Advertisers advised to plan online marketing carefully
According to research by Lynchpin Analytics, by not planning the use of online advertising channels such as search, email and banner, companies could risk losing up to 50 per cent of returns from their marketing investment.
The study revealed that some 54 per cent of online sales triggered by banner advertising had relied on previous online visits via other channels such as search engine optimisation. If the search presence was not there, the banner sales would be unlikely to occur.
Meanwhile, about 17 per cent of customers who had accessed a website via banner adverts used a search engine when looking to return to the website to make an online purchase.
Lynchpin claimed that "clear implication is that the benefits of search and banner are diluted if both are not in the mix".
Managing director Andrew Hood said: "Our research shows that marketing channels do not operate in a vacuum and budgets must be strategically invested to maximise the return on investment of individual channels."
The study also claimed that customers sourced from email marketing campaigns are twice as likely to bookmark websites to make future purchases compared to consumers from other internet channels.
Research by Adestra recently revealed some 47 per cent of companies are not adequately tracking any return on investment from their email marketing strategies.
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06.03.2007.
