News & Events

Email and Social Media Marketing Are Top Areas of Investment in 2010

Survey of more than 1,000 business executives reveals positive economic outlook and significant increase in marketing budgets in coming year

Redwood City, Calif., December 2, 2009 – The majority of businesses plan to increase marketing spend in email marketing and social media in 2010, making them the top two areas of investment according to the November "2010 Marketing Trends Survey" released today by StrongMail, a leading provider of online marketing solutions for email and social media. Signaling a positive economic outlook for 2010, the industry survey of more than 1,000 global business leaders also found that 89 percent of respondents plan to increase or maintain budgets in the New Year.

The positive outlook is also supported by 50 percent of polled businesses that expect their customers to spend more in 2010 and nearly a quarter more that expect them to spend the same. Only 8 percent of businesses project their customers to spend less.

48 percent of businesses are increasing overall marketing budgets in 2010, and email and social media marketing are the two leading areas of investment at 69 percent and 59 percent respectively. Search marketing comes in third at 42 percent. Conversely, events and direct mail lead the pack in decreased spend at 44 percent and 42 percent respectively.

Social media marketing is a clear focus for businesses, with 69 percent of respondents planning to integrate it with their email marketing campaigns in 2010. However, of those who have already integrated the two channels, only 42 percent are achieving a lift in campaign performance. 35 percent report no significant lift and another 23 percent are unable to measure. Respondents identified the top three benefits of social media marketing as awareness building (64%), customer loyalty and retention (49%), and expanded reach (46%).

"As businesses are developing their marketing plans for 2010, this survey reveals a strong focus on high ROI channels like email and emerging ones like social media," said Bill Wagner, executive vice president of business operations at StrongMail. “While an unprecedented number of companies look to integrate email and social media in 2010, the data shows that companies need to adopt new tools and strategies to properly measure and monetize their efforts."

Survey Highlights

• 89% of businesses plan to increase or maintain marketing spend in 2010
• 50% of businesses expect customers to spend more; 23% to spend the same; 8% to spend less
• 69% of businesses plan to increase marketing budget for email; 59% social media; 42% search
• 69% of businesses plan to integrate email and social media in 2010
• 64% of businesses identify increasing awareness as primary value for social media

Survey Data
Access the survey results

Survey Methodology

The StrongMail “2010 Marketing Trends” survey was conducted online by Zoomerang on behalf of StrongMail. The poll, which gathered feedback from 1,057 business executives in a wide range of industries, was conducted from November 17 to November 25, 2009.

About StrongMail Systems, Inc.
StrongMail’s online marketing solutions for email and social media enable businesses to reach, engage and influence their target audience using the most powerful channels available to marketers today. StrongMail gives email marketers the control and support they need to improve campaign performance, boost deliverability and lower costs, while also leveraging the power of social media to extend the reach of their campaigns and brand to new audiences. Combining an easy-to-use email marketing application, high-performance delivery system, viral-marketing tool, social media integration, and a wide range of deliverability, strategic and supporting services, StrongMail makes it possible for companies with all levels of resources and expertise to take advantage of its proven solutions. Headquartered in Redwood City, CA, StrongMail’s clients include global leaders across virtually every industry. To learn more about StrongMail, please visit www.strongmail.com or follow us online at www.twitter.com/StrongMail or www.facebook.com/StrongMail.

MEDIA CONTACTS
Kevin Cheng
Eastwick Communications for StrongMail Systems
650-480-4080