Datran Media Announces Second Annual Marketing & Media Survey Results

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80% of marketers report e-mail is strongest performing media buy ahead of search and display.

As we are producing shows, it allows us to continue a conversation and keep them [consumers] interested.

Datran Media, a leading provider of digital media solutions, today released the results of its second annual survey of online marketing professionals. Conducted in December 2007, the survey of over 2,000 marketers provided unique insight about the online channels that have, and will continue to have, an impact on business.

Overall, 82 percent of the marketers surveyed by Datran Media indicated that they plan to increase their use of email marketing in 2008, and 55 percent of the respondents cite that they expect ROI from email to be higher than any other channel. Datran Media's survey results are consistent with the Direct Marketing Association's recent report, which found the ROI from email is much higher than other channels. In fact, email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display.

Marketers from 90 companies including OgilvyOne worldwide, Avenue A/Razorfish, Insurance.com, InterActive Corp., Piper Jaffray and Tickle offered valuable insight into major brands' overall positive outlook for the email channel. Across these companies and others, 67 percent of respondents stated that email has helped boost sales through other channels. In these scenarios, email is leveraged as a tool for sales well as a media channel.

Commenting on their email programs and plans for 2008, marketers shared a wide variety of thoughts.

"We expect email marketing to drive more sales and increase ROI of the email channel in 2008," said Matt Rihtar of Insurance.com.

Said Sean Kettley with Tickle and Love Happens, an online dating network that tailors messages to its membership based on interests and psychographics, "This year, we intend to test custom messaging based on horoscope based palm, tarot and zodiac matches as well as other astrological criteria."

"Email keeps us in touch with our customers in an industry where we only have contact for one or two months a year," states survey respondent Joanne Carry of dmg world media. The international exhibition and publishing company produces more than 300 market-leading trade exhibitions, consumer shows and fairs as well as 45 related magazines, newspapers, directories and market reports. "As we are producing shows, it allows us to continue a conversation and keep them [consumers] interested."

"In 2008, email will become a more significant contributor and a more important media element in the sophisticated advertiser's marketing arsenal," said Howard Koval of Hit Start.

In addition to increased use of email as a media and lead generation channel, the Datran Media survey found:

  • 80 percent of respondents indicated email was the strongest performing media buy ahead of search and display.
  • Search is favored channel for complementing the email channel.
  • More than 80 percent of marketers send targeted email campaigns.

For a complete view of survey results, please visit Datran Media Success - http://www.datranmedia.com/2008survey.

About Datran Media
Founded in 2001, Datran Media is a leading provider of performance-based marketing solutions, and is the creator of EO, the first exchange online for both inbox and web media. Datran Media also operates NetMargin, a leading media network. Datran Media completes its suite of services with StormPost, a premier email marketing and monetization platform and the first in its category to provide inbox ad inventory management. For more information, please visit http://www.datranmedia.com.


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Carla Vicens
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