Datran Media: Marketers to focus on strongest performers

Email may not be the sexiest online advertising medium, but you can expect it to increase over the next year. Why? Because, according to a recent report, email is seen as one of the strongest ad performers; with the economy still faltering, marketers are turning to their strongest performers rather than taking chances on newer forms of advertising.

by Kristina Knight

The Third Annual Marketing Survey from Datran Media found that email and search are thought of as the strongest online ad performers; these ad mediums are expected to far outpace direct mail, mobile and offline ad mediums throughout the coming months. Display is also seen as a strong performer.

One interesting tidbit from the report, however, is that social ad spending will also see an increase, even though it has not performed at the same pace as email, display or search advertising.

Other interesting findings include:

• 59% of marketers play to use display ads
• 65% plan to use behavioral targeting
• 76% plan to focus on audience analytics
• 80% plan to use targeted email campaigns

Although marketers are interested in mobile campaigns, specifically smartphone marketing, this emerging market is still seen as a risk. Only about 36% plan to use smartphone campaigns and only 34% plan to use general mobile marketing efforts.

Tags: advertising trends, Datran Media, display ads, mobile marketing, online advertising, search marketing