Which marketing channel has the largest impact on marketing ROI? It may surprise you to learn that lots of marketers still struggle with the answer. eMarketer reports the results of a recent survey indicating that one-third of marketers, both B2C and B2B, can't answer that question.
The biggest struggle, according to the survey, is with social media. For both B2C and B2B marketers, 87 percent of respondents say they use social media, but just 27 percent of B2C marketers and 17 percent of B2B marketers can figure out the ROI of social media. ROI measurement looks a little better when it comes to email: For this more mature medium, used by 80 percent of B2C marketers and 93 percent of B2B marketers, 44 percent of B2C marketers and 66 percent of B2B marketers say they can measure its ROI. (Of course, one might expect that to be even higher, given the tight measurability of email.)
The study suggested something else a bit troubling. According to eMarketer, "many marketers still relied on 'gut instinct' when determining which channels to use for marketing campaigns, as the most-used weren’t always the most-measured."