Promo - May 2008 - (Page 37)

Interactive Marketing Survey digitally. The number of respondents running online promotions, for example, jumped from about 37% last year to almost 47%. More than 40% run games, while 27% offer sweepstakes. Newer techniques are picking up steam. For example, almost a quarter of respondents are now doing viral marketing, compared to just over 15% last year. Mobile messaging, including mobile coupons, also showed a marked increase of more than six percentage points, to almost one in five respondents this year. “In economic down times, rather than spending money on broadcast-oriented campaigns, we think marketers will find it more palatable to spend pockets of money on developing conversations with consumers, and mobile’s good at that,” says Mark Emery, senior director of agency relations for Air2Web, which enables mobile marketing and coupon campaigns. “Mobile is a great, easy addition to offline campaigns such as print.” As for what the aim of those online campaigns might be, marketers in the 2008 survey were much more conscious Continued on page 38 2. WHERE THE MONEY WENT WHICH ONLINE PROMO TACTICS DID YOU SPEND MOST ON LAST YEAR? E-mail marketing E-mail newsletters Search optimization Online promotions Display ads Blogs Mobile text messaging (incl. digital coupons) Viral campaigns Podcasts Promos on shared video Web sites (e.g., YouTube) Promos on social networks (e.g., MySpace) Mobile video content Other Paid search ads Online games and contests Web-based sweepstakes In-game marketing Online scripted content (e.g., Webisodes) Presence in virtual worlds (e.g., Second Life) Widgets 3. STRATEGIC THINKING FOR WHICH OF THE FOLLOWING DO YOU USE INTERACTIVE MARKETING CAMPAIGNS? 58.9% 73.3% 53.2% 61.0% 54.4% 59.6% 49.8% 50.7% 41.1% 47.9% 36.5% 40.4% * 40.4% 27.0% 30.1% 30.8% 30.1% 16.3% 17.8% 17.1% 15.8% 3.0% 3.4% ■ 2007 ■ 2008 * Not measured in 2007 32.0% 8.0% 25.2% 25.5% 25.2% 21.8% 9.9% 8.8% 5.3% 6.8% 7.2% 6.1% 3.8% 2.0% 3.8% 2.0% 7.6% 3.4% 1.5% 2.0% 9.1% 10.9% * * * * * * 4.8% 4.1% 21.8% 15.0% 12.9% 55.5% 48.3% 44.9% Build brand Build loyalty 37.6% Drive consumers to a Web site Build opt-in e-mail lists Generate leads Oﬀ er incentives (e.g., coupons, discounts) Product launch Collect personal data Gain pass-along leads (e.g., forward-a-friend) Prompt cross- or upsell ■ 2007 ■ 2008 * Not measured in 2007 Award instant prizes 2.0% * 1.4% Other 0% 10 20 30 40 50 60 0% 10 20 30 40 50 60 70 80 Promo / WWW.PROMOMAGAZINE.COM / may 2008 37 http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

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