Digital marketing investment in the world will reach $ 229.25 billion by 2017, according to an eMarketer study. Due to all the disciplines that digital marketing encompasses, it is sometimes difficult to decide what strategies to follow. And, most importantly, how the strategy will impact your company. That is why, for digital marketing to be effective you must clearly choose your goals.

Depending on the objectives you have defined you will choose one or another tool. Do you know the ones that work best if your goal is to increase ROI?

The Return of Investment (ROI) compares the benefit obtained from the investment made with the budget allocated to a marketing strategy. Achieving the highest profitability is the dream of every company.

The study from which the top graph is extracted performs an analysis separating two types of ROI that are defined according to two objectives:

  • Acquiring new customers.
  • Retention of existing customers.

They are two totally different processes and it is a good idea to measure them separately, since it is as important to capture new clients as to retain those that have already been captured and converted long ago. When you hold a customer and you get loyalty, you should care for that user as if it were gold.

There is a widespread obsession in many sectors for generating new customers without control. Often, brands are not aware that they should not only be captured but must be preserved and, if possible, retained.

This premise is basic in content marketing. A discipline that is in vogue and that makes it necessary to adequately differentiate the recipients, always with the objective that leads or clients receive what they expect and need.

And the winner is…

Email marketing with 26.4% is the channel that has a higher return on investment. Here it is important to combine permission marketing strategies together with conventional email strategies.

The effectiveness of email marketing depends, first of all, on the quality of the database you manage and the objectives defined in your campaign. If you have not yet come up with a strategy like this, get to work right now.

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