Banner ads falling in popularity
Thursday, 29, May 2008 02:17
Marketers are concentrating their online budgets on search engine optimisation (SEO), email marketing and pay-per-click, in preference to the more traditional banner advertising, a new survey has suggested.
A survey conducted by the Online Marketing and Media Show (OMMS) discovered that more than a third of respondents plan to spend as much as 25 per cent of their overall marketing budgets through online promotions, a 15 per cent increase on the proportion they planned to spend last year.
Sally Maltby, event director for this year's OMMS, explained that marketers want clear results, which SEO and pay-per-click can provide.
However, she predicted a rise in the amount businesses spend communicating with consumers through social media.
"Now marketers want to engage with their audience beyond the first click. As the industry starts seeing improved measurement tools in place for social media, marketers will begin experimenting and investing more online," Ms Maltby forecast.
Recently, Rachel Hawkes, editor of the Social Media Portal, predicted that there will be an increase in demand for niche social communities.
She believes that a rise in niche social networks is likely to be the next big Web 2.0 development.