U.K. Marketers Shun Banners as Marketing Strategy

Americans aren’t the only ones suffering from a lack of faith in banner advertising. According to a survey done in Britain by NewWorld Commerce and Marketing Week, only 3 percent of the respondents said banners were the most effective means of acquiring customers.

More than 60 percent (63 percent) of the companies surveyed already have an e-marketing strategy in place, with Web sites being regarded as the most important element of an e-marketing campaign. Sponsorship of third party sites was called the least popular.

Early adopters of technology, such as the telecoms, IT and services industries are leading the pack in terms of e-marketing activity. More than three-quarters of telecommunications marketers claimed to have an e-marketing strategy in place, followed by 75 percent in the service sector and 60 percent within the IT industry.

The survey, which was run in conjunction with Marketing Week’s eMarketing Conference, also found that that 85 percent of companies view advertising as a key part of their marketing mix. This barely surpasses direct marketing, which was viewed by 84 percent of respondents to be an essential part of the marketing mix.

Use of the Internet and email as an integral part of a marketing mix is widespread. More than 70 percent of the companies surveyed included email marketing within their marketing mix, and 58 percent plan to use wider e-marketing. Web sites were viewed as the fourth most effective method of customer acquisition.

Four factors are driving companies toward the use of online marketing methods. They are: interactivity; cost-effectiveness; efficiency as a means of regular contact; and speed. However, nearly half of the respondents to the survey admitted their current Web site did not integrate well with their offline marketing activity.

Valued-added services, such as newsletters, loyalty programs and surveys are growing, with 63 percent of respondents offering a newsletter. But such methods of marketing are being moved online slowly in Britain, with only 24 percent of respondents offering an online version of their newsletter in addition to the hard copy.

NewWorld Commerce undertook a similar survey using its own database contacts in conjunction with the Marketing Week survey, and found similar conclusions.

“The overriding message from both surveys is that the Internet is now viewed as an essential part of any marketing campaign,” said Donal Daly, CEO of NewWorld Commerce. “However, the benefits that bring real value to the users, such as real-time communication and two-way interactivity, are yet to be capitalized on by the majority of respondents. More visionary marketers see the Internet as a dynamic, interactive tool for building customer relationships — not just a means of cheaper outbound messages and a repository for static information.”

The survey was conducted using NewWorld Commerce’s specialist tool NewWorld Direct. Approximately 4,000 marketing personnel were invited to take part in the survey, which enjoyed a response rate of more than 10 percent. Of those that responded, 60 percent were at Marketing Manager level or above, with 14 percent being at Marketing Director level.

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