Connecting Ad Type to Strategy

Did you know that online marketers are likely to use specific forms of marketing to achieve specific goals? MarketingSherpa recently surveyed businesses to understand the relationship between ad strategies and tactics. The findings revealed identifiable patterns.1128001_sold_2

Brand Awareness

When online marketers seek to boost brand awareness, here’s what they use:

  • Non-​standard ads (floating, peel-​backs, etc) 41%
  • Non-​interactive banners 34%
  • Sponsorships 29%

Lead Generation

When the spending is all about generating leads, marketers prefer the following online tactics:

  • Pay-​per-​click search ads 60%
  • Contextual text ads 52%
  • Highly interactive display 49%

MarketingSherpa suggests that sponsorships make ‘the most sense for marketers focused on brand consideration and education.’

Check out the rest of the chart to see what marketers use to generate direct sales and compare this to your strategy.

[Source: Every Ad Has a Purpose, Marketing Sherpa, 6.09.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.