Advertising is low on marketing budget list, survey shows

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Advertising accounts for just under 15 per cent of marketing spend on average and marketers plan to spend less in the future - so says a marketing trends survey from the Chartered Institute of Marketing (CIM), based in the UK.
The other marketing activities attracting significant budget include lead generation (12 per cent), CRM (12 per cent) direct mail (11 per cent), field marketing (11 per cent) and internal marketing (seven per cent).

The survey found that marketers plan to increase their spend on online marketing in the current sales year by an average of 3.6 per cent, CRM by two per cent and public relations by 1.5 per cent. However, they plan to reduce their spend on advertising by 0.2 per cent.

Although marketers who were surveyed plan to spend more on online marketing, digital communication was used by only one in 12 companies at least 'a fair amount'.

Geoff Hurst, marketing director at the CIM, said: "It's interesting to note that a significant majority of marketers are still not making use of the full spectrum of technologies available to help them communicate with customers. In fact, the numbers answering 'not at all' when asked how regularly they used podcasts, corporate blogs, mobile marketing and viral marketing, have actually increased since the survey was last conducted in autumn 2006.

"While traditional marketing techniques will remain important tools for marketers in the future, it will be interesting to see how these figures change when we carry out our next survey."