Datran Media released results today from their third annual survey of online marketing professionals. The data was collected in December 2008 from over 3,000 marketing executives.
The study focuses on advertising channels and overall, email, search and display pace far ahead of offline media, direct mail and mobile as the strongest performing advertising channels.
Email was ranked number one by more than 80 percent of marketers, and marketers stated their budgets will be allocated towards email, search and display, while maintaining or reducing spending on offline advertising and direct mail.
Affiliate marketing was only referenced as a tactic in the study. I suppose it’s an odd landscape – I see affiliate marketing as a cross-channel platform from an affiliate perspective, but as a standalone channel for the merchants or advertisers.
When respondents were asked, “Which of the following marketing tactics are part of your 2009 strategy?”, 42% stated affiliate marketing is in their plans.
I’m curious how affiliate marketing would have fared if it were rated as an advertising channel against display, email, search, social media, mobile, offline media, and direct mail.
Visit http://www.datranmediasurvey2009.com for a complete view of survey results.