Blackfriars has announced it new report on marketing direction as decision maker (vs. marketers) see it. The report is due March 1., 2006 and it shows a 10 percent drop in share of traditional advertising of total ad spend, according to an article by Erik Sass on Media Daily News 'Survey: Marketers To Slash Ad Spending, Focus On Buzz'
Marketing 2006 - 2006's Timid Start
Quote from Blackfrairs Blog:
"Blackfriars has been noting a shift away from advertising to more non-traditional marketing efforts for about six months now. And with our new survey, we can now see more detail around what that shift looks like. As we look at 2006, the new marketing landscape is quite different from when we started looking at marketing budgets, attitudes, and spending back in 2003. What's different this year is:
- Advertising is shrinking as a percentage of budgets. When we started our surveys more than two years ago, advertising was king, consuming nearly a third of marketing budgets. With this year, that number has fallen to only 23%, or less than a quarter.
- On-line marketing has become huge. With our new surveys this year, we are now tracking online advertising, email marketing, and non-advertising-based Internet marketing through web sites, blogs, and podcasts. The bombshell: On-line activities are now 23 percent of marketing budgets for 2006. Why the change? Companies have found on-line marketing to be more efficient and more measurable than traditional media, making it an easy sale to corporate executives.
- Non-traditional marketing become, well, traditional.. Buzz, word-of-mouth, and viral marketing were pretty radical ideas in 2003. Now, companies are allocating almost a tenth of their annual budgets to these activities, and they have become just another arrow in the professional marketer's quiver."
Or you can pre-order the 20 pg. report from Blackfriars
The B2B Digital Marketing Shift