As we all know, a company’s media plan is crafted based on a mix of effectiveness and glamor. All you need to do is look at the money spent on Super Bowl ads to know that cost per point is not the only way media buyers make their recommendations.
This very traditional approach to media planning has now reached Web 2.0
Internet Marketing company Datran Media just released the results of their 3rd annual survey of marketing activity. The survey was sent to over 3,000 industry executives from Fortune 1000 brands and leading interactive agencies including Sony, Macy’s, Razorfish and RAPP.
One of the most interesting findings of the study is that while over 70% of the companies plan to include Social Media in their marketing plans, only 49% believe that Social Media is actually effective.
On the other hand the use of Email marketing, one of the least glamorous media, is expected to increase (if that’s humanly possible). While everyone complains about SPAM and their in-box overflowing - marketers believe that Email remains a highly effective and cost efficient channel.
Not surprisingly, 72% of the respondents expected Email (and its cousin Newsletters) to grow in 2009. Other growth areas included Search and Social Media. While Display advertising and Offline Media are expected to shrink.
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