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Email Marketing: statistics
Email Marketing budgets are increasing while traditional advertising decreases
- 05/03/05
Email Marketing - along with search and online display ads - will benefit from marketers’
shift in spending from traditional to online advertising channels, according to a marketing forecast by
Forrester Research.
INCREASE IN ONLINE BUDGET, DECREASE IN TRADITIONAL ADVERTISING
A new Forrester survey finds that 84% of marketers plan to increase online ad budgets in 2005.
Almost half of the 99 leading marketers surveyed, plan to decrease spending
on
traditional advertising channels like magazines, direct mail, and newspapers to fund an increase in
online ad spending in 2005; they also feel that online channels will become more effective over the next three years.
While marketers surveyed believe that online advertising channels, such as search engine marketing, online display ads, and email marketing will continue to become more effective
compared to traditional channels, barriers that include a lack of online advertising standards and hands-on experience have kept marketers from fully embracing online channels.
Forrester analyst Charlene Li noted that, even though online ad spending is growing at a rapid clip, marketers may still be
underplaying the online channel.
"There is a large disparity between the amount of time consumers are spending online and the money marketers are spending trying to reach them online," she said. "When at-work Internet use is taken into consideration, online consumers spend more than one-third of their time online — roughly the same amount of time they spend watching TV. Yet marketers spend only 4% of ad budgets online versus 25% on TV."
TOTAL U.S. ONLINE ADVERTISING +23% IN 2005
Total US online advertising and marketing spending will reach $14.7 billion in 2005, a
23 percent increase over 2004 and will rise to $26 Billion by 2010, representing 8 percent of total advertising spending in 2010 — rivaling ad spending on cable/satellite TV and radio.
To go back to the index of the Email Marketing-statistics section, click here
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