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Marketing Trends Survey Results

Marketing Trends Survey Results

By Yulia Kuksina, Global Head of Sales and Marketing, GlobalTrading Journal
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In May 2015 the GlobalTrading Journal conducted a survey of our clients with the objective to better understand recent marketing trends and preferences specific to the electronic trading sector. We approached our clients (vendors, sell side and exchanges) and asked them about current marketing channels that they were
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focusing on and how they were allocating their spend in 2015. This is a summary of our findings…
50% of respondents indicated they were spending roughly the same on print advertising as last year, 40% were spending less and only 10% were spending more than via the same marketing channel in 2014.
Funding allocated to print advertising for the year was around 5-10% of total marketing budget for almost half of respondents. Around 30% spent 20-30% on print ads this year, while around 20% spent none.
Top marketing activity of choice among respondents was “client and internal events” which scored the highest (75%). Second priority marketing activities were external event sponsorship and advertising (both print and digital).
Although 70% of all respondents see value in social media marketing (predominantly such channels as Linkedin and Twitter), only 12% use it extensively. It is not perceived as a priority channel at the moment.
Events were defined by the majority of respondents as the marketing channel most likely to be outsourced or require external resources.
In summary, print and digital advertising still remain valid marketing channels, although direct client-facing marketing activities, such as client events and external events sponsorship are becoming a popular way of spending marketing dollars.
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