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Businesses Spending More Money on Email Marketing in 2012

Putting together an email marketing plan can take a little work.

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.

Despite these dark economic clouds, business leaders worldwide will be spending more money in 2012 on email marketing and other online marketing.

“2012 Marketing Trends,” an international study done by StrongMail, found that 92 percent of the 939 business leaders surveyed plan to increase their marketing budgets.

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.

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About Jordan Brown

Jordan Brown is a veteran Writer/Journalist/Actor based in Harlem NYC. The DC native has also called Los Angeles, Chicago, Memphis, Pittsburgh, PA, Oslo & Bergen Norway "Home." Mr. Brown spent many years as Senior Producer at ABC, worked as War Wire Editor at Fox News Channel & Business Radio Producer at Black Enterprise. Since 2005, he has been Publisher-Editor of "The FREE Jordan Brown JOBS Report" http://www.thejbreport.blogspot.com. His personal mission is to help fellow creative media people find employment in these trouble times!