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Marketers Use the Internet for Conversion

A study conducted by Forbes.com among top-marketers shows that the Internet is considered less powerful for brand building purposes.

More than eight in 10 marketers view conversions as the top metric for evaluating the success of an online campaign, while 55% cited registrations and 51% indicated clicks. Less than one-third of marketers listed brand building as a key metric.

According to Adweek (US Advertising Magazine) this means that tools like search engine optimization, pay per click advertising and page optimization are on top of the priority list, whereas display advertising and video are lower. This very well reflects the nature of the Internet as a consumer driven phenomenon: people are more interested in finding information or doing transactions than in viewing ads.



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