LONDON, 24 September 2009 – The Fournaise Marketing Group, one of the global leaders in Marketing Performance Measurement & Management (MPM), measured that across all the advertising campaigns it tracked in traditional and online media around the world in the first half of 2009, online was by far the number one medium when it comes to delivering effective customer acquisition results.
Specialised in helping companies boost marketing performance by tracking, measuring and auditing the real-time performance of their marketing and advertising campaigns deployed in both traditional and online media, Fournaise used its proprietary Marketing Performance Boosting solutions CampaignAnalyser™, WebAnalyser™ and FournaiseProspector™ to measure the ability of its clients’ advertising campaigns to generate and capture tangible, direct engagement with their target audience, and therefore their ability to boost the advertisers’ Profit & Loss (P&L) through:
- increase in leads/prospects captured;
- increase in retail traffic; and/or
- increase in sales.
Fournaise tracked that while online still represented less than 15% of its clients’ advertising spending during the period January-June 2009, it delivered more than 45% of all the direct engagement generated by their campaigns.
“With the increased top-down pressure marketers have been experiencing from their CEOs and CFOs, leading to the need to make marketing budgets work much harder to deliver better customer acquisition results, we’ve noticed a slight shift of spending from traditional media to online platforms during the first half of 2009” says Jerome Fontaine, CEO & Chief Tracker of Fournaise.
“And that shift paid off: our all-media real-time tracking results are showing that online media are on average 35% more result-effective than traditional ones. And this number could be even higher if the online media industry is able to address all the reliability, credibility and transparency issues it is still facing today,” he added.
However, Fournaise warned that not all online media types and platforms are delivering the expected customer acquisition results: targeted text email and eDM campaigns had the highest Customer Acquisition Effectiveness Rate (CAER) at 59%, followed by Search Engine Marketing (SEM) at 54%, while the CAER of display/banner ads has been plunging steadily and hit a low 29%.
The explanation for the poorer performance of display/banner advertising? Fournaise audited that 39% of display/banner ad inventories purchased by its clients were not properly served in the first half of 2009, which had a large negative impact on the traffic they were expected to generate and the potential customers they were expected to capture.
Fournaise identified that the 5 most effective media in terms of customer acquisition effectiveness in the first half of 2009 were:
1) Text emails and eDMs (online media category)
2) SEM (online media category)
3) Direct mailers (direct marketing category)
4) Newspapers (print category)
5) TV (broadcast category)
About The Fournaise Marketing Group – The Marketing Performance Booster®
Fournaise is one of the Global Leaders in Marketing Performance Measurement & Management (MPM).
Their Technology Solutions Track & Boost the performance of any marketing strategy and any ad campaign, in any media (traditional, online and mobile), on any audience, anywhere in the world – automatically, seamlessly and real time.
They feed Marketers with the critical Marketing Performance Data they need to generate more customer demand for their products/services.
Fournaise’s solutions are used across 20 countries worldwide and 13 vertical industries by FORTUNE 500 companies, Large Corporations, SMEs and Advertising Agencies.
Fournaise’s Global Headquarters are in the UK, with operations in the US, Asia and Australia.