Forbes study: SEO, PPC and e-mail influence conversion best
By Christopher Hosford of BtoB Magazine
Story posted: June 2, 2009
New York—When it comes to garnering conversions, senior marketing executives view search engine optimization, pay-per-click (PPC) and e-mail tactics as the three most effective tools, according to a new study by Forbes Media.
Respondents to Forbes’ survey rated ad networks and video ads as least effective.
Among other study highlights, brand perception was considered most influenced by sponsorships and pay-per-impression programs in digital publications. Ad networks and PPC search were rated least effective.
The low rating of ad networks in support of both conversion and brand perception is due to its primary role in demand fulfillment rather than demand creation, according to Forbes.
The study, “Ad Effectiveness Survey,” polled marketers online in February and March on their attitudes toward digital marketing. It generated 112 responses.
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Martine Hunter is a creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing.