Among online marketing tactics available to Web marketers, remarketing––bringing back users that abandon a website––is the most underutilized, according to a survey conducted by SEMPO and Advertise.com.
Nearly one-half of marketing professionals (46.3%) say remarketing (also known as retargeting) is underused. Other responses regarding the underuse of marketing technologies include the following:
- Geotargeting: 18.3%
- Traffic source optimization: 15.9%
- Keyword targeting: 13.4%
- Other: 3.7%
- Category targeting: 2.4%
Nearly one-third of marketers (30.5%) say they use or have used display remarketing in their online advertising. Of those, 53.1% say remarketing made their advertising more impactful.
As for local search, 81.7% of marketers say they implement local search campaigns online.
Asked which marketing options provide the best ROI, most marketers cited search:
- Search: 70.7% of marketers
- Cost-per-action (CPA): 14.6%
- Email: 6.1%
- Social media: 3.7%
- Other: 2.4%
Over one-quarter (26.8%) of marketers say they don't use a CPA model in their online advertising strategy. The marketers who do use CPA (73.2%) say they do so to achieve the following:
- Drive sales leads: 52.4%
- Drive traffic to a site: 13.4%
- Drive brand awareness: 6.1%
- Other: 1.2%
"As the industry matures, SEMPO recognizes that new technologies and tactics, such as retargeting, will become increasingly important to the search marketer, "said Sara Holoubek, SEMPO president. "We look forward to a fruitful industry discussion on how search and remarketing can best be married for maximum ROI."
About the data: The survey of specialized marketers was conducted in August 2009 jointly by SEMPO (Search Engine Marketing Professional Organization) and Advertise.com, a provider of search and display advertising.
