Many marketers are not making use of all the technologies and business data at their disposal, a new survey suggests.

According to a survey conducted by Advertise.com and the Search Engine Marketing Professional Organisation, almost half (46 per cent) of respondents are not using effective methods such as ad remarketing.

Almost one in five (18 per cent) said they are not using geotargeting to its full potential, while 16 per cent are not exploiting the benefits of traffic source optimisation.

Just over one in ten (13 per cent) respondents are not utilising keyword targeting and two per cent are not using category targeting.

Daniel Yomtobian, founder and chief executive of Advertise.com, said: “As online advertising continues to grow, newer technologies are recognised and evaluated against the more traditional approaches.”

He pointed out that retargeting can boost ad response by up to 400 per cent, so it is a technique marketers need to think about using more strategically.

Anna Talerico, vice-president of Ion Interactive, recently urged marketers to make use of conversion paths, as they are targeted and flexible and allow email leads to be segmented more effectively.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing
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