ad:tech Survey: Best and Worst Online Tactics

Some highlights from ad:tech's Best & Worst List of 2007:
  • SEO is gaining in popularity among marketers: 57 percent of those surveyed in 2007 said it outperforms other tactics ("great ROI - outperforms other tactics"), compared with 45 percent in 2006.
  • Email marketing from house lists, a top tactic of 47 percent of marketers in 2006, was cited by 42 percent in 2007.
  • Behavioral targeting offers a stronger ROI than contextual targeting, marketers again said - but in greater proportions: 44 percent said so (up 10 percentage points from 2006), while 21 percent cited contextual advertising (down 8 points).
  • Paid search remains a strong money maker for 34 percent of those surveyed, but that's down from 49 percent in 2006, likely due to increased competition that raised keyword prices and lowered ROI.
What's on the 2008 horizon?
  • Some 32 percent of marketers cited PPC (i.e., agreed that they plan to increase their budgets for the tactic more than 5 percent).
  • Strong ROI from behaviorally targeted ads is likely to attract more investment - 27 percent of marketers said they'll increase their spend, compared with 18 percent in 2006.
  • 93 percent said agencies recommended an increase in spending or begin spending on viral video.
  • 87 percent were asked to start or increase viral marketing spend on social networking sites.
  • 60 percent were urged to try, for the first time, wireless ads on mobile networks.
  • 62 percent said agencies advised advertising, for the first time, in games and virtual worlds.
From MarketingVOX

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