Ipsos Reid Survey on Digital Marketing Reveals Increased Focus on Social Media, Mobile, Search and Email

Thursday, November 03, 2011

Toronto, ON – The world of digital marketing is alive and well. A new study released on the eve of the CMA and Marketing’s Digital Marketing Conference reveals that North American marketers continue to focus and increase efforts on digital marketing with spend levels in social media, mobile, search and email marketing all expected to increase. Conducted by Ipsos Reid in collaboration with the Canadian Marketing Association and Marketing Magazine, the Survey asked Canadian marketers about their thoughts, attitudes, and behaviors towards the expanding world of digital marketing, and how their business is managing or embracing it.

According to Steve Levy, President of Ipsos Reid, and principle author of the study, principles driving best practice in digital marketing continue to mirror best practices in traditional marketing. Be consistent, be relevant and know your audience.

“Now more than ever before, digital marketers need to ensure that the right audience is targeted with the appropriate media. Increasingly we see gaps opening up between the level of effort expended by the Marketing community and consumer willingness to receive information via these mediums. There’s a lot of activity in micro blogging (a.k.a Twitter) and social media spaces and we just aren’t seeing a public appetite to receive marketing information via these channels that mirrors this time, effort and money,” said Levy.

At the same time digital marketers need to continue to respect privacy, to offer an easy opt-out process, and to ensure that the content is relevant to their audience.

The survey reveals another important shift in the digital marketing world. “A year ago, 38% of the marketers surveyed said that their spending on TV will decrease over the next two years”, says Levy, “This year, that number has dropped to 22%.” Marketers appear to be reconsidering the trend to reduce budgets allocated to television, with fewer indicating plans to spend less than last year (11% net decrease in 2011 vs. 25% net decrease in 2010). “Is this related to an economy that bounced back in 2011, does it reflect a reset in marketing sentiment, or is it simply a realization that TV is still unparalleled for its ability to reach a wide audience?” commented Levy. Indeed the whole concept of television continues to evolve. More marketers are creating video to be used in multiple viewing media - with coincident shifts in production values – rather than focusing solely on production for TV.

“The world of digital marketing is constantly shifting and responding to new technologies and consumer acceptance,” says Levy, “We’ve been tracking it for some time, and the shifts we see this year are important ones that digital marketers need to pay attention to.”

The data contained in this article is based on the findings of a joint CMA and Ipsos Reid online study fielded from 09/16 to 10/07, 2011 among CMA and Marketing Magazine subscribers. This online survey of 415 marketers and Advertising agency staff is not based on a quota sample and hence the respondents’ demographic profile may not be exactly reflective of the overall CMA membership/Marketing subscription base.

For more information on this news release, please contact:

Steve Levy
Ipsos Reid East

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2010, Ipsos generated global revenues of €1.140 billion ($1.6 billion U.S.).

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Ipsos Reid Survey on Digital Marketing Reveals Increased Focus on Social Media, Mobile, Search and Email

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Steve Levy
Chief Operating Officer, Canada