9. Marketers find value, accountability online

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Fiachra O'Marcaigh, Director, AMAS

There are many good reasons to choose online marketing channels. And reach, low cost and measurable responses are among the best.

That’s the verdict of marketing managers with budgetary responsibility who responded to the AMAS State of the Net question about top reasons for using online channels.

These people are responsible for marketing budgets. They care how far their money goes, how many people they reach and how measurable the impact of their spending is.

Reasons for using online marketing. Source: 2008 Irish Online Marketing Sentiment Survey, Marketing Institute of Ireland/AMAS

Value
At a time when all businesses are focused on maximising value for money, this part of the marketing industry seems to be getting it.

Mind you, it’s not universal. How many times of late have you heard on radio, or seen in print or on TV a marketing message that is in absolutely the wrong place?

Some, but certainly not all, are public information notices. Being blasted out in a high-cost channel with limited reach and even more limited ways to measure response.

Future
Just part of that spend might produce a stonking campaign online. Like a killer microsite, optimised for the search engines, primed with search marketing and tightly measured.
Sounds like the future.

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