Branding low in internet campaign priorities

A survey out today from performance-based online marketing company dealgroupmedia revealed that 91% of online advertisers surveyed believe the most important function of online campaigns was to generate direct sales, followed by registrations/new customer sign-ups, and traffic generation. Only 4% of companies said the primary goal of online marketing was to support branding, while 37% considered it among the top three objectives. "There's a lot of talk at the moment about what online advertising and marketing campaigns should achieve in terms of branding," said Adrian Moss, CEO of dealgroupmedia. "Of course, branding has a part to play in online campaigns, but this research shows that, for the moment, anyway, what customers want from online programmes is to generate hard sales."

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