GroundFloor Media & CenterTable Blog

According to a recent survey by PRWeek and MS&L Marketing, the use of digital and social media in marketing campaigns is on the rise. Now, unless you’ve been living under a rock for the last five years (or doing PR for a really old-school type company), this information shouldn’t surprise you in the least. In fact, it’s kind of like me telling you that kids’ desire for pizza is on the rise. However, if you dig a little deeper into the results (which PRWeek does here along with some great case studies), you might find yourself raising an eyebrow or at least feeling vindicated. For example:

Of the survey respondents, 75.4% expect spending for digital/online initiatives to increase, compared to 42.5% for direct marketing spend, 36.5% for PR budgets, and 32.5% for ad budgets.

Check out the ad and PR numbers. Interesting, no? Mark Hass, CEO of MS&L, attributes the percentages to the kind of interaction or conversation that marketers are having nowadays with their customers. [Note: I’m paraphrasing here.] Imagine advertising being a monologue and traditional PR being a dialogue. More and more marketers are realizing that digital media enables them to engage in a multi-logue with their target audience. Totally makes sense to me.

Here’s another interesting tidbit from the survey:

When asked which disciplines would be most likely to be cut if forced to do so because of economic conditions, digital was the least likely with only 11.1% of respondents noting that they’d cut budgets for those initiatives. Advertising was the most likely to be cut (58.3%), followed by point-of-sale marketing (55.6%), direct marketing (41.3%), and PR (35.3%).

PRWeek attributes these figures to the flexibility digital media offers marketers – especially in a shaky economic environment. Gone are the days of a six-month media buy that requires up-front payment. Digital media enables marketers to make changes on the fly and gather specific metrics.

The bottomline? The love affair between digital media and marketing still seems pretty steamy.

Check out the full article and download a copy of the report here.

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