July 19, 2010, 5:37 PM

Paid search leads the way in online marketing

62% of online marketers place ads on search results pages.

Zak Stambor

Managing Editor

Lead Photo

Paid search is the dominant form of online advertising, according to a Direct Marketing Association report released today. Click here to view all charts on Marketing.

The report, “Digital Marketing Practices & Trends Report,” found 62% of online marketers place ads on search results pages. No other form of online advertising is used by more than half. The next most common form on online advertising is banner ads (45%) and affiliate networks (28%).

The report also found that digital marketing channels, including e-mail, search engine marketing and mobile ads, are consuming a growing share of advertisers’ overall marketing budgets. While direct mail makes up the largest share of spend in dollars at 17%, that percentage is set to fall to 16% in the next year, as the dollars allocated to search engine marketing increase from 12% to 13% and e-mail marketing to customers increases from 9% to 10% of marketing budgets. Mobile advertising is also set to rise from 2% to 3%. 

Social media usage also continues to rise. 88% of business-to-business companies and 82% of direct-to-consumer companies use social media in some fashion, says the report. The two leading channels are social networks, such as Facebook (58%), professional social networks like LinkedIn (55%) and microblogging sites like Twitter (51%).

The Direct Marketing Association report is based on an e-mail survey of 541 online marketers conducted in November and December.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement