BrandSpark: digi-media strategies to saturate 2010

The survey reveals that almost 90% of Canadian marketers intend to engage consumers through social media in 2010 - at the expense of traditional media budgets.

Have we reached social media saturation? The most recent study from marketing and research company BrandSpark International seems to indicate so: in the survey of 102 marketers, 89% said they will implement a marketing strategy that includes an online, digital or social media element this year, compared to 82% in 2009.

The study found that 53% of respondents expect to increase the percentage of their media budgets on social media, 48% expect to invest budget online advertising other than display and 41% in display. Overall, 19% of marketers have increased their spending on social networking sites for 2010.

In light of this trend, the media spend forecast for TV, direct mail, magazine and OOH is bleaker: marketers indicated a 17% decrease in TV, a 14% drop for direct mail, a 13% decline in magazine spend and an 11% reduction in OOH budgets over the next 12 months.

Over half of the marketers surveyed believe Canada is still suffering a recession, although 43% believe the business environment will improve within the next six months.

When it comes to social media, 85% of marketers are using Facebook, while one-in-four marketers surveyed tweet regularly.

What media are not picking up traction with marketers? Mobile devices: 73% of the marketers surveyed say they ignore ads that arrive on their cell phones. They cited instead magazines (43%), television (41%) and subway advertising (34%) as being the most effective.

Whether they’re going digital or staying traditional, the most important issues to marketers remain static: they want to ensure that their campaigns resonate with and engage their target markets (75%), ensure that their brand remains well-positioned for growth (73%) and maximize their ROI (68%).

The survey was conducted between December 2009 and February 2010, with 55% of the respondents working for CPG companies.