Two Of Five Spend Significant Part of Marketing Budget Online WebTrends and eMarketer surveyed attendees at the Ad:Tech San Francisco conference on advertising technology, finding that
25.8% said they allot only between 0% and 5% of their marketing budget to online advertising, but that 33.5% of respondents said that over 41% of their marketing budget is spent online.
Percent of Marketing Budget US marketers Spend on Online Advertising
| Percent of Budget
Allocated | % of Marketers Spending |
| 6-10% | 15.9% |
| 11-20% | 11.2% |
| 21-40% | 13.7% |
| 41% or more | 33.5% |
Source: WebTrends and Emarketer, May 2004
About
the same number of attendees measure their online ad efforts with click-through rates only and conversion metrics. Complete ROI analysis of online ad campaigns is the most often used, however,
favored by over 35% of respondents.
Methods Used by US Marketers to Measured Online Ad Results in May
| Measurement Method | % Respondents |
| Using Complete ROI analysis | 35.4% |
| Click-through rates only | 24.2% |
| Conversion metrics | 18.7% |
| Don't measure | 21.7% |
Source: WebTrends and Emarketer, May 2004
More than 30% of respondents said their main website goal is lead
generation and 25.1% said their sites are media and/or publishing properties. 27% said their conversion rates are between 0% and 3%, and about 30% had conversion rates between 4% and 10%. Almost half
of the respondents reported that they either don't measure or don't know what their online conversion rates are.
Find out more here at
eMarketer.