Consumers have an increasingly majority presence on the Internet, which has meant that companies and advertisers modify their marketing strategies and allocate a significant part of their budgets to invest in the digital environment. However, the effectiveness of the new media used continues to be a fairly common enigma among them, as can be seen from a recent study carried out by Econsultancy. This company has clicked on the opinion of companies regarding their perception regarding the degree of effectiveness of each of these strategies, the results of which deserve our attention.

Thus, companies make explicit the difficulties they encounter when verifying, quantitatively, the impact of their advertising investment. In fact, the two media that the respondents point out as most effective barely obtain 50% of the favorable opinion of the brands. These are pay per click (PPC) and email marketing campaigns. Specifically, 53% of those  Sri-Lanka Phone Number List  surveyed indicated that the PPC strategy is the most effective, out of a wide range of possibilities offered by the study, who valued this technique only as “good”.

For its part, email marketing achieved 44% of the positive evaluations of those surveyed, becoming the only channel that sellers recognized as being “good” or “very good” with respect to the possibilities it offers around the verification of the return on your investment. Lead generation, SEO, and affiliate marketing were the next highest rated channels (at 37% and 35%, respectively).

But what is most striking about the analysis are the channels that are located in the lower part of the table, as less effective strategies for companies. Thus, only 13% of respondents said that video advertising was a good strategy to measure ROI. A technique that is extended to content marketing in general, which only achieved 16% of affirmative responses from sellers as an effective strategy to measure the return on advertising investment.

In fact, the content-based digital strategy is the only channel, of the 19 proposed, that advertisers consider poor when it comes to measuring the return on investment, with 43% of the responses obtained. Social media and mobile marketing were also not particularly convincing as effective channels for measuring ROI, ranking 15th and 15th in the table respectively, with a respondents’ approval rate of 20% and 19% each of them.

Budget increase

Despite the difficulties of online channels when it comes to measuring the investment made, the study maintains that companies are increasingly prone to investing in this environment. In fact, they regret not investing more in them and having a restricted budget due to this reason, on the one hand, and the lack of specialized personnel to carry out such strategies, on the other.

However, those surveyed by Econsultancy recognize that among their forecasts is to increase investment in online marketing. Thus, the figure provided by this report reveals that it is the highest amount recorded since 2010, with 77% of the sellers analyzed saying that they will increase spending on online marketing in the next twelve months.

The figure is six points higher than that obtained in the 2013 survey. The reason? The research carried out also stops to analyze it, and estimates that this increase is due to the increase in confidence in the online environment by company managers, which has increased the volume of investment in this environment in parallel.

Regarding the typology of this investment, SEO is the preferred support of advertisers (six out of ten respondents bet on this strategy). It is followed by email marketing, also with 60% of the affirmative responses from respondents, and affiliate marketing (with 38% of the same). With these results, it is not surprising that, despite being in an advantageous position, the budget for offline advertising is declining among investors. Thus, according to this study, only 28% of those surveyed plan to increase their investment in these strategies, with live events standing out among them (with 38% of the affirmative responses).

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