Display, Mobile Top Marketers’ 2011 Priorities
ADOTAS – When B2B targeting pro Bizo asked both B2B marketers and ad agencies for their top three online marketing priorities in 2011, display came in on top with 65% of the vote, followed by mobile with 60% and SEO with 56%. Ninety percent of respondents said display was as important or more important to their marketing mix as the previous year while about half planned to spend more in that area than last year.
Increased site traffic accounted for the increased display focus for 54% of those surveyed, with 46% citing conversion activity (along the lines of downloaded white papers and trial signups) and 42% yearning for qualified leads. According to 60% of respondents, the biggest challenge in display campaigns was measuring effectiveness. About 90% desired breakdowns by precise audience segments and their activities on site.
“We believe strongly that the business consumer’s appetite for online content has evolved such that display advertising is now the best way to reach and engage business professionals at scale,” said Bizo CEO Russell Glass. “The results of this survey reinforce the trends we see playing out with ad dollars moving online at a blurring pace and data-driven audience targeting proving to be the game-changer in display advertising.”
Click here for a slideshow with the complete results.
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