Before the recession, marketers tended to rely on advertising agencies to generate content that appeared in print and TV ads. The power of the Internet to draw consumer attention, along with the less expensive online marketing opportunities, has caused more marketers to create their own content and media. King Fish Media reports that at least 70% of companies have shifted their ad budgets to spend more money reaching out directly to consumers and prospects with unique content.
The media channels that are realizing the biggest increases in marketing expenditures in the King Fish Media survey group are:
- Social media: 78%
- Corporate Web sites: 71%
- Custom content/media: 70%
And similar to the results of other studies I’ve highlighted this month, King Fish Media analysts say marketers will invest heavily in online videos/podcasts (51%) in the next twelve months.
Marketers also note that they are paying more attention to measuring the results of marketing programs. Company-owned media channels have grabbed the interest of senior managers who believe this media form lends itself to accurate return-on-investment measurement. Nearly 73% of the survey respondents have some kind of measurement system in place. The most common measurement metrics include:
- Number of new customers acquired: 77%
- Number of leads generated: 73:%
- Net increase in sales: 67%
The bottom line from this survey points to a lower traditional media spend in the future as companies produce their own content and use the results to determine whether their programs are effective in increasing reach to new customers and leads.[Source: 2009 Survey on Marketing, Media and Measurement, King Fish Media]