Which digital media give the best 'bang for your buck' is a question that we constantly ask as marketers. Which online marketing techniques give us the best cost-per-acquisition and drive the best volume as suggested by our Content Distribution Matrix which can also be used for a wider digital media effectiveness review and to prompt testing of new online media options.
Our Managing Digital Marketing Research in association with TFM&A also sheds light on this by showing changes in how businesses will be allocating their digital media spend. The research has shown the ongoing importance of the core digital marketing channels with similar levels of effectiveness reported for 2014:
Email marketing was rated as highly or very effective by 51% of respondents followed by SEO (45%) and Adwords (34%). Organic use of social media wasn’t far behind with 33%, but with only 21% believing paid social media was effective.
We also asked our respondents how their spending would change this year, where they will invest more of their budgets in digital media. The chart shows that the biggest expected increases will be in email marketing, organic social media, SEO and Adwords.
We also specifically asked about paid advertising, important for content distribution. This shows the expected changes in paid advertising, and the largest spend is expected to be in Google Adword Display Network including Remarketing, Facebook, LinkedIn and Mobile advertising. If you're not considering GDN, many others are, so it's worth looking into although as this discussion on our LinkedIn group shows, it won't always be effective.
Free Download for members
This research from Smart Insights in association with the TFM&A 2015 event explores approaches businesses use to plan and manage their investments in digital marketing. Findings and recommendations are grouped into 6 areas to improve the commercial contribution of their digital marketing.
Download our Managing Digital Marketing 2015 report.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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