Forbes.com Ad Effectiveness Survey

# Respondents appreciate the halo effect that a website or publication can have on their brand; 43% said that sponsoring a website, page or digital publication is the most effective digital tool when it comes to affecting brand perceptions.

# SEO and Email and e-newsletter marketing are by far the most popular method of digital marketing among respondents, used by three-quarters.

# Respondents were by far the least happy with ad networks, with half saying that the results did not meet expectations.

# 87% measure results of their digital campaigns in some way, the most popular being benchmarking against goals set prior to the campaign.

# The success of digital marketing appears to be measured by physical action, with impact to the bottom line being far and away the most important factor in determining success.

# When it comes to behavioral targeting, the strongest concern by far among respondents was its effectiveness, followed by fear of customer backlash.

# The tools seen as most effective for generating conversions were SEO (48%), email and e-newsletter marketing (46%), and pay-per-click/search marketing (32%).

# In the coming six months, respondents expect that ad networks will see the biggest declines in allocation of marketing spend; viral marketing and SEO will likely see the biggest increases. Behavioral Targeting is the category that is least likely to see any changes in spend.

via Forbes.com Ad Information.

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