Paid search and SEO expected to have best ROI
Every year Marketingsherpa does a research amongst consumer marketers to find out what their online tactics will be in the next year. In the last Quarter of 2008 they again did a survey. Marketingsherpa found that House email, SEO and paid search are most likely to have the best ROI.
The research also shows that display advertising might have a tough year ahead. Marketers think it will have a lower ROI compared to last year. Combined with the economic cutbacks most companies are making chances are display adds will be used less often in 2009.
The research is another sign that search might just be partly immune for the economic downfall and might even benefit from it. Since marketers have less money to spend and are looking for different ways to spend their money search is a logical direction to look at.
Since search advertising can be targeted very well the ROI will probably be larger. Added to that is the fact that search advertisement can be controlled much better than banner-ads. The minute you hit you targeted number of hits you can step out. That makes search advertising a safe way of advertising.
However, to state that "banners are dead" might be a bit too much. As the research shows the faith of getting a good ROI might be falling, compared to other ways like affliate marketing and pop ups for example there is still enough business in there for banner advertisers.
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