Social Media and E-Mail Spending to Rise - eMarketer
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Social Media and E-Mail Spending to Rise

Drawing more budget away from print

May 29, 2008

More than three-quarters of marketers surveyed said they will increase their social media spending during the next three years, according to Eloqua's "State of the Marketer" report. A full 74% said they plan to increase their direct e-mail spending while about two-thirds will spend more on mobile texting and SMS.

Select Online or Mobile Marketing Tactics for Which US Marketers* Will Increase Spending in the Next Three Years, 2008 (% of respondents)

Respondents were bullish on online ad spending overall, with nine out of 10 saying they would continue to increase their direct online ad budgets. The spending increases are likely to come at the expense of print ads, since 55% of respondents said they will probably decrease print ad spending in the next three years.

The planned increase in social network ad spending is consistent with eMarketer's projections of nearly $2.4 billion in 2011, up from $1.4 billion this year.

US Online Social Network Advertising Spending, 2006-2012 (millions and % of total US online ad spending)

Likewise, eMarketer estimates e-mail ad spending will jump to $677 million in 2011, from $492 million in 2008.

The jump in mobile texting and SMS is also in line with eMarketer's projections, which call for $3.8 billion in mobile messaging ad spending in 2011, up from almost $1.5 billion this year.

To learn more about how online advertisers plan to spend this year, read eMarketer's US Online Advertising: Resilient in a Rough Economy report.

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