WASHINGTON, DC: TV advertising remains the primary short-term focus of marketing efforts for more than one fifth of US enterprises, according to a new survey.

The 2016 Enterprise Marketing Survey, conducted for B2B research firm Clutch, polled 500 senior marketers at US companies with 500 or more employees and found that most businesses had a website (85%) and were active on social media (80%).

But television was regarded as the top priority marketing channel over the next six to twelve months for a significant proportion (22%), ahead of the main digital channels of social media (16%) and website (12%) – and this was true of both B2B and B2C respondents.

"Marketers recognise a need to be fully integrated and not ignore traditional media as a way of reaching their intended audience," remarked Mark Sneider, owner and president of business development firm RSW/US.

"They know digital is important and their agency is talking about it and pushing them there, but they continue to value what TV can do for the brand as one component of an entire marketing program."

Indeed, enterprises rely on multi-channel campaigns, using an average of eight different marketing channels, the report said.

"Today's buyers expect what they see, hear, or experience on one channel to relate to their next experience with the brand," said Natalie Staines, Director of Marketing at R2i, the agency which carried out the research.

"Research shows spikes in searches and social engagements, and sometimes direct purchases following TV advertising so it's up to the marketer to be prepared to extend the TV experience into those other channels."

Brand awareness emerged a top strategic priority, being cited by 35% of respondents, followed closely by customer loyalty (32%); ROI measurement was next but a long way back on 19%.

Data sourced from Clutch; additional content by Warc staff