A Canadian perspective...
(from Media in Canada)
BrandSpark: digi-media strategies to saturate 2010
by Nick Krewen
Digital, Web, Research
Have we reached social media saturation? The most recent study from marketing and research company BrandSpark International seems to indicate so: in the survey of 102 marketers, 89% said they will implement a marketing strategy that includes an online, digital or social media element this year, compared to 82% in 2009.
The study found that 53% of respondents expect to increase the percentage of their media budgets on social media, 48% expect to invest budget online advertising other than display and 41% in display. Overall, 19% of marketers have increased their spending on social networking sites for 2010.
In light of this trend, the media spend forecast for TV, direct mail, magazine and OOH is bleaker: marketers indicated a 17% decrease in TV, a 14% drop for direct mail, a 13% decline in magazine spend and an 11% reduction in OOH budgets over the next 12 months.
Over half of the marketers surveyed believe Canada is still suffering a recession, although 43% believe the business environment will improve within the next six months.
When it comes to social media, 85% of marketers are using Facebook, while one-in-four marketers surveyed tweet regularly.
What media are not picking up traction with marketers? Mobile devices: 73% of the marketers surveyed say they ignore ads that arrive on their cell phones. They cited instead magazines (43%), television (41%) and subway advertising (34%) as being the most effective.
Whether they're going digital or staying traditional, the most important issues to marketers remain static: they want to ensure that their campaigns resonate with and engage their target markets (75%), ensure that their brand remains well-positioned for growth (73%) and maximize their ROI (68%).
The survey was conducted between December 2009 and February 2010, with 55% of the respondents working for CPG companies.