Promo - May 2008 - (Page 39)

Interactive Marketing Survey The know-nothing group is considerably larger than the 28% who turned up in last year’s survey, more than offsetting the slight decrease in those who said they don’t monitor online ROI (12% in 2007 and 10.4% in 2008). On the other hand, 22.2% said online marketing produces a better ROI than offline strategies (26% last year). Another 11.8% said both are equally effective dollar for dollar. Only 4.9% said interactive campaigns’ ROI is inferior to that for other channels. Yet fewer participants held out hope that they could get new funds for Web campaigns or as part of a general increase in marketing spend. Instead, an even greater proportion would fund Internet campaigns with money shifted from traditional mass media such as TV and print. Almost 18% will raid those offline budgets to fund online promotions, against 15.2% last year. And user-generated content? About 11% let fans submit videos, either for marketing use or as part of online promotions. Another 11% plan to start this year, while 35.6% would consider tapping that source of free creativity. l P 7. MONITORING METRICS WHAT DO YOU MONITOR TO MEASURE INTERACTIVE CAMPAIGN EFFECTIVENESS? 51.0% 58.5% 41.1% 43.5% 44.5% 42.9% 36.5% 41.5% 40.7% 36.1% 34.2% 34.7% 26.6% 23.8% 16.3% 19.0% 12.2% 16.3% 24.7% 16.3% 4.6% 4.9% * 2.0% 4.9% 2.7% ■ 2007 ■ 2008 * Not measured in 2007 METHODOLOGY This survey was conducted by Penton Research, an in-house unit. It was e-mailed to 9,840 subscribers to PROMO magazine in its daily e-mail newsletter. The data were collected from Feb. 14 through Feb. 27, 2007. An initial copy of the survey, oﬀering a chance to win one of four $50 Amazon.com gift certiﬁcates, was sent Feb. 14. Two follow-up e-mails, along with the sweepstakes oﬀer, were sent to non-respondents. Results are based on surveys retuned by 148 qualiﬁed participants. The methodology, data collection and analysis were conducted by Penton Custom Research Department, and conforms to accepted marketing research methods, practices and procedures. Click-throughs Incremental sales Oﬀ er response rates Brand awareness Lead generation Return on promo investment Increased understanding of customer Coupon redemption rates 8. USER-GENERATED CONTENT DO YOU CURRENTLY INVITE CUSTOMERS TO CREATE VIDEO ADS FOR YOUR BRAND? IF NOT, WILL YOU DO SO? Yes, we currently do Do not know We plan to do so in the next 12 months Engagement with Web content Media impressions 4.1% Other 11.6% 11.0% 22.6% Improved sales margins Don’t measure We would never allow consumers to create video content for our brand We have no plans to do so now but would consider it Does not apply 15.1% 35.6% 0% 10 20 30 40 50 60 Promo / WWW.PROMOMAGAZINE.COM / may 2008 39 http://Amazon.com 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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