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Forbes Ad Effectiveness Survey
This is an interesting survey done by Forbes concerning online marketing campaign effectiveness. Certain points to consider from the ad effectiveness survey…
The magazine sought to better understand how senior executives regard digital marketing. Along with seeking the best and worst conversion vehicles, the survey also asked how marketers calculate successful campaigns.
82 percent factor in conversion figures or sales data;
55 percent – registrations;
51 percent – clickthroughs;
51 percent – impressions;
39 percent – search rank;
31 percent – brand perception;
16 percent – customer feedback; and
14 percent – reach to target.
When asked about their expected changes in digital media tactic allocation over the next six months, respondents said they plan to allocate a higher percentage of their digital media dollars to viral marketing (42 percent) and SEO (40 percent). Fifty-three percent, however, said they intend to spend less on ad networks. Behavioral targeting is the tactic expected to see the least change over the next six months, with 57 percent of respondents planning to allocate the same amount to it.
