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Maximize Online Marketing ROI

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What online marketing technique generates the highest ROI for customer acquisition?

According to a survey published in Target Marketing (3/09, p. 37), it’s not online advertising, podcasts, search engine optimization, or webcasts.

E-mail marketing was cited by 28% of the marketing professionals ls urveyed as delivering the strongest ROI for customer acquisition online.

Search engine optimization came in a distant second at 7%.

Given that something like 80% of online purchases begin with an online search, I find this result surprising — and a bit suspicious, to say the least.

Your thoughts?

BTW, e-mail was also voted #1 for customer retention online, at 39%. This I find more credible: there is no better way of communicating with existing customers than e-mail.

{ 1 comment… read it below or add one }

colby September 1, 2009 at 3:43 pm

I would say very suspicious and I would ask the question of how they actually monitored this to get a result such as this. I can believe that SEO may be second to emails if they are opt in emails, but not at 7%. Also, if a person finds a company online and requests email information do they count that as email, when in fact it is a direct result of SEO?

Interesting post, but as most of these go it usually favors the type of company putting it together and I would be that majority of this companies efforts are put into email marketing, thus the result.

Personally, I delete any of the email marketing that I get. The only way I keep it is if I first found the company online (SEO) then I will accept it as a valid email.


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