The Great Marketing Horse Races of 2017
Posted on | May 23, 2017 | No Comments
If you look at marketing budgets year after year, they sort of resemble a grand horse race like the Kentucky Derby, Belmont Stakes or Preakness. Every year there seems to be three marketing budget categories and three top media categories that are bet on heavily and predicted to win, place or show. This year we have Race #1: The Marketing Budget Stakes and Race #2: The Marketing Media Derby. So how do the competitors in the Great Marketing Horse Races look this year?
In Race #1: The Marketing Budget Stakes, according to Target Marketing’s 2017 Marketing Budget Survey, it looks like marketers are betting heavily on three different categories as top finishers in this year’s run.
The front-runners in The 2017 Marketing Budget Stakes are:
- Online Marketing
- Live Events
- Print Media
The favorites in Race#2, The Great Marketing Media Derby are:
- Email Marketing
- Social Media
- Search Engine Optimization (SEO) Tactics
For those that are not familiar with horse racing lingo, here are the definitions of Win, Place and Show from thesportsgeek.com.
For a horse to “Win”, it must finish in the first position.
A horse that “Places” is one that finishes in the second position, but a bet on a horse to place will payout if your chosen horse finishes first or second.
“Show” means a horse has finished in the third position. However, betting on a horse to Show does not necessarily mean it must finish third, but rather in the first, second or third position.
Race #1: The Marketing Budget Stakes
Let’s look at the first marketing race this year, The Marketing Budget Stakes and see which marketing media categories should keep the pace and which ones are pure long shots.
Lane 1: Online marketing at 36% of marketing budgets
Lane 2: Print – including direct mail, magazines, newspapers, etc at 22% of marketing budgets
Lane 3: Live Events at 19% of marketing budgets
Lane 4: Other is at 13%
Lane 5: Space Advertising (Billboards and Signage) at 4% of marketing budgets
Lane 6: Radio at 3%
Lane 7: Television at 3%
* percentage is of 2017 marketing budgets
To learn more about these marketing budget categories and Target Marketing’s 2017 Marketing Budget Trends visit here.
Race #2: The Marketing Media Derby
According to insiders at Target Marketing, the top media categories that marketers are relying heavily on for a successful Marketing Media Derby this year are Email Marketing, Social Media and Search Engine Optimization (SEO) Tactics.
Let’s review the competitors in this year’s Marketing Media Derby and see how things are lining up for the backstretch:
Lane 1: Email – Over a 60% increase in 2017 marketing budgets
Lane 2: Social Media Engagement – Over a 60% increase in 2017 marketing budgets
Lane 3: Social Media Advertising – A 58% increase in 2017 marketing budgets
Lane 4: Search Engine Optimization (SEO) – A 50% increase in 2017 marketing budgets
Lane 5: Online Advertising – A 46% increase in 2017 marketing budgets
Lane 6: Search Engine Marketing (PPC) – A 43% increase in 2017 marketing budgets
Lane 7: Mobile Ads – A 33% increase in 2017 marketing budgets
*percentage is of 2017 marketing budgets
To learn more about the top media categories spending trends and Target Marketing’s 2017 Top Media Categories Spending Trends visit here.
Good luck to all marketing teams in The Great Marketing Horse Races of 2017.
And they’re off!
photo property of The Kentucky Horse Racing Commission (KHRC)
Tags: Do-it-yourself event management software > Do-it-yourself online marketing software > email marketing software > online event
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