Online marketers were asked by eMarketer what marketing tactics worked for them in 2006, and what they had planned for 2007.
Not surprisingly, paid search ads were reported as the most effective tactic by 49 percent of respondents - down from 52 percent response last year, but still the clear winner. House-list e-mail marketing came in second at 47 percent for both years. Search engine optimization (SEO) showed the biggest jump in reported effectiveness in 2006, moving up from 33 percent to 45 percent in 2006.
At the other end of the scale, the "worst performing" tactics were rented e-mail lists, at 56 percent, followed by pop-ups and pop-unders at 45 percent and e-mail newsletter ads at 42 percent.
With an average of 3.8%, I can't help feeling that increased focus on the conversion rates via optimisation should be up there somewhere.