[Chart of the day] Do you know the most significant marketing channels for CMOs’ and the very best digital channels for measuring ROI?
When it involves online vs. offline marketing for earning cash and increasing sales, the most crucial media channels for CMO’s (from automotive, consumer packaged goods, retail, telecommunications, technology and travel industries) in accordance with Nielsen, were social media 79%, search 73%, online video63%, email 59% and mobile video 56%.
Unsurprisingly, offline media channels seem to be minimal important with out-of-home 20%, radio 23%, print 25%, and direct mail 25% ranking minimal important of the 13 media channels, with only 4% of CMO’s who considered Out-Of-Home to be vitally important because of their organisation.
While it’s estimated that an astounding 98% folks see a minumum of one billboard or OOH advert every week, we have been also increasingly more likely to cherish the accompanying messaging. More specifically, 71% of consumers often look at and digest the messaging featured on roadside billboards, that is telling considering that 68% of customers confess to frequently making purchasing decisions within the car.(source: airoutdoor)
Wonderful, -but could it be SMART?
Why does social media outrank billboard or bus shelter advertising with regards to importance for CMOs? A wild guess is that the main one is more measurable compared to the other, and for that reason far better for calculating ROI.
The chart below ranks marketers’ capability to measure ROI from digital channels and demonstrates that PPC, e-mail marketing, internet affiliate marketing, and to generate leads were the very best digital marketing channels for measuring ROI in-may 2016.
I’m yet to locate a chart for 2018, however the data above likely still is true for today, although in accordance with Nielsen, digital media as a category is currently composed of a number of distinct media types, such as for example search, social media, online video, OTT (over-the-top) TV/connected TV (CTV), mobile video, email, and online display advertising. In accordance with Nielsen’s CMO report, marketers rated social media, search, email, video and online display as the utmost important digital channels in 2018.
With zero-based budgeting and increasing revenue-and-sales targets, now could be the optimum time to show bang for every penny spent, with actionable insights, -only really possible through digital and predictive analytics.