Forbes Survey Shows Search Engine Optimization & Email Marketing Effective & increasing ROI

According to a June 2009 Forbes survey, 92% of senior marketing executives plan to maintain or increase their search engine optimization (SEO) budgets over the next 6 months. As companies continue to invest more in SEO, they are seeking better ways to quantify and improve their return on investment (ROI). This is where advanced SEO measurement, optimization & conversion testing comes into play.

2009 Forbes Ad Effectiveness Survey highlights:

The tools seen as most effective for generating conversions were SEO (48%), email and e-newsletter marketing (46%), and pay-per-click/search marketing (32%).

SEO and Email and e-newsletter marketing are by far the most popular method of digital marketing among respondents, used by three-quarters.

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.

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.

In the coming six months, respondents expect that ad networks will see the biggest declines in allocation of marketing spend; viral marketing and SEO will likely see the biggest increases. Behavioral Targeting is the category that is least likely to see any changes in spend.

Above highlights aken from the official survey. Download the complete Forbes Ad Effectiveness survey here.

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