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BizReport : Email Marketing : December 14, 2010

2011 Trend: Email and Social hot with marketers

A new survey from Strongmail points to email and social media as hotspots for brands and marketers in the New Year. The survey, conducted by Zoomerang, finds that only about half of brands will increase marketing budgets but reallocation of the marketing spend will be a priority in 2011.

by Kristina Knight

Researchers polled more than 900 businesses and found that email (65% plan to use) and social media (57% plan to use) will be the top marketing slots for brands in 2011. Direct Mail and Events/Shows will be the biggest losers, with both categories topping the Decreased Spend category.

"As marketers head into 2011, they are focused on increasing subscriber engagement through increased relevancy and automating lifecycle communications," said Ryan Deutsch, vice president of strategic services at StrongMail. "While it's clear that marketers are struggling with insufficient resources, this is a challenge that can be easily overcome with the right marketing partner. Our own experience helping clients improve their marketing programs corroborates this finding, as we're seeing a steady increase in demand for our strategic services."

Researchers further found:

• 93% of marketers plan to 'at least maintain' their ad spending in 2011
• 41% bemoan a lack of resources as their leading ad challenge
• 52% of businesses want to increase engagement
• 41% plan to increase search ad spending

Why email and social? Because of the targeting capabilities and the sheer number of consumers engaging within the spaces. With email, brands are expected to increase segementation and targeting to get more direct messages before more engaged consumers. And for social, brands are expected to make Facebook a priority for their business; Twitter is expected to hold a place of importance for brands, but Facebook is the king at this point.

Tags: 2011 trends, email marketing, social marketing, StrongMail

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