The world’s economic future in 2012 seems bleak, and could become even bleaker.
The debt crisis in Europe still has not been fully resolved. Greece is getting it’s financial affairs in order, but there are other problems within the European Union.
Italy, Spain and Portugal have to also get their economic houses in order.
France may well have future budget and debt problems.
If Europe has an economic slowdown in 2012 that could stop the United States’ fragile economic recovery.
That economic ripple from Europe could also slow growth in China and the rest of Asia.
According to Chris Marriott, vice president of agency services at StrongMail:
“While email marketing leads the pack in terms of increased of investment in 2012, the data also reveals that marketers need to overcome key challenges around data integration and resource constraints….Whether managing and optimizing existing email marketing programs or enabling integration with social media and mobile, there is a real opportunity for full-service email marketing providers like StrongMail to help companies get the most out of their interactive marketing investments in 2012.”
The survey also found:
- 60% plan to increase the email marketing budget.
- 55% plan to spend more on social media.
- 37% plan to increase spending on mobile & search.
- More than two-thirds of businesses plan to integrate social media & email.
- 47% plan to increase investment in using email to drive growth in social media such as Twitter & corporate Facebook.
- One-third plan to increase spending mobile marketing.
- 29% will increase spending on mobile apps.
- 20% will increase spending on SMS alerts.
However, business leaders can’t totally agree on the benefits of mobile marketing:
- 35% believe it is a great way to expand their customer base & build loyalty.
- 29% believe it can expand their reach.
- 28% believe it builds consumer awareness.
- 7% believe mobile marketing is of no value whatsoever.
Business leaders outlined what results they expected by increasing their email marketing budgets in 2012:
- 48% expect to increase subscriber engagement.
- 44% expect to improve segmentation and targeting.
- 32% expect to see their opt-in email lists grow.
Email’s measurability and accountability put it ahead of social media, mobile and search.
While business leaders plan to increase their 2012 email budgets, 28 percent will decrease their direct mail budgets. However, a recent Epsilon Targeting study found customers prefer to receive their marketing messages via direct mail and not email.
Direct mail is not the only area of product marketing that will have a decrease in spending in 2012. Over 20 percent of business leaders will decrease their trade show and event spending.
How the world will fare in 2012 is yet to be determined. Europe, Asia and the United States all face uncertain economic futures.
Despite these dark clouds, business leaders worldwide are putting their money on online marketing and betting on a sunny economic future in 2012.