Over half of B2C marketers will be using email as part of their strategy next year. But email is lagging behind other direct-response channels in budget spend, according to "Red Alert: Execs Reveal Disconnect Between 2022 Marketing Budget & Planning," a study from Wpromote, conducted by Ascend2.
When viewed as a direct response channel (i.e., one used when a brand seeks a response from a targeted audience), 60% will be using email in 2022, followed by Google ads (56%), Facebook ads (52%)
Despite that, only 32% say email will get the most allocation budget in 2022, behind Google Ads (51%) and Facebook ads (42%).
Why the third-place finish for email?
“Successful marketers saw the increase in online shopping in 2021 and jumped at the opportunity to shift budgets to channels that could quickly capture new customers,” the study says.
In general, the most budgeted-for marketing channels next year will be paid search (46%) and email/SMS (38%). But only 33% will be increasing their spend for email/SMS, versus 48% for paid social and 47% for paid search. SEO ranks fourth in both listings.
SMS is included with email here because the evolution of email includes SMS marketing, the study states. “Email is old school, and the inbox has never been more competitive,” it adds.
The most effective channels in 2021 were:
- Paid search—48%
- Paid social—45%
- Email & SMS—43%
- SEO—36%
- Retail Media/Marketplaces—29%
- Television—26%
- Content marketing—29%
- Programmatic/Display—17%
In contrast,...
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