Friday, July 6, 2012

How are marketers integrating display with other channels?

Integrating display advertising with other online channels has a positive impact on conversions, though less than half of marketers are currently doing this, according to Econsultancy's Cross-Channel Marketing Report 2012
The report, carried out in association with Responsys, looks at the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
The report is based on a survey of more than 650 companies and agencies, carried out in April and May 2012.

Here are a few highlights from the section on integrating display advertising...

Integration of display with other channels 

Marketers are most likely to be integrating on-site content management (44%) and search engine marketing (37%) with display advertising.
28% are currently integrating display with social media marketing, though a further 44% are planning integration between these channels. 
Are you integrating display advertising with any of the following marketing disciplines?
According to our respondents, integration pays dividends. 
  • Of those integrating on-site content management, 66% report that this has had a positive impact on conversions.
  • 70% of the companies integrating search engine marketing report an uplift in conversions.
  • 55% say mobile has resulted in an uplift.
What is the effect on conversions when integrating the following marketing disciplines with display advertising?
59% of companies integrating display advertising and social media says it has had a positive impact on conversions, though just 28% overall are using this tactic. 
Read Full Article Here

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