Online advertising and social media engagement efforts are forecast for the biggest surges in marketing spend this year, while direct mail holds its own, according to the annual Target Marketing magazine "Media Usage Survey." Of surveyed marketers, 54% plan to increase online advertising and 55% plan to boost social media engagement (brand pages, sharing updates, interactions), plus 49% also plan to boost social media ad spending. E-mail rules the roost as the most popular marketing channel, with 97% of respondents planning e-mail campaigns (and 49% planning to increase e-mail budgets). However, marketers sent mixed signals on mobile marketing, despite its supposedly "must-have" status, with the 38% who say they plan to increase outlays balanced by the 33% who don't even plan to use mobile in 2016. Amid the channel ups and downs, direct mail remains a steady choice in the marketing channel mix; although slightly more plan no direct mail (25% compared with 22% last year), most marketers, 69%, say they will either increase spending or hold spending steady. Television is the biggest channel loser for direct marketers, with 79% avoiding any DR TV ads and 76% nixing non-infomercial TV ads, too. For details of trends for all channels: http://www.targetmarketingmag.com/article/2016-channel-spending-trends/
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