For garnering conversions, search engine optimization, pay-per-click and e-mail tactics are the three most effective tools. Meanwhile, ad networks and video ads are among the least effective.
These are key takeaways from a Forbes magazine ad effectiveness survey of senior marketing executives conducted in February and March. The magazine sought to better understand how senior executives regard digital marketing. Respondents were invited to participate in the survey via e-mail, and 112 responses were received.
In addition to 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.