The second annual AD:TECH study (questions asked of attendees of fall Ad:Tech, sent in Dec. 2004) offers a good sense of what marketers are finding on the ground, and what they're expecting for the new year.
The leading marketing method for online marketers -- 45% of respondents said it works "great" -- is emailing a house list. Hot on its heels, though, with 41%, is paid search.
All email didn't fare that well, of course. Emailing a rented list and email newsletter ads were right at the bottom, with only 12% and 13%, respectively, saying they work "great."
Marketers are all talking about, and budgeting for, the same things, it seems. Leading the way in the "will increase budget" category is complete website revamps, with 32% of respondents believing that their companies will get moving on long-overdue overhauls this year. 24% stated that search engine marketing was slated for a significant increase. 20% had something less drastic than massive site overhauls in mind -- they believed their companies would budget more for "custom landing pages" in '05.
Respondents also felt like they'd be measuring and optimizing better with the help of sophisticated analytics and bid management tools. With over half of respondents planning to make better use of these tools, it looks like market demand for them is actually slightly ahead of the tool vendors' capacity to release all the features everyone wants.
All in all, marketers are keenly aware that there is much to do this year to ensure that their companies are reaching prospects in as efficient a manner as possible (without burning the permission they've fought so hard to earn.) Related software and service vendors couldn't be happier.
Posted by Andrew Goodman
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