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2011 Irish Digital Marketing Sentiment Survey which was conducted by AMAS and the Marketing Institute of Ireland
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www.amas.ie
Irish digital marketing sentiment survey
Feburary 2011
www.amas.ie
www.amas.ie
Methodology
• Online questionnaire conducted January- February 2011 by AMAS and the Marketing Institute of Ireland (MII)
• 411 responses• 80% of respondents are full MII members • 61% of respondents are responsible for marketing
budgets in their organisations• Over one third of respondents (35.5%) work in the B2B
services sector, 19.5% in consumer services and 11.4% in consumer packaged goods
www.amas.ie
How many employees does your organisation have?
Base= 411
© AMAS graphic (www.amas.ie)
© AMAS graphic (www.amas.ie)
www.amas.ie
Are you responsible for your organisation's marketing budget?
Which aspects of the marketing budget control are you involved in?
Base 239
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MA
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© AMAS graphic (www.amas.ie)
www.amas.ie
Approximately what amount of your marketing budget is currently being spent online?
Base = 411
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.
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Approximately what amount of your marketing budget was spent online this time last year?
Base 239
© AMAS graphic (www.amas.ie)
www.amas.ie
Which of the following online marketing/advertising formats do you use?
Base = 332
www.amas.ie
Top reasons for using online marketing: rate each of the following in terms of importance?
Base 332
0.027 0.039 0.0780.163
0.461 0.485
0.2290.093 0.051
0.226
0.346
0.464
0.449
0.304 0.256
0.476
0.398
0.328
0.6
0.50.4
0.2 0.3 0.3
0.50.6
0.7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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Inte
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Oth
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Targ
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Veryimportant
Important
Notimportant
© AMAS graphic (www.amas.ie)
www.amas.ie
Do you currently get a more accountable return on investment (ROI) from your online marketing and media activity than your more traditional marketing tools?
Base = 411
© AMAS graphic (www.amas.ie)
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To what extent have you moved advertising/marketing spend from other media to online in the last three years?
Base 311
CinemaOutdoor PR Events
Phone Direct Mail
© AMAS graphic (www.amas.ie)
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Which of the following social media sites is your company using for marketing/communication purposes?
Base = 311
Don’t use social media
Other
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What do you use social media sites for?
Base = 249
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How long have you been using social media in a business context?
Base 249
© AMAS graphic (www.amas.ie)
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Please rate the following statements on social media
Base 249
© A
MA
S g
rap
hic
(ww
w.a
mas.ie
)
www.amas.ie
Please rate the following statements on social media
Base 249
www.amas.ie
More information
For more analysis on this survey, download the Spring 2011 issue of State of the Net on www.amas.ie
Follow us:For digital research and insights, follow AMAS on Twitter@AMASinternet
