• Marketing Charts, Thursday, January 24, 2008 12:15 PM

A Datran Media survey of 2,000 online marketing professionals finds that email, not search, is the best performing online marketing tactic. Eight out of 10 marketers said as much, while 82 percent said they plan to increase email spending in the coming year. Fifty-five percent expect email ROI to be higher than any other online medium.

The data is a little misleading, however, as the question that was put to marketers was, "which advertising media buys perform strongly for your company," not "which media buy is the most effective." Nevertheless, search came second, with 70.4 percent describing it as "strong." Display was third, with 37.6 percent giving it a positive response. Ad networks came fourth with a 34.1 percent response.

Meanwhile, data from the Direct Marketing Association says that email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of search and display. The survey also found that 67 percent of respondents said email helped boost sales through other channels.

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