According to Chris Garner, dgm executive, SEO can deliver a far increased ROI than pay per click over time, if done by the right people. He also stressed the importance of implementing data analytics.“Real-time attribution and tag analytics should be the bedrock of your online marketing strategy, without it you won’t understand which channels to invest in and which perform well,” he said.
Online advertising has recorded a 17 per cent year-on-year growth in the first quarter this year. The Online Advertising Expenditure Report, released Monday, revealed online expenditure in Australia for the first quarter totals $601 million. This is the largest ever first quarter spend.
Search and directories now accounts for 54.2% of the overall online advertising expenditure representing $326 million, with classified accounting for 24.2% ($145million) and display advertising recording 21.6% ($129million). These figures exclude the expenditure from the explodinggroup-buying coupon space, which is forecast to exceed $400 million this year.