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Conversion review 'can solve B2B challenges'
12/02/2010
Conversion review could allow webmasters to decide which investment is reaping the greatest return.
The challenge of determining which part of the marketing budget is responsible for which area of a website's earnings could be resolved through conversion review.
A market survey from the Institute of Direct Marketing (IDM) reveals that there are some disparities between webmasters' perceptions of the most important issues and their current marketing activities.
For instance, two-thirds of respondents have no specific social media marketing campaign in place, but almost all said that they thought it would not be wise to miss the latest developments in social media.
Debbie Williams, chair of the IDM B2B Council, says: "The B2B marketplace is changing at such a fast pace, it is often difficult for companies and agencies to keep pace with the latest market trends."
Little more than half (51 per cent) of respondents are currently measuring their return on marketing investment, with conversion review and web analytics among the most commonly used techniques.
The IDM says that its primary aim is to deliver lifelong learning to marketing professionals in data, digital and direct promotional disciplines.
A market survey from the Institute of Direct Marketing (IDM) reveals that there are some disparities between webmasters' perceptions of the most important issues and their current marketing activities.
For instance, two-thirds of respondents have no specific social media marketing campaign in place, but almost all said that they thought it would not be wise to miss the latest developments in social media.
Debbie Williams, chair of the IDM B2B Council, says: "The B2B marketplace is changing at such a fast pace, it is often difficult for companies and agencies to keep pace with the latest market trends."
Little more than half (51 per cent) of respondents are currently measuring their return on marketing investment, with conversion review and web analytics among the most commonly used techniques.
The IDM says that its primary aim is to deliver lifelong learning to marketing professionals in data, digital and direct promotional disciplines.