Email, Internet Search Most Effective in 2009, Per Survey


The marketing trade publication Brandweek highlighted a recent survey of media and advertising agencies, publishing companies, and Fortune 500 companies that indicated email and Internet search were the marketing tools yielding the strongest results last year.

As reported by Mark Dolliver from Adweek, the December 2009 survey by Datran Media questioned executives on the ‘marketing channels’ that performed the strongest:

  • Email – 39%
  • Internet search – 24%
  • Offline – 9%
  • Affiliate marketing – 9%
  • Display – 7%
  • Direct mail – 6%
  • Social media – 5%
  • Mobile – 1%

What I find interesting is that some fairly youthful tools in social media (Twitter, Facebook, etc.) performed only slightly lower than long-established direct mail (that’s cause they’re more fun & interactive than junk mail in my mailbox). Half of respondents (50%) also said they think social media will generate quantifiable results in 2010, so according to them all my Twitter time will be paying off!

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Any marketing and promotion media still has to be tied to

your own business’ overall marketing goals and your budget.

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My question would be, do these results simply indicate where the larger percentage of marketing dollars are being spent (e.g., companies simply spent more on ’email’ than on ‘display’ last year), or does it actually indicate what’s more effective in reaching customers? I think this is a good guideline to go by, but any marketing and promotion media still has to be tied to your own business’ overall marketing goals and your budget.

As for why they’re using digital media, the respondents have many of the same objectives as the average horse business owner or manager:

  • Reaching a target audience – 84%
  • Generating high-quality leads – 74%
  • Converting leads into sales – 63%
  • Measuring and understanding our audience – 60%
  • Retaining existing customers – 57%
  • Digitally transacting with customers – 54%

According to Dolliver, survey respondents said ‘targeting’ will be their primary online marketing tactic this year, which shows that larger companies and ad agencies also find it a challenge to get in front of their ideal customers, the same as equine businesses.

The good news is that in terms of digital marketing, these are tools well within the horse business owner’s reach. But as anyone who’s used a muckrake before knows, good results depend on how you use the tools!

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Filed under Equine Industry Marketing, New Media, Polls & Surveys, Technology, Uncategorized

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