News Article

The majority of businesses will increase marketing expenditure on email and social media campaigns next year, making them the top two areas of investment, according to new research.

StrongMail's Marketing Trends Survey shows a more positive outlook from executives going into next year, with 89 per cent of business leaders planning to maintain or increase advertising spend.

Email marketing is the area which will see the biggest increase in spending, with 69 per cent of respondents planning to do so, while 59 per cent plan to devote more funds to social media campaigns.

Search marketing came third with 42 per cent, while the same number plan to slash spending on direct mail.

Bill Wagner, executive vice president of business operations at the researcher, said: "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 monetise their efforts."

A joint study by Econsultancy and bigmouthmedia supports these results, with 86 per cent of marketers planning to spend more on social media campaigns next year.

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Published: 3 Dec 2009