Maximize Online Marketing ROI

March 16th, 2009 by Bob Bly

What online marketing technique generates the highest ROI for customer acquisition?

According to a survey published in Target Marketing (3/09, p. 37), it’s not online advertising, podcasts, search engine optimization, or webcasts.

E-mail marketing was cited by 28% of the marketing professionals ls urveyed as delivering the strongest ROI for customer acquisition online.

Search engine optimization came in a distant second at 7%.

Given that something like 80% of online purchases begin with an online search, I find this result surprising — and a bit suspicious, to say the least.

Your thoughts?

BTW, e-mail was also voted #1 for customer retention online, at 39%. This I find more credible: there is no better way of communicating with existing customers than e-mail.

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This entry was posted on Monday, March 16th, 2009 at 7:30 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

18 responses about “Maximize Online Marketing ROI”

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  7. Jennifer said:

    I have to say that starting out, I was told that cold emailing was pretty much a waste of time. Nobody read unsolicited emails, they were all forwarded to the junk mail folder, cold calling was much more effective, and so on. I tried emailing a bunch of businesses when business was slow once just to see what would happen–got one very lucrative long-term client (still work with him now) plus several one-off projects. I still do it from time to time when I feel like expanding my client portfolio. Don’t know who else it’s working for, but it works for me.

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  10. Debbie Weil, author of The Corporate Blogging Book said:

    Hi Bob,

    Different strokes for different folks, as they say. I find that one group of people follows my blog and Twitter stream. Another group of business colleagues is on Facebook and follows me there. But when I send out an email update to my list, a bunch of other folks (i.e. potential clients) suddenly appears. In today’s down economy, the common sense approach is to use every channel.

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  15. VizFact | Internet Marketer said:

    Well, the use of email and the benefits of it as per this article is clearly obvious. Without email, facebook and twitter are at a clear disadvantage, and if you have customers or a following, they will gladly give up their email address as they are interested in what you have to offer. Those key points alone make me give creds to the idea of email marketing being king as it relates to this article.

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