Organizations are once again confident in the general direction of their marketing this year. In a newly-released survey* 56% of respondents expect to increase their marketing budgets.

Six in 10 respondents reported planning to increase their email marketing spending this year, the broadest consensus of the all the channels measured. Closely following were social media (56.3% increasing spend) and display advertising (55.9%), with mobile marketing spend also expected to climb for a slight majority (51.9%) of respondents.

Still, more than twice as many respondents plan to increase (26.8%) rather than decrease (11.5%) their direct mail spending. Research from MarketingCharts has found that US consumers – particularly Baby Boomers – ascribe strong purchase influence to direct mail.

Respondents were also more likely to say they are increasing their tradeshow and event budgets.

So, what does all this mean for you?

Different target markets respond to different forms of marketing. That’s why it’s imperative for organizations to be cognizant of what methods work best for the demographics and audiences that they are trying to reach.

The first step in any marketing campaign is to figure out who you are trying to speak to and get your message in front of. From there you can evaluate which advertising mediums works best for your target audience.

As we start off 2016, it’s important that you and your team take some time to reflect on the past year and all of the changes that it brought. Look back on what worked and what didn’t, so you can carry those lessons with you going forward.

*About the Data: The StrongView and Selligent survey was conducted from November 25 to December 9, 2015 and gathered feedback from 295 business leaders across a range of industries, with the marketing and advertising industry most heavily represented. A majority (58%) of respondents come from organizations with more than 50 employees.