Marketing and Media Budgets Will Be Up Again in 2005.

Millward Brown annouced the results of Marketing & Media Snapshot: 2004, its industry study about marketing and media decision-making.

The research, which was conducted among senior-level marketing executives across a wide range of industries, covers trends in marketing and media decision-making, perceptions about media and marketing channel performance, media and marketing spending patterns, and the integration of digital and online media into the marketing mix.

Key Findings

56% of top marketers say their total marketing and media budgets increased in 2004 over 2003. Sixty percent expect an increase in 2005.

Marketers with the largest budgets ($400 million+) are most optimistic about budget increases in 2005 over 2004.
Online marketing is growing the most as a share of total budgets and marketers expect this trend to continue.

All channels of online marketing (Web advertising, search, email, promotion) are expected to increase at a higher rate than other major media.

Marketers rated TV and magazines as most effective for building brand equity.

Direct mail was rated as most effective for reaching a target audience and providing measurable ROI.

Online is seen as the most effective medium for acquiring and retaining customers and in offering efficiency.
89% of marketers say their companies run integrated marketing campaigns, but we learned that they define integrated marketing in many different ways.

“It’s good to see that marketers across different industries are prepared to increase their online marketing budgets and view the Internet as an attractive part of the media and marketing mix,” said Edward Kim, interactive media manager of Unilever. “In order to escalate the process, we must work with our research and media partners to truly demonstrate the proof and value of Internet marketing and the role it plays in the multi-channel mix,” added Kim. Ian Beavis, senior vice president – marketing at Mitsubishi said, “When planning and allocating marketing budgets, it’s important to recognize and make the most of each medium, and effectiveness is more important than efficiency. The Internet is an enabler for integrated campaigns and marketers must find a strategy and rigorously use it across all media platforms.”

For more information at http://www.millwardbrown.com