Marketers are expecting an increase in their budgets over the next six months, and the majority plan to use it for acquisition activity, according to Royal Mail’s marketing tracking poll.
The survey, in association with The Marketing Society, showed an increased sense of optimism with one third of respondents predicting an increase in comparison to last year when only one quarter expected a budget increase.
Marketers’ preferred choice of channel was SEO with 45 per cent naming it the most important medium, social media followed with 42 per cent. Direct mail wasn’t seen as important as its digital counterparts but it was not forgotten with 27 per cent claiming it was a priority channel in the coming months.
The survey, conducted with over 100 of The Marketing Society’s top level marketing directors, found traditional broadcast media such as TV, radio and cinema are no longer priority channels for marketers with 24, six and 1.4 per cent, respectively, of marketers stating them as a priority.
Mark Thompson, media director at Royal Mail said, “This poll paints a positive picture for the marketing industry and indicates optimism that we will continue to climb slowly out of economic difficulty. It seems that marketers are cautiously confident for the second half of 2010 with many expecting to have more budget at their disposal.
