More Marketers to Employ Online Audience Measurement Tools

Business owners responding to Datran Media’s 2010 Annual Marketing & Media Survey told a familiar story. Over half of the respondents said that revenue  suffered in 2009. On the plus side, nearly 75% are looking for revenue to trend up in 2010. To drive the growth, business owners will use a mix of media formats and they'll be measuring their online efforts to see what is working.

Here’s what survey respondents say were the strongest marketing channel performers in 2009:

  • Email: 39.4%
  • Search: 23.6%
  • Offline 9.4%
  • Affiliate marketing: 8.7%
  • Display: 7.1%
  • Direct mail: 6.3%
  • Social media: 4.7%
  • Mobile: 0.8%

While many business owners plan to increase their online marketing efforts, they continue to be concerned about measuring results. In order to measure those results, business owners must first determine their key objectives and for respondents in this survey pool, the top 3 objectives are:

  • Reaching a target audience: 84.2%
  • Generating leads 73.6%
  • Converting leads to sales 63.2%

To achieve these objectives, look for business owners to engage in online marketing in 2010  as follows:

  • Targeting 77.6%
  • Retention/​Loyalty 63.2%
  • Audience analytics/​measurement 71.2%
  • Email list growth 63.2%
  • Content creation 54.4%

The top measurement tactics for online marketing efforts will include:

  • Clicks 72%
  • Impressions 58.4%
  • Conversions 59.2%

Over 29% of respondents say that accuracy remains the chief concern of businesses. And because nearly 8 in 10 of respondents in this survey believe that accurate online measurement is somewhat or very important for increased brand awareness, higher revenue and better overall performance, more businesses will likely be investing in new online measurement tools in 2010.

[Source: 4th Annual Marketing & Media Survey. Datran Media. 2010. Web. 20 Apr. 2010] 
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.