Marketers: Print Budgets Down, Online Ad Spend to Grow Rapidly

Marketers are continuing to put their ad dollars online at the expense of print advertising, according to the 2008 “State of the Marketer” survey report from Eloqua, which found that 55 percent of marketers anticipate a decrease in print ad spend three years from now, reports MarketingCharts.

Spending Trends

Online advertising spend is expected grow at a rapid rate, with 90 percent of marketers saying they will continue to increase their direct online advertising budgets - and 15 percent saying they will “radically” increase online ad spend.

Moreover, some 78 percent of marketers say they will increase their social media spend; 74 percent say they will increase their direct email spend; and 65 percent say they will increase their mobile texting/SMS spend.

Overall, more than 40 percent of marketers have radically increased their budgets for online advertising from three years ago. Also…

• Some 23 percent of all marketers surveyed say they have increased their spending on Google AdWords.
• 26 percent of marketers say they have increased their direct email spending.
• 60 percent said they have kept their text and SMS spending on par with spending three years ago.
• In general, print advertising, direct mail and broadcast spend remained the same vs. three years ago

MarketingCharts has more findings from the study.

About the study: The Eloqua survey was conducted with nearly 200 U.S. marketing professionals at companies covering a variety of industries and ranging in size from $10 to $500 million in annual revenues and including industries such as business and professional services, high technology, manufacturing, retail and hospitality.