Media Usage Survey 2017

How do marketers feel about the year ahead? What kinds of marketing do they think are going to pay off? What kinds do they think aren’t? There’s no better barometer for those questions than Target Marketing’s annual Media Usage Survey. It’s the first thing we work on every year, and every year it provides unique insights into what marketers are thinking and how the year is going to develop.

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How do marketers feel about the year ahead? What kinds of marketing do they think are going to pay off? What kinds do they think aren’t?

There’s no better barometer for those questions than Target Marketing’s annual Media Usage Survey. It’s the first thing we work on every year, and every year it provides unique insights into what marketers are thinking and how the year is going to develop. This year, we were able to bring in additional expertise from Nathan Safran and NAPCO Media Research to help refine some of the questions and insights.

“The Target Marketing Media Usage Survey reveals critical insight and highlights for marketers areas their colleagues are focusing on,” says Safran. “The findings show that filling the sales pipeline is a critical area of focus for marketers, with half of all respondents increasing customer acquisition budgets in 2017. Marketers would be well-served to review the findings of the Target Marketing Media Usage Survey to understand how their colleagues are approaching marketing in today’s multichannel environment.”

Are your 2017 plans following the herd or going against the grain? To see what our survey respondents had to say, click through to the following sections of the survey, complete with charts and analysis.

Keep Calm and Budget On: 2017 Marketing Budget Trends

Where the Money’s Going: 2017 Spending Trends

Finders Vs. Keepers: 2017 Acquisition and Retention Trends

Get It Done: 2017 Tactics and Technologies Trends

Methodology

Target Marketing conducted this survey in December 2016 by emailing a questionnaire to approximately 91,787 members of the audiences of Target Marketing magazine, as well as marketers subscribed to its sister magazines Total Retail and NonProfit Pro. This audience was further refined by suppressing list services firms and creative services/advertising agencies to produce a list that was comprised only of marketers.

Three emails were sent between Dec. 9 and Dec. 15. Survey results are based on the participation of 725 respondents (for a response rate of 0.8 percent). Of the respondents to this year’s survey, 42 percent described their companies’ activities as B-to-B, 22 percent as B-to-C and 36 percent as Both. Respondents reported annual revenue as follows: greater than $100 million (10 percent); $51 to $100 million (7 percent); $5 to $50 million (22 percent); $1 million to $5 million (19 percent); less than $1 million (31 percent); and don’t know (11 percent).

Chart totals may not equal 100 percent, due to rounding.

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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