Earned media to see spending increases in 2011
The study discovered that 80 percent of marketers plan to increase the volume of digital projects in 2011 with 43 percent planning to decrease traditional paid media investments.
Itâ€™s no surprise that digital advertising will see more of an increased investment from brand marketers and agencies in 2011 compared to traditional advertising, according to eMarketer. But what is surprising are the greater increases planned for earned or unpaid media.
Meanwhile, only 15 percent of brand marketers plan to do the same. Unpaid and earned media, which gets smaller budgets than paid traditional and digital media, still has costs involved, such as staff time and agency resources. But this planned increase demonstrates the growing importance of earned media for marketers.
Consumers often see earned media as more credible than advertising, and brands and agencies alike are planning to make more of this trustworthy form of marketing.
Yet the two groups differ in their plans for specific digital marketing tactics. Agencies plan to invest in social media and brand building, with 77 percent of agencies saying they will spend more on behalf of clients on social networks and applications in 2011, followed by digital brand experiences, with 71 percent of respondents.
Social networks and applications were the third most popular tactic for brand marketers, with 69 percent reporting they will invest in 2011.
Brand marketers, on the other hand, plan to invest in email marketing and digital infrastructure, including talent, IT and organizational structure. According to the survey, both tactics were highlighted by 70 percent of brand marketer respondents.
These differences show a disconnect between the way brand marketers and agencies look at earned media, specifically social networks. Agencies see social as more worthy of investment going into 2011, while marketers plan to stick to more tried-and-true methods like e-mail marketing.
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