Behavioral targeting, search engine optimization (SEO), and direct email using house lists are the best-performing tactics in online marketing, according to MarketingSherpa’s annual survey of ad:tech attendees.
SEO is gaining in popularity among marketers: 57% of those surveyed in 2007 said it outperforms other tactics (”great ROI - outperforms other tactics”), compared with 45% in 2006.
Email marketing from house lists, a top tactic of 47% of marketers in 2006, was cited by 42% in 2007.
Behavioral targeting offers a stronger ROI than contextual targeting, marketers again said - but in greater proportions: 44% said so (up 10 percentage points from 2006), while 21% cited contextual advertising (down 8 points).
Paid search remains a strong money maker for 34% of those surveyed, but that’s down from 49% in 2006, likely due to increased competition that raised keyword prices and lowered ROI.
clipped from: www.marketingcharts.com 