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There's an old saying in marketing...
"I know half of my advertising is working ... I just don't know which half."
Well, a recent Forbes Magazine 2009 Ad Effectiveness Survey indicates that marketing professionals are getting a better handle on the marketing vehicles that are performing and those that are not.
Below are just a few of the highlights from the full study that can be found here.
- 43% said that sponsoring a website, page or digital publication is the most effective digital tool when it comes to affecting brand perceptions.
- SEO (48%), email and e-newsletter marketing (46%), and pay-per-click/search marketing (32%) were viewed as the most effective lead conversion vehicles.
- Respondents were by far the least happy with ad networks, with half saying that the results did not meet expectations.
- 87% measure results of their digital campaigns in some way, the most popular being benchmarking against goals set prior to the campaign.
- The success of digital marketing appears to be measured by physical action, with impact to the bottom line being far and away the most important factor in determining success.
- In the next six months, respondents expect that ad networks will see the biggest declines in allocation of marketing spend.
- Viral marketing and SEO will likely see the biggest increases in funding.
What marketing vehicles are working well for your organization? Which ones are not? Take the time to find out so you can reallocate funds to high-performing categories. You're bound to experience greater success.
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