- Paid Search used by 12 percent fewer organizations, compared to 2008
- Use of new social media marketing most prevalent in the US; Online Display Advertising more effective in American market than elsewhere
New research from Econsultancy and Clash-Media, the online
customer acquisition specialist, shows that 53 percent of marketing budgets for
US companies have increased in the past year, in the face of slow economic
conditions. This extra budget is being used to fund high-return Online Lead
Generation campaigns, with Email Marketing the top area of spend, with 75
percent of organizations using it.
According to the research, Paid Search
has become less popular within online marketing, with 12 percent fewer companies
using it compared to last year – largely because ROI is harder to achieve and
quantify. The US leads the way in innovation: 49 percent of companies use social
media marketing, compared to 32 percent in the UK and 29 percent in Europe.
"It's great news for the industry that the majority of marketers have
increased budgets and can see the benefits of Online Lead Generation," commented
Matthew Conlin, Sales Director of Clash-Media US. "Advertisers need more
visibility of their campaign and more relevant data in order to achieve higher
quality results overall. It is important that campaigns are personalized to
potential customers, and US marketers lead the world with their integration of
social media marketing into the media mix. This now combines with other methods,
such as Online Lead Generation and online display advertising, to achieve higher
campaign ROI.
"The findings back up our experience, that the type of
Online Lead Generation and customer acquisition offered by Clash-Media is a
perfect fit for advertisers at a time when performance-based marketing is one of
the fastest growing requirements," continued Matthew Conlin. "Our transparent
approach to identifying interested consumers maintains advertisers' brand
integrity through quality content-based placement, and ensures maximum ROI by
only charging when a consumer engages with the brand."
The growth
in online marketing channels
Some of the respondents to the survey
provided insight into why they are moving even more budget towards online
channels:
"Better comparability between online and offline Cost per
Lead has enabled us to shift budgets from off- to online."
"Offline is
too expensive and doesn't get the same speed of responses as online. Online
gives faster calls to action and results too."
"It has become more
important to measure the return on investment, considering typical
advertising/marketing budget cuts."
Clash-Media delivers a global
and fully transparent Online Lead Generation service that connects advertisers
with consumers. It is a full-circle data solution that collects and manages
customer data for its clients, producing qualified leads in line with
advertisers' exact specifications to deliver an optimized return on investment.
Clash-Media provides its clients with a centralized managed service to support
any lead generation campaign. It has established a wide global network of
partners that enables it to operate in any market around the world, and its
quality control processes and technologies maintain the highest standard of lead
generation.
About Econsultancy:
Econsultancy is
an independent community-based publisher, focused on best practice digital
marketing and e-commerce. It helps its members build their internal capabilities
via a combination of research reports and how-to guides, training and
development, face-to-face conferences, forums and professional
networking.
For the last 10 years, its resources have helped members
learn, make better decisions, build business cases, find the best suppliers,
accelerate their careers and lead the way in best practices and
innovation.
Additional information is available at http://econsultancy.com
About Clash-Media:
Clash-Media is a global
leader in performance-based data marketing that has pioneered new techniques in
Proactive Online Lead Generation. The company's powerful lead generation network
connects advertisers to consumers producing qualified leads, with detailed
profiles on their interests, in line with advertisers' exact specifications.
Clash-Media launched in 2006 and now delivers around five million fully
opted-in sales leads every month for customers around the globe, including
Samsung, Toyota and Cheapflights.
Clash-Media currently has offices in
London, New York, Copenhagen, Stockholm, Munich and Paris. It plans to expand
into Spain, Italy and Asia-Pacific.
Additional information is available
at www.clash-media.com