US Marketers Cautiously Optimistic About 2002 Budgets, Finds DoubleClick
A study of nearly 200 marketing professionals in the US shows marketers to be cautiously optimistic about the growth of their media budgets for the remainder of 2002.
The survey found that 23% of marketers expect their budgets to decline year on year in 2002, whilst 27% expected them to remain the same; the remaining 50% believe that budgets will increase this year.
Relative to other forms of marketing, direct response TV, channel marketing, email and online marketing are expected to see increases in budgets in 2002. Traditional media, including TV, print and radio are predicted to see a small decrease in relative spending, whilst telemarketing, direct mail and catalogue marketing are predicted to experience the largest relative decline.
Online advertising was cited as the third most commonly used form of advertising, behind print and direct mail and slightly ahead of TV, radio and email.
DoubleClick says that growth in the share of the marketing mix for email and web ads “reflects the increased sophistication in online and email creative, optimization and targeting, the growing number of studies that demonstrate the effectiveness of online and email marketing, and the growing audience that is reached by marketing online and by email.”