What’s Working In Online Marketing

MarketingSherpa recently summarized the results of their 2004 survey of AD:TECH attendees.

Here’s the list of “great results” votes — the percent is of the folks who used that particular tactic, which felt it performed “great” versus moderately or badly:

Email house list: 45% great votes

Paid search ads: 41% great votes

Behavioral targeting: 41% great votes

Affiliates: 35% great votes

Rich Media ads: 34% great votes

SEO (organic): 29% great votes

Text-link ads: 24% great votes

Pops: 24% great votes

Email newsletter ads: 13% great votes

Standard Web banners: 12% great votes

Email rented list: 12% great votes

Of the tactics that marketers will be focusing on this year, the following list won a “substantially increase” spending vote.

Web site revamps: 32%

SEM budget 24%

Custom landing pages 20%

Online ads in general 16%

Email campaigns 15%

The results aren’t all that surprising. Marketers have learned that just having a website and driving traffic to it isn’t enough. Now, the focus is on return on marketing investment – which, in this case, is how many web browsers can you turn into leads or buyers? That requires understanding the types of people that visit your website, where they are in their buying cycle, and how to get them to take the next step – whether that be join a newsletter, download a free guide, buy your product online, or call you to set up a consultation.

Marketing Wisdom for 2005

MarketingSherpa also recently published a free guide to what’s working in online marketing called Marketing Wisdom for 2005. This collection of 105 marketing tips offers a wealth of information and best practices about email, search marketing, website conversion and other marketing strategies that get results.

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