If your business involves on-line marketing services or on-line advertising, you may experience income growth through the rest of 2008 and throughout 2009.

One marketing expert contends that as marketing budgets get tighter, more of that budget will continue to move on-line. He even calls the move from off-line media to on-line media “a media revolution.”

Marketers Like On-line Marketing Services

In the July BtoB newspaper (p. 14), Carol Krol reported the results of a survey of 574 marketers, conducted by the Direct Marketing Association. The survey found that on-line marketing services is growing in favor with marketers and will get an even bigger chunk of off-line businesses’ marketing budgets.

E-mail marketing has already surprised direct mail as the favorite marketing media. Although most off-line businesses originally reach new prospective customers through direct mail, they follow-up by e-mail and then telephone sales.

The survey revealed that e-mail trailed direct mail by less than eight percent for revenue generated. It returned almost twice its revenue.

Integrated Marketing Campaigns Use On-line Marketing Services Most

The media most used in integrated campaigns are topped by on-line marketing services, with e-mail used most:

E-mail 79%
Direct mail 75%
Campaign url 35%
Web banner/pop-up 34%
Search engine 33%
Telephone 32%
Events 25%
Magazines/Newspaper25%
TV/Radio 19%
Catalog 16%

On-line marketing services lands four of the first five most used marketing media. Direct mail got the only top five spot for an off-line media.

On-line Marketing Services Will Continue To Capture More Of Marketing Budgets

Most off-line businesses are using more on-line marketing services:

78% more e-mail
61% more online video
63% more search engine marketing

In a front page article, Krol states that “Internet advertising remains the one bright spot in the otherwise bleak [advertising] picture.”

In that article, Krol predicts search, social media, online video and mobile on-line marketing services to grow almost 30 percent before 2008 ends and another 26 percent during 2009. On-line video will grow the fastest during 2009.

Most marketers plan to use more on-line marketing services. The percentage of marketing budgets going on-line is expected to grow during 2009 when marketing in off-line media is expected to decline.

On-line marketing services overall will grow almost 27 percent, finally surpassing ten percent of overall marketing spending. This percentage will continue to grow by at least one percentage point per year.

So if you’ve got an on-line marketing services business, you’ve got potential for great years in 2008 and 2009.

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Posted 8-5-08: On-line Marketing Services
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