Marketers Speak and AIN Listens

AIN Marketing Trends

Last month AIN sent out a survey to try to further understand the needs of marketers in the industry. Every marketer has different goals and we want to make sure that everyone’s voice is heard as we look to continually create new opportunities for you in an ever-changing media world.

Here are the survey results, which should help you to compare your needs and priorities with those of your peers.

1. We asked you to rate several tactics by their anticipated importance in your 2014 marketing budget. Here are the top-scoring tactics and the percentage of respondents that ranked each “critically important”:

  • Web design, management and optimization – 53.5%
  • Public Relations – 51.2%
  • Events and Tradeshows – 48.8%
  • Email – 45.2%

2. We asked you to rate the importance of several characteristics of a publisher/media outlet in your advertising purchase decisions. Here are the top-scoring characteristics and the percentage of respondents that ranked each “important” or “critically important”:

  • Credibility/Reputation – 97.6%
  • Audience Demographics – 95.3%
  • Audited Circulation – 70.4%

3. We asked you to rate the importance of certain factors in your advertising purchase decisions. Here are the top-scoring factors and the percentage of respondents that rated each “important” or “critically important”:

  • Flexible/Bundled Pricing – 92.9%
  • Ability to Show Measurable Results/ROI – 83.7%
  • Ability to Deliver Leads – 76.7%

4. We asked you how any publisher or media outlet could best help you solve your biggest marketing challenges. Some notable responses:

  • “Help pair advertising content to editorial feature.”
  • “Creative prices on bundled services since companies’ media dollars aren’t growing, but the media outlets are…”
  • “Offer clear ROI. Bundle print and online media offers.”
  • “Generate solid sales leads.”

5. We asked you what types of things would interest you enough to increase your advertising with a publisher/media outlet. Some notable responses:

  • “Measurable ROI.”
  • “Digital and print packages.”
  • “Help me find real leads through programs designed for lead generation.”
  • “It’s all about quality readership and the ability to validate it.”
  • Digital solutions to reach targeted audiences with the types of measurements aligned with my campaigns.”

Did we miss anything? Please contact AIN with any questions or comments on this survey. Meanwhile, congratulations to John Tucker at TWC Aviation for winning the iPad Mini for his participation and thank you all for your overwhelming response to the survey. We are listening.

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