Global Marketers Give High Roi to Seoul and Email

Global Marketers Give High ROI Ratings to SEO and Email

March 7, 2012

Almost 8 in 10 global company marketers rate search engine optimization (SEO) as either excellent (31%) or good (48%) in terms of return on investment (ROI), while 70% rate email marketing either excellent (23%) or good (47%), according to [download page] a report released in March 2012 by Econsultancy in association with Adestra. Among digital channels, more respondents rate SEO and email marketing highly than do paid search (PPC - 56%), affiliate marketing (44%), social media (44%), and mobile marketing (41%). Offline direct marketing (36%) and online display advertising (28%) are rated highly by the smallest proportion, with 26% saying that online display advertising provides a poor ROI.

Agency respondents agree with company respondents’ top picks, though email marketing takes the lead among this group. 82% rate email marketing ROI as either excellent (37%) or good (44%), compared to 78% who score SEO as either excellent (32%) or good (46%).

The report notes that these figures to not include respondents who answered that they do not know.

Mobile Marketing Gains Appreciation

Looking at the change in proportion of companies rating channels as either excellent or good, the report finds a 7% upswing for mobile marketing from 2011, slightly ahead of the increase seen by SEO (6%), offline direct marketing (5%), and online display advertising (4%). When comparing the results to 2008, the change for mobile marketing is more dramatic: 23% more company respondents rated the channel either excellent or good for ROI than in 2008.

2 in 3 Companies Perform Basic Segmentation of Emails

Basic segmentation is the most common email marketing practice among respondents, with two-thirds undertaking the practice and a further 20% planning to do so. The next most widespread practice is regular list cleaning (52%), followed by encouraging sharing of content (48%), marketing on transactional...