Survey: Customer Acquisition Most Effective Online

Share this article:
A survey of marketing executives released yesterday found they see the Internet as the most effective medium for acquiring new customers.


Polling firm Millward Brown conducted the survey of 292 marketing executives across several industries for AOL's Advertising.com unit. Online scored just above direct mail in customer acquisition and customer retention. It also outscored all other media in efficiency rating, according to the survey.


Sixty percent of marketing executives said they expect their budgets to expand in 2005, with online marketing growing at a faster rate than traditional media. More than 80 percent of executives with annual marketing budgets exceeding $400 million expected their marketing spend to increase next year.


Within online, Web advertising was seen as the most likely area for increased spending in 2005, beating out search and e-mail. Web advertising was also tabbed as the online marketing medium that will grow the most during the next five years.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.