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Panelists: Banner ads, direct mail still effective

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Atlanta—Old-fashioned static banner ads and direct mail are among the media channels that provide the best bang for the marketing buck, according to panelists who spoke Tuesday at the Online Marketing Summit

“The workhorse is the banner ad,” said Susan Kenny, online marketing director at AT&T. “The little static gif pulls in the most sales month after month. Sometimes simple is the best.”

Linda Lindsey, direct marketing campaign manager at Ricoh Co., a digital office products company, said a recent direct mail campaign to C-level executives garnered a 15% response rate and drove more than $7 million in revenue into the pipeline.

Other panelists said search marketing, both SEO and SEM, are tops.

Erica Shultz, interactive marketing manager at Home Depot said search is near and dear to her heart, but “you just have to make sure you are driving them to the right areas of your site.”

Barry Mirkin, president of consultancy Marketing Matters, said a mix of SEO and pay-per-click worked best for one of his clients.

The panel was moderated by BtoB Senior Reporter Carol Krol.

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