B2C Marketing Tactics that Rank Highest for ROIClick here to see larger, printable version of this chart
For years, weve asked consumer marketers to rank the ROI of various online marketing tactics. Here are their rankings for Q4 2008. The size of the bubbles represents their relative share of online budgets.
House email, SEO and paid search continue to enjoy the best ROI. The biggest share of marketers plan on boosting their budgets in these areas. Many predictions peg the growth in search budgets as below previous levels with some companies (especially retailers) pulling away from expensive brand terms. Search may end up faring well through the recession, however, within a larger overall shift from brand tactics toward the more dependable and measurable direct online tactics.
Display advertising appears to be the big loser in 2009. It gets low ROI reviews from marketers at a time when brand in general is under-valued. This may give advertisers some leverage in negotiating for a higher share of premium ad space in hybrid deals as well as an inexpensive opportunity to test some of the higher-performing tactics, such as contextual and behavioral targeting.Useful links related to this articleNot a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!
More Research Data from Sherpa:
MarketingSherpa Marketing with Video Report 2009