Each digital marketing channel is unique in terms of structure, objective, features or tools, and even the audience it attracts. This raises a very important question: which channel can give the best ROI? It goes without saying that you need to look at the data to help you determine where you should focus your digital marketing efforts.
The table below shows how marketers rank the effectivity of different marketing channels:
As you can see, there are at least seven channels that marketers find to be very helpful in their overall marketing plan: website, email, social media, organic search, paid search, mobile, and display ads.
How well they fare is explained in the following:
Effective Digital Marketing Channels
Marketing experts have spoken: According to an Ascend2 survey, 63% of marketers claim that website is the most effective marketing channel. Your website is a must-have tool for your business as it provides you with a dedicated platform where you can educate audiences about your brand, products, and services.
Whatever the size of your company, a website can give your business the online presence it needs to communicate and/or sell to prospects. In fact, another research says that 51% of Americans are online shoppers. Whether your business is concerned with ecommerce or it’s something that’s more service-oriented, be it B2C or B2B, you should definitely invest in a website.
Your website is also an ideal channel for your content marketing campaigns. Through blog posts and announcements, you can provide your existing and potential customers with valuable and relevant content to help them solve their pain points. Because websites have multimedia capabilities, you can easily have the upper hand in distributing different types of content—from articles to infographics and even video.
At the rate that people are consuming content, having a good mix of these top-performing content types can exponentially increase your site traffic. Ultimately, this may result in higher brand recognition, authority building, and new sales opportunities for your business.
There are several reasons why it’s so hard to dislodge email as a channel that delivers medium to high ROI for your business, but the one thing you can’t take away from email is its versatility. Although email may not be the newest technology available, it allows you to apply the latest trends in content marketing, such as personalization and automation, without hurting your marketing budget.
Email also has the ability to achieve your various marketing objectives, so it’s no surprise that 73% and 63% of B2B marketers say that email is their top tool for generating leads and driving revenue, respectively.
Beyond lead generation and revenue, email helps you in many more ways as follows:
- Only 36% of marketing professionals think that email campaigns are the hardest to execute. Unlike other channels, email is an open platform that isn’t averse to constant algorithm updates or stringent monetization models that may make it difficult for you to deliver your message to your target audience.
- There are as many as 1.1 billion business email accounts and 3.7 billion consumer email accounts. These figures attest to the large audience reach you can get from email marketing.
- Among other digital channels, email has the highest conversion rate at 66%. Marketing emails containing special offers, coupons, or discounts are influencing consumers’ decision to purchase.
- Consumers want to keep themselves updated about their favorite brands. In fact, 72% of people are open to receiving email marketing messages to find out more information about a business’s products and services.
Social media marketing is on the top 3 of this list for some very worthwhile reasons, but this isn’t just about social media users reaching the 2 billion mark. From being a channel that people use to establish personal connections, social media has evolved into something grander, bigger, and better than what it was originally envisioned to be.
These days, you can reach out to potential buyers by engaging them in a more personal and authentic fashion. As such, it’s easier to direct your efforts toward organic social media marketing since the platform was originally designed to foster interactions rather than sell to your prospects.
You must invest time in cultivating relationships with your target market as you try to understand the needs and interests of your buyer personas. Ultimately, this can help you generate highly qualified leads on LinkedIn, Facebook, or Twitter—which account for giving 44%, 39%, and 30% of qualified leads, respectively.
Organic Search (SEO)
Did you know that there are approximately 73,467 Google searches per second? Just imagine how many people are searching the internet ! Given that people are using search engines for research, shopping, and entertainment, the number of searches likely reaches the billions on a daily basis.
This makes organic search or search engine optimization (SEO) a highly profitable marketing channel for your business. As long as you adopt modern SEO best practices—keyword research, blog post optimization, and linkable content creation—it’s easier for you to improve your ranking on search engines.
When it’s time for your prospects or customers to look for products or services, there’s a great possibility that it’s your brand they will see. Because it’s convenient for people to find you on search engines, you automatically gain an opportunity to convert those prospects into actual customers.
On the surface, it might seem inconceivable that paid search (also called pay-per-click advertising) will have the potential to give you ROI. After all, you’re paying for each click you get, unlike SEO where people find you organically (and technically for free).
The advantage of using paid search is that your ads are shown on the first page of the search results, making them more visible to users. Even if you have to pay for every time a user clicks on your ad, there’s still a lot of value—monetary and otherwise—that can be had from paid search. Being above organic results means you’re still capturing that engaged searcher before they even have a chance to see their other options.
It’s said that for every $1 you spend on Google Ads, you may be able to earn $2 in return. That’s 100% ROI right in the bag. It has also been found that PPC visitors are 50% more likely to buy than organic visitors. Clearly, paid search could very well represent a win-win situation for your marketing campaigns.
The number of mobile phone users is increasing by the day, and this trend is expected to continue in the years to come. Because of this, it only makes sense to serve promotional content to mobile users. And thanks to geo-targeting strategies where location information is used to recommend products or services more conveniently, customer experience can be consistently improved as well.
Smartphone users are also spending 80% of their mobile time using apps and games, which makes mobile apps a profitable marketing channel. Last but not least, mobile has the ability to collect customer data, which you can then use to map out a mobile marketing strategy that produces results.
Display ads allow you to use images, audio, and video to better communicate your advertising message. These are shown on websites, email, social media, and any other digital channels that offer ad placements.
Compared to search ads, display ads generally have lower cost-per-click since there’s more advertising space available across the web than on a search engine. The core difference is that you don’t target keywords. Display advertising success depends on how well you can match your ad to the host website’s audience to drive conversions.
The Best Channels with the Best Results
Digital marketing channels work differently from one another and, therefore, will give you different results. Take time to measure key metrics and then analyze if the results you’re getting are helping you maximize your ROI. Otherwise, you shouldn’t hesitate to adjust your marketing game moving forward.