Advertisers are “beginning to question the effectiveness” of social media marketing, but they’re still mostly sold on the benefits of search engine optimization.
That’s according to a new study from the Association of National Advertisers, the results of which have just been published.
The ANA’s survey of 92 marketers gave SEO an “effectiveness rating” of 52%, the highest rating given to any of the six categories respondents were asked to comment on.
However, that represented a decline of three percentage points from a similar survey in 2009.
Social networking sites (presumably including Facebook, although names were not named) received an effectiveness rating of 28%, up from 17% two years ago, ANA reported.
SEO and social sites were used in marketing by 88% and 89% of respondents respectively.
ANA president Bob Liodice said in a press release:
While marketers have substantially increased their use of newer media platforms over the past few years, they are beginning to question the effectiveness of some of these vehicles. The ANA survey indicates a strong willingness by marketers to integrate innovative new approaches into their marketing mix; however, this enthusiasm is tempered by concerns regarding the return-on-investment of these emerging options.
While it’s all speculation at this point, SEO improvements are often pointed to as a potential (and I stress: potential) benefit of new dot-brand or category-killer top-level domains.
The ANA is the current opponent-in-chief of ICANN’s new gTLD program.