Despite economic concerns, businesses will continue to invest in key marketing programs in the coming year, according to the 2009 Marketing Outlook survey conducted by Zoomerang and released by StrongMail Systems, Inc. the leading provider of commercial-grade solutions for marketing and transactional email.
Results from the Zoomerang survey show that more than half (51%) of the nearly 1,000 global business leader participants plan to increase their marketing budgets in 2009 to focus on programs that yield a higher return on investment (ROI), such as email marketing and search, while many will decrease spending on costly, less targeted programs like advertising and trade shows.
StrongMail’s 2009 Marketing Outlook study found that only 37% expect to see a decrease in sales in 2009 due to current economic conditions; 22% believe their customers will spend about the same in 2009 as in 2008; and 19% think their customers will spend more next year.
Respondents across industries, with strong representation in retail, financial services, technology, and media and entertainment sectors, indicate that they plan to direct marketing budgets towards more personalized programs that will enable them to compete more effectively for customer dollars. As such, nearly three-quarters (73%) of companies that plan to increase marketing budgets in 2009 will bolster email marketing programs, while 44% will add dollars to their search marketing campaigns. Those professionals decreasing budgets in 2009 will cut spend on marketing programs that don’t typically generate as lucrative a return, such as advertising (29%) and trade shows (19 %), whereas only 4% of the companies surveyed plan to cut their email marketing budgets.
Nearly all businesses (81%) will either use the information available to them via customer databases, analytics tools or other resources to send more relevant emails to customers and prospects in 2009, or are currently considering tools to help them do so. Additionally, a significant number of organizations plan to experiment with new programs in 2009 to raise visibility and increase sales, like offering free-trials, promoting product giveaways and integrating social media strategies.
One great analytics tool you can use in your customer outreach program is online surveys. Whether you are already using online surveys or are just now considering them be sure to visit the Zoomerang Customer Satisfaction Survey Center. The Center is designed to help you get the most out of your online survey experience with the many survey templates available that you can easily customize, as well as the proven tips and suggestions offered regarding both survey creation and deployment. Zoomerang wants you to have the most successful survey campaign you can in order to give you the insight you need on exactly what your customers are thinking.