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Biggest Internet Marketers Rate Best & Worst Tactics of 2005 + Reveal 2006 Plans
Every December ad:tech and MarketingSherpa partner to survey the heavy hitters of online marketing to look back at what’s worked, and ahead at planned spending.
This year 680 marketers responded to their late December survey. On average, these leading marketers spent 44% of their total advertising and marketing budgets online last year. 44%! Here's what they had to say:
#1. What worked (and what didn't) this year in online ads & marketing
Over the past few years, search and email have been neck and neck in the race for top performer among online marketing tactics. Until now: in 2005, 52% of marketers said that search performance is ‘Great – outperforms other tactics’ compared to 47% for house email.
Why? One reason may be that keyword prices have stabilized. At the same time, top marketers are increasingly using more sophisticated methods for identifying high performance keywords.
Meanwhile, email to house lists remains important.
What didn't work so well in 2005?:
• Rented (non-house data)
• Banner ads
#2. 2006 budgets – where’s the money going?
Search jumped from 24% up to 38%, and online ads saw the largest increase of marketers projecting substantial increases – from only 16% in 2005 to 36% for 2006.
#3. RSS, blogs and video will see significant action in 2006
Podcasting and ad placement in video games are still in the early adopter phase. Others, like blogging and video ads, seem to be moving into the mainstream of marketing.
New Tactics for 2006
ad:tech also asked marketers how they’d experiment if given 100k for that purpose. There was a tie at the top between mobile and video. Looking at the charts in concert, it appears that mobile will be the next tactic to make the jump to the mainstream, following video, RSS feeds and blogging.
So ask yourself, Mr./Ms. Marketer in 2006, how would you spend 100k on experimenting with new tactics?
full story
posted by Unknown @ Tuesday, January 17, 2006,
