Archive for June, 2011

2011 South Florida Business Marketing Survey Results

Tuesday, June 7th, 2011

To Determine Trends in Migration from Traditional to New Media

(Jupiter/Miami Beach, FL) – The results are in! The Zoom IQ2 2011 Business Marketing Survey is complete! After surveying businesses in the South Florida region, Zoom IQ2 has published some of the findings and they are very telling about how and where small and large businesses are spending marketing dollars. Further data indicates a clear trend in migration of not only budget allocations, but also media used and satisfaction levels with campaign results. The campaign was executed via an online survey tool with 17 total questions.

Objective
To determine what methods of advertising, public relations and brand-building efforts are planned by South Florida businesses in 2011.

Goal
To uncover trends in migration from traditional marketing to new mediums for traffic generation, sales and general marketing (i.e. print/broadcast to social media/online advertising).

Pertinent findings

  • 78% of businesses surveyed created marketing/advertising plans in 2010. However, 91% of the same businesses surveyed created a plan in 2011.
  • 26% of respondents indicated budgets would increase by greater than 10% in 2011, while 41% indicated budgets would remain the same as 2010 and only 13% decreased by 25% or less.
  • Not surprisingly, the largest percentage increases in planned media allocation were all online – banner ads/bulk placement, social media and email.
  • Interestingly enough, though, it appears that print, broadcast, outdoor and direct mail remained steady.
  • Most popular reasons for budget increases: 20% indicated business has improved and 28% believe migration to online marketing has greater benefit to the bottom line.
  • 17% of respondents who decreased budgets believe better results can be achieved at a lower cost with online media vs. traditional media; 20% indicated the largest targeted decrease is print (newspapers, trade pubs, magazines).
  • The top 3 vehicles expected to generate the best ROI in 2011 are social media (35%), email marketing (33%) and website (28%).
  • 52% of respondents indicated the 2011 marketing/advertising plan was created in-house, but 52% also rated satisfaction levels less than satisfied.

Media Used
Print (newspaper, trade publications, magazines)
Newsletter
New website/Website overhaul
Broadcast (radio, broadcast TV, cable)
Outdoor (i.e. billboards, shelters, taxi/bus)
Direct mail
Online advertising (i.e. banner ads, bulk ad placement)
Social media (i.e. facebook, linkedin, youtube, myspace)
Email marketing
Press releases (only check if more than 3 were issued)
None of these
Other		 2010
50%
28%
50%
17%
9%
43%
28%
59%
65%
33%
13%
13%		 2011
48%
46%
37%
17%
11%
46%
35%
74%
70%
33%
4%
15%

While the findings suggest a clear trend of migration to new/online media, traditional media appears to have remained steady. In general, budgets have remained steady as well and confidence in the rapidly changing online media landscape continues to grow.

Zoom IQ2 wishes to thank the sponsors/partners of this survey – SRA Research Group, The Colony Hotel Palm Beach, Talay Thai on PGA, The South Florida Science Museum and The Museum of Discovery and Science.

For more information regarding this survey and results, please contact:

Jon Lappin
Vice President, Marketing & Client Services
Zoom IQ2 Advertising/PR/E-Commerce
1935 Commerce Lane, Suite 3, Jupiter, FL 33458
940 Lincoln Road, Ste. 204, Miami Beach, FL 33139
561-308-4834
305-604-0006
jon@zoomiq2.com
www.zoomiq2.com

Zoom IQ2 provides a variety of marketing and communications services including: strategic marketing and media plans; concept development, design and production of traditional and online advertising and collateral materials; media research and buying services; web site design and development; social media marketing; grant writing; photography and video production for the web; and public relations.

With offices in Jupiter and Miami Beach, Zoom IQ2 works with clients in a number of industries including: entertainment/sports/gaming, health care, real estate, banking, retail, and travel. Members of the firm have over 60 years combined experience in advertising and public relations.

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