InsightIQ Blog

Shift from Display to Email and Search Marketing

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Feb 25 2009

The online advertising business is in for a rough patch, especially for display advertising. The signs are everywhere. Yahoo, the biggest publisher of display ads on the Web, reported a 2 percent decline in display ad revenues in the fourth quarter, and the New York Times is seeing even steeper declines.

 

There is just way too much advertising inventory out there, and Websites are actually trying to show fewer ads per page to reduce ad clutter and keep advertising rates from cratering.

 

As a consequence of the declining display ad revenues and the over-saturation of ads, there is simply no need for the 300-plus ad networks out there. Also more companies will be using email marketing and search advertising to get better ROI in 2009.

 

E-mail marketing metrics have stayed largely steady during the past couple of years, according to Epsilon data released in January 2009. The company said deliverability rates were almost exactly the same in Q3 2008 as they were in Q3 2006. Open rates and click-through rates dipped during the same period, but only slightly.

Companies are realizing that it is imperative to employ segmentation and personalization techniques to make their e-mails more relevant have the opportunity to significantly increase their response rates.

 

It has been proven that the paid search marketing has much more effective ROI though it requires more investment or cost.  This trend of more investment in Search marketing and email marketing will fit right into Quaero's offering around integrated marketing. An area that Quaero can also make an impact is search landing page optimization.

 

 

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