Krishna De has an interesting post at her Biz Growth News blog. A recent survey by AMAS with members of the Marketing Institute of Ireland shows that over half of those surveyed are earmarking at least 10% of their overall budgets to online marketing.
What jumps out at me though is the breakdown of where that money is being spent. The top three online marketing types are email (used by 64% of respondents), SEO (46%) and banner ads (41%).
These figures worry me a little as, with the exception of SEO, the bulk of spend appears to be going into what are essentially traditional marketing methods moved online – email being the new direct mail and banner ads being the online equivalent of print ads.
The good news is that only 14% of those surveyed are ignoring the internet altogether (down from 30% just one year ago). Moreover, the types of online activity being discussed are much more than just having a website – from blogging to online PR the trend for Irish businesses is certainly towards a more holistic approach to online marketing.
In other words, if you’re a small business without an online strategy, you’re missing the boat.
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Hi Mark, I agree that it is a little surprising that banner adverts are getting such a high percentage of spend. When you refer to SEO does that include PPC? I would have thought that PPC was the best form of online marketing. I wonder what percentage of these members have a marketing plan (as distinct from marketing on the fly).
I’m not sure where PPC comes into the results but I’d agree it’s probably the best form of online advertising available – though not necessarily the best form of online marketing.
That crown would likely go to either content, SEO, social media / networking or PPC – depending on who you ask and in what industry.
(although I’m willing to hear arguments in favour of anyone’s personal favourite)
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