Check out the 2009 Ad Effectiveness Survey on Forbes.com. Here are some of the highlights: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.
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. What's even more interesting is how marketers are measuring success: * 82% say they are using conversions or sales data (Comment: So it's still about driving sales, acquiring/retaining customers. Not so much about visibility or spreading the word.)
* 55% use registrations
* 51% use click-throughs
* 51% use impressions
* 39% use search rank
* 31% use brand perception
* 16% use customer feedback (Comment: Wow! This is low. What happened to companies listening to their customers?)
* 14% use reach to target
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