MarketingSherpa, in collaboration with ad:tech, recently released the results of another year-end survey of more than 1,200 marketers. Their research provides an inside look at which tactics have the best ROI and how marketers are adjusting their plans this year for marketing in a recession.
The following chart illustrates which marketing tactics were put to work the most, were given the biggest budgets and provided the best ROI.
The ‘x’ axis marks the percentage of marketers that describe each tactic as a “great” return on investment. The ‘y’ axis shows which marketing tactics were implemented the most. The size of the bubble illustrates the relative budget compared to other tactics.
According to the findings:
- Paid search is a clear front-runner in both budget and ROI with about 50% of respondents saying it had a great return.
- More than 40% of marketers said that email marketing to their house lists had great ROI.
- More than 70% of marketers use display ads, such as banners and buttons, but less than 15% said they generate good ROI.
The gurus at MarketingSherpa are predicting that as the economy gets tighter more marketers may move dollars into more reliable ROI generators this year. Topping the list of reliable ROI efforts are pay-per-click (PPC) search ads, emails to house lists and search engine optimization.