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Jun 19, 2012

Marketing Research Chart: Choose your marketing channels wisely

SUMMARY: Selecting the right channel is the first step to any successful marketing strategy. View this week’s chart to see what factors influence this decision for marketers faced with an increasing array of choices.
by Jen Doyle, Senior Research Manager

Marketing Research Chart: Inbound or outbound - degree of difficulty not affecting use of effective tactics

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Click here to see a larger, printable version of this chart

Today’s marketers have no shortage of tools at their disposal to deliver messaging to audiences. From the old standby tactics of direct mail, print advertising and trade shows, to newer online tactics like social media, search engine marketing and email, how does one choose the channel that will inspire conversions?

The real question is which channels will convert audiences. When your targets receive the same message from you via multiple channels, you create a consistent and engaging experience.

During our 2012 Lead Generation Benchmark Study, we uncovered that organizations lack maturity in the planning and execution of lead generation tactics. In fact, only a quarter of respondents had formal processes with thorough guidelines that they routinely performed.

While the majority lacks maturity in planning and strategy, marketers are not lazy. Results indicate that degree of difficulty does not affect the level of usage for the most effective lead generation tactics, such as SEO, website optimization, email marketing and content marketing. Clearly, marketers are willing to put in the work for the tactics that deliver the greatest returns.

From budget allocations to ratings of effectiveness, there is an ongoing trend of marketers moving to online marketing tactics. These tactics have a well-known reputation for being cost effective and quick to generate results.

However, despite this undeniable trend, marketers must be cautious. A large number of organizations still find great value in offline tactics like direct mail, print advertising and trade shows. Before migrating to a highly online-focused strategy, marketers must test and assess the appropriate channels to convince and convert their specific targets.

For additional research data and insights about lead generation marketing, download and read the free Executive Summary from MarketingSherpa’s 2012 Lead Generation Benchmark Report.

Useful links related to this research

B2B Lead Generation: 6 social media tactics from 7 experts

B2B Lead Generation: Increasing leads 296% by analyzing Web traffic

B2B Lead Generation: 300% ROI from email and teleprospecting combo to house list

Lead Generation: B2B content generates $700,000 in leads via email

See Also:

Comments about this Chart

Jun 19, 2012 - Div Bhansali of . says:
Interesting that social media and mobile marketing are the channels closest to the dreaded "high difficulty, low effectiveness" quadrant. I don't think this implies that they're not worthwhile, just that it's been a challenge for many orgs to determine how to use them strategically. It's easy to say "we should be on Facebook" (or to be told so by your CEO), but a lot tougher to figure out how it integrates with your strategy and your other channels.

Jun 19, 2012 - Giselle Aguiar of AZ Social Media Wiz says:
What's the difference between "optimization" and SEO (search engine optimizaiton)?

Jun 21, 2012 - Jen Doyle of MarketingSherpa says:
Hi Div, thank you for your comment. Yes, agreed, this does not mean that tactics like social and mobile are not worthwhile, rather that organizations are struggling with these new tactics to develop a strategic approach.

Jun 21, 2012 - Jen Doyle of MarketingSherpa says:
Hi Giselle, thank you for your comment as well. The difference is that “optimization” represents website optimization, or the practice of optimizing the design or content of one’s website to generate optimal conversion rates. With SEO, optimization is primarily focused on improving organic search rankings.

Jun 22, 2012 - Boake of WCC says:
Really like the chart. What do the size of the circles represent? Thanks!

Jun 22, 2012 - Selena Blue of MECLABS says:
Hi Boake. The sphere size indicates the level of usage reported by the marketers and CMOs surveyed.

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