2016 Budget Trends: What's In And What's Out?

March 11, 2016

What is the best way to promote my clients’ businesses this year? Marketers and creative agencies are faced with this same question every year, and every time it appears that the answer has altered from the previous year. While this may be unsurprising, it does mean that marketers have to reallocate how much of their budgets will be spent on different advertising channels. From direct mail to social media, advertisers have myriad ways to promote their products to a variety of demographics.

According to on a survey conducted by Campaigner, the latest prediction for marketing budgets is that marketers will allocate more funds to email marketing instead of more traditional forms of marketing such as direct marketing. 33.8 percent of the 506 companies surveyed indicated that they intended to prioritize email marketing over content, social media, localized content, visual and hyper-personalized marketing.

via Pixabay

What’s more, additional research suggests that the 2016 marketing budget trends are continuing in the same direction as the 2015 budget trend; with more money placed in online marketing strategies instead of proven successful strategies such as sending consumers direct mailings.

Also similar to 2015 trends, marketers indicated that they were likely to decrease spending on radio and television advertising in 2016, and increase their spending on events and tradeshows as face-to-face interactions were shown to be 75 percent more effective in a survey conducted in October of 2015.

The main challenge businesses face with email marketing, as opposed to in-person events, is engaging the consumer, and with marketing budgets rising 2 percent in 2016 from 2015, the main objective for marketers in 2016 is to “increase subscriber engagement.” The danger of promotional emails lies in how easily they can be ignored and discarded, so it is of great importance to advertisers that they find a way to engage the consumer.

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