Promo - May 2008 - (Page 38)

Continued from page 37 than last year of the chance to create brand awareness or associations using online marketing. Almost three quarters of respondents use online marketing to build their brand with viewers. That’s about 15 points higher than last year. And 61% said they used Web advertising to strengthen customer loyalty. And while about 40% use e-mail to blast a direct-response offer for a discount on products recipients already know, the same proportion said they have made the Web an integral part of new product launches. Brand awareness also showed strong growth as a metric for judging effectiveness. However they measure it, 41.5% track results, compared to 36.5% in 2007. Engagement with Web content also gained as a marketing yardstick. One surprising finding is that 40.3% “do not know” whether interactive campaigns provide a better return on investment than offline efforts. Put that group together with the 10.4% who said they don’t measure ROI, and you’ve got more than half of marketers working without a clear notion of how cost-effective their ad dollars are. 4. THE ROI QUESTION HOW DOES ROI FOR INTERACTIVE PROMOTIONS COMPARE W/ ROI FOR TRADITIONAL PROMOTIONS? Does not apply 5. BUDGET TRENDS WILL YOUR PROMO BUDGET INCREASE THIS YEAR? Decrease 10.4% 6.1% Don’t know Interactive has better ROI 12.9% 22.2% Do not know 40.3% Both equally eﬃcient 43.6% Stay the same Increase 11.8% 37.4% Do not measure ROI of promotions 10.4% Interactive has lower ROI 4.9% 6. FINDING THE MONEY 40% 35 30 25 20 15 10 5 0 ge an ch WHERE ARE YOU FINDING BUDGET FOR INTERACTIVE CAMPAIGNS? 39.0% 17.8% 13.0% 6.8% 3.4% ift in tra g bu di dg (T tionaet fr V, l m om pr ed int ia ,e t c) Sh if p ro t i n g bu mo tra d t i o d it get o ﬄ n ( co i o n a f r o m ine up l sa ga on / les me FS s, I, etc .) fro S h m ifti tra ng de m ( on proB -to ey mo - B) tio ns Inc re a bs o t hu d g e i n g er t w i nte ma hil ra r ke e k c t i v tin eep e g s ing tea dy In m a c re a s r ke i n g t i n ov g b er ud all ge ts 8.9% 8.9% 2.1% r he Ot No ts u re No 38 Sh may 2008 / WWW.PROMOMAGAZINE.COM / Promo 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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