Issue link: https://read.dmtmag.com/i/264625
March 2014 | Boating Industry | 17 www.BoatingIndustry.com MONTHLY RESEARCH A CHANGING MARKETING CLIMATE We also asked Boating Industry readers how their marketing efforts have changed in the last few years. Here is some of what they had to say: "Marketing budgets continue to be reduced as profits are squeezed at every level." "Using more media. We now blend various forms of digital marketing with traditional print media." "More customer events to share the lifestyle." "Using the Internet more and targeting younger clientele." "Focused more on existing customers." "More social networking and online interaction." "Less direct mail, now all email." "No yellow pages, less newspaper and print. More SEO and email." "More marketing personnel hired and dollars spent." "Consistency has been the key and brought the best results over the last two years." "We have switched from doing mass media and now doing almost all social, direct and online marketing that we build in house." "Improved the website for smartphone users." "More direct contact with customers – email, direct mail and phone calls." "More emphasis on measuring results and allocating spending based on those results." "More targeted communications through database management and customer lifecycle management." whether it be through their own website, social media outlets or email marketing. Although its already the top marketing method, 61 percent of respondents plan to put more attention on their website this year. Only 1 percent expect it to be less important to their company's marketing efforts. Fifty-seven per- cent plan to use email marketing more this year and 55 percent expect to spend more on inter- net advertising. Social media will also get more attention, with 54 percent saying Facebook will be more important to their marketing in 2014. Twenty- four percent identified other social media sites such as Twitter, Pinterest and YouTube as areas with increased emphasis. That's not to say traditional methods are going away: 38 percent plan to hold more events in 2014. Direct mail (23 percent) and boat shows (20 percent) are also in line for more spending. Overall, most companies expect to increase or hold their marketing budget steady this year. Thirty-five percent are planning on spending more on marketing, with only 10 percent expect- ing to decrease spending. Fifty-five percent plan on it being unchanged. MANUFACTURERS 1. Company website ........................... 79.5% 2. Email marketing .............................. 59.0% 3. Boat shows ..................................... 58.5% 4. Print advertising .............................. 48.7% 5. Facebook ........................................ 45.1% 6. Web advertising .............................. 41.0% 7. Events ............................................. 39.0% 8. Direct mail ...................................... 25.6% 9. Other social media .......................... 17.4% 10. TV/Radio ........................................... 9.7% 11. Yellow pages ..................................... 6.2% 12. Billboards .......................................... 4.6% TOP MARKETING TACTICS PERCENT WHO USED IN 2013 MARKETING TACTICS FOR 2014 DEALERS 1. Company website ...........................87.9% 2. Boat shows .....................................68.6% 3. Facebook ........................................63.1% 4. Email marketing ..............................62.0% 5. Print advertising ..............................51.4% 6. Events .............................................49.4% 7. Web advertising ..............................47.5% 8. Direct mail ......................................40.0% 9. Yellow pages ...................................32.6% 10. TV/Radio .........................................28.6% 11. Billboards ........................................16.1% 12. Other social media ..........................15.7% MORE IMPORTANT SAME LESS IMPORTANT Print advertising 13% 58% 29% Web advertising 55% 36% 9% Company website 61% 38% 1% Email marketing 57% 39% 4% Facebook 54% 41% 5% Other social media 22% 59% 19% Direct mail 23% 58% 19% Billboards 5% 65% 30% TV/Radio 12% 59% 29% Boat shows 20% 68% 12% Events 38% 56% 6% Yellow pages 1% 52% 47% P16x17-BI14MAR-MonthlyResearch.indd 17 2/7/14 10:17 AM