Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Marketers to shift budgets to social, search and mobile

By Published on .

Indianapolis—Marketers plan to increase their online marketing budgets by an average of 17% this year, drawing money away from traditional channels such as TV, print and radio advertising, according to a new report from e-mail marketing company ExactTarget and Internet market research company Econsultancy.

According to the companies’ “Marketing Budgets 2010: Effectiveness, Measurement and Allocation,”" two-thirds of marketers are planning to increase their investment in social media, even though less than 20% say they can effectively measure their return on that spending.

In addition, search marketing will get a big boost—64% of companies plan to increase budgets for search-engine optimization (organic search), while 51% will increase spending on paid search. And 56% plan to increase their budgets for mobile marketing.

The online study of 1,000 marketers was conducted last month.

Most Popular
In this article: