Search engine optimisation (SEO) is one of the most popular email marketing tactics, new research reveals.

According to Forbes’ Ad Effectiveness Survey, the majority of marketers rate SEO, pay-per-click and email as the tools most likely to achieve marketing success.

Meanwhile, pay-per-click search and advertising networks were ranked as the least effective marketing methods.

Jim Spanfeller, presidents and chief executive of Forbes, said: “Ad network spending is all about demand fulfilment, while direct-to-publisher display is much aligned with the traditional advertising goals of demand creation.”

Forbes’ survey also found that marketers are planning to increase their digital media budgets. Almost half (42 per cent) of respondents said they intend to boost their expenditure on viral marketing, while 40 per cent expect to divert more funds to SEO.

Marketing specialist Drew Stauffer recently commented in the Search Engine Journal that firms should always enlist the help of SEO no matter how much online brand awareness they believe they have.
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