An impressive 64% of connected consumers told they had made their first purchase from a brand because of a digital experience—be it a Website, microsite, mobile coupon or e-mail. And friending, following and content creation spurred upticks across the marketing funnel—from raising awareness to consideration, purchase and recommendations to friends.

Source: eMarketer

Source: IAB

Burson-Marsteller, in a July 2009 study of Fortune 100 companies, found that more companies had a presence on Twitter (54%) than on Facebook (29%).

According to the study, which looked at corporate blogs in addition to Twitter and Facebook profiles, about one-fifth of Fortune 100 firms only used one of the three channels. Those companies were overwhelmingly likely to choose Twitter (76%) over Facebook (14%) or blogging (10%).

Companies that used two of the three channels were most likely to have a blog plus a Twitter account (64%).

Burson-Marsteller found that these top companies were using Twitter for several purposes: company news, customer service, marketing promotions and employee recruitment.

Twitter is also beating out Facebook’s popularity among e-mail marketers. Email Data Source found that among the US e-mail campaigns it tracked, links to Twitter became more common than links to Facebook in March 2009.Links to both the social networking giant and the microblogging site rocketed in the first half of 2009, but Twitter’s rise has been more dramatic.

Source: eMarketer

“While many people have cut back their approach this year, many are looking at other ways of advertising such as video on demand,” said John Shelton, CEO and president of STRATA, a company that provides buying and selling software to agencies.

Of those polled, 22 percent felt business was improving in the quarter; 67 percent believed the market would rebound by the end of the year.

Spot TV is still at the top of the media list for 45 percent of agency customers. However, that’s down 25 percent compared to the end of last year. Agencies are diverting dollars to advanced advertising or digital media, such as video on demand or interactive television with 62.5 percent of respondents predicting their customers were either very likely or somewhat likely to fit digital or advanced advertising into their media plans.

Spot radio plans have remained the same or increased since last year, according to 65 percent of respondents. But 75 percent also said they were more focused on the Internet than they were a year ago and a 20 percent increase compared to first quarter 2009.

Print took the biggest hit with 65 percent responding that they will be focusing less on the medium, a 37 percent drop from the first quarter 2009.

Source: Mediaweek

This is an excerpt from an article with which I absolutely agree. In online campaigns it is very easy to measure clicks, but this not represent if campaign is successful or not. CTR has dropped to 0,1% which is not much, but studies show that online advertising if effective for branding and sales. Display ads also help search advertising succeed and vice versa.

“Several comScore studies have confirmed that online campaigns drive offline sales, according to Fulgoni. In the first study, comScore took four categories, 53 brands and 200 of the most trafficked sites. The company looked at people exposed to display advertising and what they did in the month following. Findings reveal that 18% searched on the brand advertised and 29% went to the advertisers’ sites. Consumers who were exposed to the display advertising spent 55% more time than the average visitors to these sites the next month. The rise in time spent is matched by a similar increase in page views — about 51%.”

Source: MediaPost