survey, nine out of 10 respondents said supplier relationship management would grow in importance, but a significant number of procurement functions were ill-equipped to manage it effectively. (Supply & Demand Chain Executive)

Fifty-seven percent of respondents in the same survey acknowledged that the time they spent on supplier relationship management was insufficient, 47 percent had not trained staff in relationship management skills. (Supply & Demand Chain Executive)

53 percent of respondents did not have designated teams or account managers in place to deal with key suppliers. (Supply & Demand Chain Executive)

More than a quarter of marketers surveyed said from half to all of their marketing is done via digital channels, and nearly 40% foresee that in 12 months from half to all their marketing will be done via digital channels (MarketingCharts)

Couponing will account for $6.6 billion of marketing dollars in 2009. (Promotion Marketing Association)

In 2009, marketers will spend a total of $14.9 billion on sponsorship. (Promotion Marketing Association)

Mobile marketing spend is on the rise, with $878 million to be spent in this area in 2009. (Promotion Marketing Association)

Direct marketing remains the largest outlay for marketers, with a total of $173.2 billion to be spent in 2009. (Promotion Marketing Association)

Marketers will spend a total of $9.0 billion on event marketing in 2009. (Promotion Marketing Association)

This year, marketers will spend a total of $3.1 billion on branded entertainment. (Promotion Marketing Association)

Marketers will spend a total of $143.11 billion on advertising across television, newspapers, magazines, internet and radio in 2009. TNS Media Intelligence)

Procurement and supply management professionals earned 6.8% more in 2008 over 2007, or an average annual salary of US$98,117 including base salaries and bonuses. The median salary, however, was slightly lower at about US$84,000. (Procurement Asia)

Advertising revenue from direct mail is expected to plunge 39%, from $49.7 billion in annual spending in 2008 to $29.8 billion, by the end of 2013. (DM News)

The majority (52%) of marketers are already making changes to plans and budgets as a result of the economic crisis. (Marketing Profs)

66.5% of marketers will increase their online spending in 2009. (BtoB Magazine, January 2009)

U.S. companies spend $550 billion on retail marketing, 25% of which is spent on media advertising. (Brandweek)

68.3% marketers cited e-mail marketing as the top tactic they plan to spend the most on in 2009. (BtoB Magazine, January 2009)

Due to the economic crisis, 65% of marketers are expecting negative effects on marketing overall. (Marketing Profs)

60% of all marketers said they would be increasing their online budgets. (Marketing Profs)

Online advertising, which includes display, search, video, and other categories, is expected to tally $25.4 billion in spending in 2009 and $29.1 billion in 2010. (Jack Meyers Media Business Report Forecast, May 2009)

Video, social networks, widgets, and other media is expected to grow from $1.2 billion to $1.4 billion between 2009-2010, which is a 20 percent increase from 2008. (Jack Meyers Media Business Report Forecast, May 2009)

Whether the market continues to fluctuate or falls into a recession, 75% of marketers expect the impact of the economic crisis will extend through 2009 and into 2010. (Marketing Profs)

Video advertising spending will rise by 45% in 2009 to reach $850 million. (e-Marketer)

Online platforms that will see significance budget increases in 2009 are search marketing (50%), Online Video (46.6%) and social media (46.6%), webcasts (42.9%), banners (30.6%) and sponsorships (25.7%). (BtoB Magazine, January 2009)

Custom-publishing spending accounted for 27% of the overall marketing budget in 2007, an increase from 24% in 2006 and 13% in 2004. (Veronis Suhler Stevenson)

In 2007, marketers spent $55.3 billion on direct mail: $34.5 billion on non-catalog direct mail and $20.8 billion on catalog direct mail. (DMA)

Traditional media platforms that will see increased spending in 2009 include direct mail (36.9%), events (31.0%), telemarketing (21.8%) and print (20.6%). (BtoB Magazine, January 2009)

Spending for outsourced custom publishing was $5.5 billion in 2007. The segment had a 16.5% average annual growth rate from 2002-to-2007. An 11% average annual growth rate is projected for 2008 through 2012, with spending reaching $9.2 billion in 2012. (Veronis Suhler Stevenson)

85% of marketers will be reducing their use of traditional marketing vehicles. (Marketing Profs)

Search marketing spending will grow by 14.9% in 2009 to $12.3 billion. (e-Marketer)

Advertisers’ spending on traditional media remains significant - with print capturing 35.5% of spending ($147.0 billion) and events at 12.5% of the total ($51.7 billion). (Marketing Charts)

Four in ten marketers (42%) have established in-house ad agencies - and most of them say they did so with the intent of achieving cost efficiencies/cost savings - according to a survey of Association of National Advertisers (ANA) member companies. (Marketing Charts)

 

Annual Advertising Expenditure
(From TNS Media Intelligence)
Television $64.42 billion
Magazines $30.33 billion
Newspapers $26.36 billion
Internet (display ads only) $11.31 billion
Radio $10.69 billion

 

98% (of in-house agencies) have US production facilities, with a few companies maintaining offshore facilities. (Marketing Charts)

Revenues from U.S. B-to-B media company trade shows grew 4.3% last year, although the Fourth Quarter was less encouraging with an 18.5% decline over Q4 2007 (American Business Media)

Overall, the B-to-B industry saw a 2.2% decline in revenues as growth in revenues from live events, online and data products offset declines in magazine revenues. (Trade Show Executive)

 

Annual Consumer Marketing Expenditure
(From the Promotion Marketing Association)
Category Total Spend
Direct marketing $173.2 billion
Media advertising $149.0 billion
Licensing $66.6 billion
Promotions $45.8 billion
Sports marketing $29.9 billion
In-store marketing $25.0 billion
Online marketing $21.2 billion
Sponsorships $14.9 billion
Yellow Pages Directories $14.6 billion
Event & experiential marketing $9.0 billion
Customer relationship management software $8.9 billion
Search engine marketing $8.8 billion
Market research $8.0 billion
Coupons $6.6 billion
Custom publishing $5.5 billion
Branded entertainment $3.1 billion
Email marketing $2.7 billion
Loyalty programs $2.0 billion
Sampling $1.8 billion
Cause marketing $1.4 billion
Word-of-Mouth $1.3 billion
Social marketing $920 million
Mobile marketing $878 million
Behavioral targeting $575 million
TOTAL $2 trillion