Marketers look to SEO to improve brand awareness
A study conducted by Direct Marketing Association (DMA) indicated that some 50 per cent of respondents included a direct response mechanism as part of their internet marketing attempts.
Meanwhile, a call-to-action was used by 52 per cent of advertisers within web pages and 45 in email marketing.
The research also revealed a desire to combine direct marketing techniques with search engine optimisation (SEO) methods.
Response mechanisms were used alongside SEO by 28 per cent of those surveyed.
Some 31 per cent of respondents used SEO to target audiences.
DMA spokesperson Eugenia Steingold said: "The findings of our latest report show that direct marketing tactics designed to increase consumer awareness and action are ubiquitous."
Meanwhile, a study by the Search Engine Marketing Professional Organisation indicated brand awareness is a "top goal" for 53 per cent of search engine advertisers.
This month, research by McAfee revealed search engines are providing more reputable results, as the number of links to fraudulent websites from popular keyword terms fell to four per cent over the course of May - down from five per cent in the same month last year.
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