SAN FRANCISCO, CA--(Marketwire - April 5, 2011) - Bizo, the leading solution for reaching and engaging business professionals online, today unveiled the results of an online survey of leading marketers from both businesses and leading advertising agencies. The results show display advertising topping the list of marketing priorities this year and more than half of marketers spending more on display this year than last year. A presentation of the full results can be seen here: http://portal.sliderocket.com/AHJJM/Bizo-Online-Marketer-Survey
Display tops the priority list for online marketing initiatives this year
When asked to rank their top three priorities for marketing initiatives for 2011, marketers revealed that Display was most important (65%) followed by Mobile (60%) and Search Engine Optimization (56%). The survey also indicates an emerging focus on social media (46%) -- video and content syndication were notable "write ins." Nearly all marketers (90%) report that Display is as important or more important to their marketing mix than last year and almost half of marketers (49%) plan to spend more on display advertising this year than they did last year.
Display advertising spurs target prospects to action
So, what is behind this surge in enthusiasm over display advertising? For marketers who had increased their focus on display advertising over the last year, the three biggest benefits include increased site traffic (54%), more desired actions or conversions (e.g., whitepaper downloads, free trial sign-ups, etc.) (46%), and increase in qualified leads generated (42%).
"We believe strongly that the business consumer's appetite for online content has evolved such that display advertising is now the best way to reach and engage business professionals at scale," said Russell Glass, CEO of Bizo. "The results of this survey reinforce the trends we see playing out with ad dollars moving online at a blurring pace and data-driven audience targeting proving to be the game-changer in display advertising."
Measuring campaign performance is a challenge; Marketers looking to understand business segment-specific site traffic and actions versus generic site traffic analysis
The greatest percentage of marketers (60%) said that measuring effectiveness was the biggest challenge to implementing a successful display campaign. Interestingly, 62 percent of marketers are using Google Analytics but what marketers really care about is being able to identify who is visiting their site. Sixty-three percent of marketers report tracking precise business segments either in addition to or instead of general site analytics. Most marketers (89%) said that understanding the precise audience segments visiting their website and those segments' activities on the site is important to determining and optimizing their overall marketing strategy.
Bizo provides the industry's only audience marketing platform that enables marketers to reach, educate and influence their target business audiences, wherever they travel across the web. Building on Bizo's experience with hundreds of leading brands, and powered by rich, third party-certified, anonymous data on more than 85 million business professionals, the platform is peerless in enabling marketers to cost-effectively access the precise business audiences they care about and measure the full impact of their campaigns.
Survey methodology
The week of March 25, 2011, Bizo surveyed leading marketers across businesses and agencies to uncover trends in online marketing. Using online survey technology from Survey Monkey, Bizo collected more than 130 responses comprised of 29 percent in-house marketers and 64 percent advertising agencies. A diverse range of companies participated with 25 percent reporting annual revenue over $100 million and 30 percent under $10 million with the rest in between.
About Bizo
Bizo is how marketers reach and engage business professionals, wherever they travel online. Bizo's unique ability to precisely target more than 80% of the US business population gives marketers cost-effective access and insight into business professionals -- the most valuable online audience segment. Hundreds of leading brands including AMEX, Monster, Jaguar, Microsoft, and FedEx count on the precision and deep analytics that the Bizo Audience Marketing Platform provides to reach, educate and motivate business professionals, boosting the effectiveness of every dollar invested across their marketing program mix. Bizo is privately held and based in San Francisco, California. For more information on Bizo, or for a free look at the Bizographic make-up of your website audience, visit www.bizo.com
Contact Information:
Media Contact
Carol Carrubba
Borders + Gratehouse
415.963.4174 ext. 6
bizo (at) bordersgratehouse (dot) com