DMers have found strategies to succeed in Web marketing, a Direct Marketing Association study reports.
According to the report, nearly 70% of marketers reported online profits, compared to 49% in 1999. Some 55% of the 400 companies polled are more focused on measuring ROI and using these measures to determine areas for future investment and growth.
In other findings:
* Eighty-six percent of respondents expect interactive media will increase revenue over the next three years.
* On average, companies spend more on online site development than for promotion of their Web site (a median of $60,000 for development vs. $50,000 for promotion).
* Web site marketers cite search engine positioning (66%) and e-mails to customers and site visitors (54%) as the top online promotion methods used to drive traffic to their Web sites.
* E-mail was rated the most effective promotional tool by respondents. But they said search engine positioning is used the most, though it was only rated “somewhat effective.”
* The majority of respondents identified catalogs as the most effective and highly used traditional direct marketing technique to drive Web traffic.
The survey was conducted by The DMA in cooperation with the Association for Interactive Media (AIM) and the Internet Alliance (IA)
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