Digital marketing sentiment survey 2012

Methodology

• Online questionnaire conducted in March – April 2012 by AMAS and the Marketing Institute of Ireland (MII)

• Emails were sent out to MII members requesting they partake in the survey

• 348 responses• Profile of respondents:

• 82% have budget planning responsibilities• 86% have budget spend responsibilities• Over one third of respondents (37.8%) work in the B2B

services sector, 17.0% in consumer services and 11.2% in consumer packaged goods

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Online includes Search Engine Optimisation (SEO), Search Engine Marketing (SEM) such as Google AdWords campaigns, online advertising, email campaigns, podcasts and other forms of online marketing and promotion.

1 in 5 respondentscurrently spend more than 50% of their marketing budget

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Email marketing remains important to marketers - more than 2/3 of respondents saying they use email campaigns

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Customer engagement and value for money are the top reasons marketers use online marketing

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Almost three in five respondents said they get more accountable ROI from online marketing compared with other marketing channels.

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Cinema

Outdoor PREvents Phone

Direct MailNewspapersTelevision

RadioMagazines

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Don’t use social media

Other

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¾ marketers agreed that social media allows them to understand their audiences better

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