Survey of Irish marketers use of digital marketing, social media, mobile and other internet trends

1. Digital marketing sentiment
survey 2012

2. Methodology
• Online questionnaire conducted in March – April 2012 by AMAS
and the Marketing Institute of Ireland (MII)
• Emails were sent out to MII members requesting they partake in
the survey
• 348 responses
• Profile of respondents:
• 82% have budget planning responsibilities
• 86% have budget spend responsibilities
• Over one third of respondents (37.8%) work in the
B2B services sector, 17.0% in consumer services and
11.2% in consumer packaged goods

4. Base= 347

5. Base 347
Base 224

6. 1 in 5 respondents
currently
spend more than
50% of their
marketing budget
Online includes Search Engine Optimisation (SEO), Search Engine Marketing (SEM) such as Google
AdWords campaigns, online advertising, email campaigns, podcasts and other forms of online
marketing and promotion.

7. Base 224

8. Base = 292
Email marketing remains important to marketers - more than 2/3 of respondents saying they
use email campaigns

9. Base 292
Customer engagement and value for money are the top reasons marketers use online marketing

10. Base = 292
Almost three in five respondents said they get more accountable ROI from online
marketing compared with other marketing channels.

11. Base = 279
Outdoor PR Television Direct Mail
Newspapers Events Magazines Phone
Cinema Radio

12. Base = 279
Don’t use
Other
social
media

13. Base = 249

14. Base 249

15. Base 249
¾ marketers agreed that social media allows them to understand their audiences better

16. Base 249

17. Base 274