Most marketers plan to boost spending on online marketing channels next year at the expense of print and radio advertising, according to a survey of 116 marketing execs by AFR Boss.
Close to 60% of the marketers surveyed said they plan to spend more of their budgets on internet advertising and email advertising, the highest of any marketing category.
Email advertising in particular is seen as a winner, with more marketers rating it more effective than any other marketing strategy.
Public relations, direct marketing and events and sponsorship were also seen as successful marketing tools, with 30% to 50% of marketers planning to do more in those areas.
At the other end of the spectrum, print and radio advertising were the only two marketing channels where marketers said they were overwhelmingly inclined to reduce their spend, with over 30% of marketers saying they plan to cut spending in those two areas.
Marketers also rated print and radio poorly in terms of effectiveness, although the worst performer was outdoor advertising, which was rated as ineffective by 45% of respondents.