Most Effective Online marketing tactic generating conv. according to US Sr. exactuives. % of respondents.
$1 Million (n=49) all respondents (n=112)
SEO 53% 48%
Email & newsletter 39% 46%
Pay Per Click/search 43% 32%
site or page sponership 14% 20%
Viral Marketing 12% 15%
Video ad 10% 6%
The next-most-effective conversion tactic for smaller marketers was e-mail and e-newsletters, followed by pay-per-click and search ads, behavioral targeting and page sponsorships.
For larger marketers, the list of effective online tactics was nearly the same, except search and e-mail were flipped. Pay-per-impression ads were also more effective for larger marketers
To build, maintain or change brand perceptions required different tactics, however.
For both small- and large-budget marketers, site or page sponsorship and SEO were considered the most effective ways to build a brand online.
Most Effective Online marketing tactic for effective brand perceptions according to "US" by senion level marketing executive by budget size feb-march 2009
$1 Million (n=49) all respondents (n=112)
site or sponsership 37% 43%
SEO 29% 32%
Email and newsletters 18% 30%
PPI ads on digital publication 29% 25%
Viral Marketing 27% 25%
Pay Per Click 14% 14%
Pay-per-impression ads came next on the list for big spenders, while the more budget-constricted focused on e-mail newsletters, pay-per-impression and viral marketing.
Perhaps in anticipation of the end of the recession marketers are changing their spending priorities in the six months after March 2009 to feature more viral marketing, SEO, behavioral targeting and pay-per-click.
Overall, 57% of respondents said they still spend less than 25% of their marketing budgets online.
