Search Seen as Most Effective by Marketers

According to the latest study from eMarketer, a survey of online marketers that attended ad:tech and readers of Marketing Sherpa were asked what marketing tactics worked for them in 2006, and what they planned on doing for 2007.

Paid search ads were reported as the most effective tactic by 49 percent of respondents. That’s down from 52 percent response last year, but still tops the list. House-list e-mail marketing came in second at 47 percent for both years. Search engine optimization (SEO) showed the biggest jump in reported effectiveness in 2006, moving up from 33 percent to 45 percent in 2006.

Paid search was also picked as a least effective tactic by just 9 percent of respondents, and SEO by 11 percent of respondents. The top “worst performing” tactics named were rented e-mail lists, at 56 percent, followed by pop-ups at 45 percent and e-mail newsletter ads at 42 percent.