E-mail most popular digital marketing tool
By Erina Lin, Wednesday 26 September 2007 at 22:35 :: Advertising :: #616 :: rss
Most marketers worldwide use e-mails in their campaigns, according to a new survey conducted by McKinsey.
This study surveyed 311 marketing executives globally, and found that 83 percent used e-mails, ahead of display ads (73 percent), and paid search (63 percent).
McKinsey also asked about the future of online marketing. By 2010, the Web is generally considered part of the first two stages of the buyer's decision-making process — product awareness and information gathering — for most consumers.
More than 25 percent of respondents planned to increase their e-mail spending in the next three years, but plans to increase spending on e-mails mean they may lose some budget to paid search and other tactics.
E-mail marketing is also prevalent in the United States. Nearly 73 percent of U.S. marketers in a Penton Media Custom Research study said that e-mail was one of their online and mobile tactics.
Newsletters were also popular, picked by at least 60 percent of U.S. marketers, while banner ads, online promotions and blogs still lagged behind.
More details about the e-mail marketing report can be found here.
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