SEO most effective at gaining conversions

Search engine optimisation (SEO), along with pay per click advertising and email marketing have been noted as the most effective tactics for garnering conversions, a new study has revealed.

The Forbes Ad Effectiveness Survey has been released this month after polling senior marketing executives between February and March of this year.

Among the other findings were that site sponsorships and pay per impression programs on digital publications were effective ways of influencing brand perception.

Over the next six months, 40 per cent of marketing employees stated that they would be allocating a higher percentage of their funding into SEO methods.

And 82 per cent claimed they measured their success through conversions or sales data, while 55 per cent measured it against registrations and 51 per cent with click-throughs.

Forbes.com president and chief executive officer Jim Spanfeller said: "The need to build a trusted relationship with customers as part of an overall marketing strategy may in turn increase the need for contextual ad environments that align the advertiser's message with trusted, branded media."

Search Engine Watch's Gregg Stewart recently stated that making use of local listings was also an important marketing tactic.

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