Dutch survey on Internet marketing

For the fifth time, Trendbox has held the yearly Dutch ‘Big Marketing Survey’, in which over three hundred marketeers took part. The survey was held over a half year ago, but I happened to come across it just now.

In this post I’d like to share some of the outcomes regarding marketing through Internet.

Read the complete survey (PDF, in Dutch).

What are the budgets for internet marketing?

On average the Internet marketing budget amounts to 29% of the total marketing budget. For 57% of the respondents the share of internet marketing has increased over the last year, and 64% expects a further shift towards Internet marketing for the next financial year.

Year	Budget shift towards Internet
2005	57% (16% substantial, 41% moderate)
2006 (expected)	64% (16% substantial, 48% moderate)

Which Internet activities are performed?

Corporate website, action sites	80%
E-mail marketing	58%
Search Engine marketing	45%
Online advertising	42%
None	9%

Why choose Internet as a marketing channel?

Top 5 reasons
Relatively cheap	22%
Becoming a more important communication channel	16%
Suitable to reach ever more customers / target groups	13%
Reach a larger / broader public	10%
Speed	10%

Why advertise online?

Top 5 reasons

Generate traffic to website

Collecting e-mail addresses

Creating/improving brand awareness

Build up a big reach quickly

Introduce a new product/service