Direct Mail and E‑Mail are Top Channels for Customer Acquisition in 2010

The good news is fewer B to B marketers are cutting marketing budgets in 2010. But nearly half (43%) anticipate only level funding for marketing expenditures when compared to last year. That’s the findings of the Target Marketing's Media Usage Forecast 2010.

Based on the class of customer served, planned  level funding for marketing among survey respondents breaks out as follows:

  • B‑to‑B: 55%
  • B‑to‑C: 42%
  • Serves both types of customers: 40%

The better news is that these businesses, on average, plan to increase marketing expenditures by an amount ranging from 22%-23%.  The greatest number of businesses plan increased spending on specific media forms as follows:

  • E‑mail 68.4%
  • Direct mail 31.8%
  • Advertising on Web sites 32.9%
  • Affiliate marketing 22%
  • Search engine optimization 47.7%
  • Search engine marketing 45.2%

Customer acquisition remains a key goal of marketing investment. And survey respondents indicated that their top forms of acquiring new customers in 2010 will be e‑mail (84.6%) and direct mail (70.4%). It’s the same story for customer retention, though businesses rely even more heavily on e‑mail (88.6%) than direct mail (65.6%) for this purpose.

[Source: Mummert, Hallie. Media Usage Forecast 2010. Target Marketing Mag. March 2010. Web. 15 March 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.