The Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report, produced by Econsultancy and global digital marketing provider ExactTarget, looks in detail at how companies are allocating their offline and online marketing budget in 2010. The report compares spending trends - and ability to measure ROI - across different 'traditional' and digital channels individually. More than 1,000 companies, mainly from the US and UK, participated in this research, which took the form of an online survey between December 2009 and January 2010.

1. SUMMARY: Marketing Budgets 2010: Effectiveness, Measurement &Allocation Report Linus Gregoriadis, Research Director linus.gregoriadis@econsultancy.com @LinusGreg Website: http://econsultancy.com Twitter: @Econsultancy In association with ExactTargethttp://econsultancy.com/reports/marketing-budgets-2010 (full report) http://pages.exacttarget.com/etlpv2?v=69(Free ExactTarget briefing)

3. More than 1,000 respondents, including:

4. 648 client-side organisations

5. 385 agency / supplier-side respondentsMost respondents US (45%) or UK (33%) based | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |

7. Measuring marketing effectiveness (metrics used)

8. Change in overall and digital marketing budgets

10. Frequency of R.O.I measurement| Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report |

11. Measuring marketing effectiveness |Course Title |4

12. | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | How does your company measure marketing effectiveness?

13. Metrics for measuring marketing effectiveness | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |6

14. Budgets |Course Title |7

15. Are you planning to increase your overall marketing budget in 2010? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |8

16. Are you planning to increase your digital marketing budget in 2010? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |9

17. How much are you going to increase your digital marketing budget by in 2010? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |10 Average increase of digital budget is 17%

18. Is your company planning to spend more or less budget on the following digital marketing channels in 2010? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |11

19. Is your company planning to spend more or less budget on the following offline marketing channels in 2010? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |12

20. What percentage of your overall marketing budget is spent on digital marketing? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |13 Average proportion of overall budget spent on digital is 24%

21. What is preventing your company from investing more money in digital marketing? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |14

22. (Agencies) What is preventing your clients from investing more money in digital marketing? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |15

23. Problems and challenges “ Our business does not understand how to use digital marketing alongside client services or business development initiatives... Though we can measure our current activity, we're not sure what else we should be doing. There are many opportunities, but which are best? Many of our senior staff do not understand digital marketing and only support it somewhat; there is very little time or interest dedicated to studying the results of our digital marketing endeavours from our data analyst. Our company culture and ‘old-school’ mentality. ” “ ” “ ” “ ”

24. Understanding ROI |Course Title |17

25. How do you rate your ability to measure ROI from the following digital channels? | Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report | |18