iProspect, a search-engine marketing agency under Isobar, studied the behaviour of visitors to ad-supported sites. It found that nearly as many netizens who click on banner ads will conduct searches for brands associated with the ad, and nearly half of all audiences on an ad-supported site will eventually perform a search that is relevant to the ad they saw.

According to the agency, the study aims to highlight the connection between display ads and search engine marketing, based on a pool of 1,575 American internet users.

“This new iProspect study goes beyond previous studies about the importance of integrating the offline and online marketing mix,” said Antony Yiu, search director, wwwins Consulting Hong Kong and iProspect Hong Kong. “Marketers should shed the old dotcom era mentality of using only display ads for their online campaigns and instead utilise a more synergistic approach of integrating both search and display ads to earn exponential returns on their advertising investment.”

The survey further found that 31 per cent of netizens respond to display ads by clicking on them, compared to the 27 per cent who respond by conducting a search for the brand, product or company.

Twenty-one per cent instead choose to type the company’s URL into their browser and nine per cent find relevant information from social media sites.

According to iProspect, a total of 52 per cent of internet users actively respond to display ads.

Additionally, the survey found that 33 per cent of respondents to an online display ad go on to purchase from a company with which they are familiar, compared to the 14 per cent who learn about a company for the first time from a digital display ad.

Before selecting the right online marketing channel there are a some strategic questions to answer. Target group information should be available, the general marketing strategy should be considered and how digital advertising fits into there. Interaction and integration with other sales channels in a company should be looked at and the goals of the online marketing campaigns itself.

Online Marketing Channels:

Search engine marketing / keyword advertising / SEM
Search engine optimization / SEO
Affiliate marketing
E-mail marketing
Banner advertising
Blog marketing

3digitalminds is a full service Internet marketing agency with a focus on web process design, performance marketing, online brand building and online marketing consulting. It has several years of experience in the Chinese online market and many well-known international companies (mainly located in Shanghai and Beijing) trust 3digitalminds to help them grow their online business.

During many online projects in China, both for Western and Chinese customers, 3digitalminds has developed a deep understanding of how the Internet in China works and what Chinese website visitors expect. In the meantime, 3digitalminds has developed to a full-service Internet marketing agency in China and can offer the whole range of online services covering the whole online value chain:

Internet Strategy and Marketing Consulting China

We can consult you how Internet marketing in China will best fit into your marketing strategy and contribute to your marketing goals. Cross-channel marketing, performance marketing (SEO and SEM), blog marketing, web 2.0 marketing models and online brand building are procedures we are familiar with. Moreover, the analysis of your Chinese Internet marketing activities is part of our portfolio. Understanding Chinese consumers is a core factor for successful online marketing in China. It is not only Beijing, Shanghai and Guangzhou anymore, no, the big growth rates come from the Tier 2 and Tier 3 cities like Dongguan, Wuhan, Tianjin, Shenyang, Chengdu, Chongqing, Qingdao, Nanjing, etc.

Design and Web Development

From low-cost and simple to highly complex and sophisticated can we offer web design services. Projects done include the development of car configurators, online loan calculator, online guided tours, Internet communities, corporate websites, Intranet and Extranets.

Chinese Internet Marketing

Online marketing offers comprise search engine optimization (SEO), keyword advertising (SEM), affiliate marketing, banner and rich media campaigns, electronic direct mailings, web 2.0 marketing, blog marketing, mobile marketing.
Constant optimization of online campaigns are an essential part of our service. We put high value on optimizing return-on-investment (ROI) of the online marketing budgets and have good experience in performance marketing and online awareness building.

Research and Monitoring

Successful online businesses rely on regular monitoring and optimization of their web presence and online marketing activities. Services we offer are website heatmaps/eyetracking, focus groups, A/B tests, dropout rate / funnel analysis, clickpath and navigation analysis.

The services of Internet marketing online agency 3digitalminds China in detail:

Online Marketing services

• Search engine marketing (SEM)
• Search engine optimization (SEO)
• Bannering and media campaigns
• Affiliate marketing
• E-Mail Marketing
• Mobile Marketing
• Virtual world and ingame marketing

Web design and online process optimization
Optimization of the online purchasing and brand funnel for lower user jump off rate and higher conversion rate.

Internet research
Find out what users think about your products and services and learn from the user’s point of view how they perceive your products and services.

Online strategy consulting and marketing consulting
A successful online business needs to follow a clear strategy. Both for itself and how the Internet business can be integrated into your existing offline business.

What you can expect from online marketing agency 3digitalminds Shanghai and Beijing

• Many years of experience in conceiving and realizing websites, configurators, calculators and informational tours.
• Creativity in online brand communication and a didactical approach for preparing complex matters (customer/brand experience).
• Successful creation of user-friendly, accessible online systems for navigation and interaction (usability/accessibility).
• Overview about current online trends and needs of online target groups. When specifying the parameters we try to meet the needs of the target groups as closely as possible (using plug-ins, Java, browser types, resolution etc.).
• Comprehensive technical know-how such as the implementation of online content management systems (CMS). We also advise you when you wish to select a CMS.
• Useful documentation of design guidelines in an online design guide. (Extent depends on project complexity.)
• Support during system activation.

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