Return on investment (ROI) for online marketing outstrips its printed press and outdoor advertising rivals, reports suggest.
Marketers have long used online marketing as a sure-fire way of reaching great numbers of potential customers, allowing them to target more directly than any other traditional advertising platform. Now, however, researchers have claimed that it not only has expansive reach but also the best ROI of all its closest competitors.
Market analysts GfK found that, on average, internet advertising campaigns produce a short-term ROI of 75p for all online activity, compared with 66p for printed press, 53p for outdoor advertising and 43p for TV advertising, which comes in last.
Digital marketing also manages to hold its own where reach is concerned, being visible to 33 per cent of the online population, close to its rivals of printed press and outdoor advertising (40 and 30 per cent respectively).
The report also claimed that Google Search was the biggest driver of sales online, potentially prompting businesses to take on a news content marketing strategy to escalate them further up the rankings pages.
Speaking to gfknop.com, Babita Earle, digital strategy director at GfK suggested: ”With online advertising spend set to increase significantly over the coming years, it is vital that media planners have quality information and data so they can fully understand the best ways to optimise ad spend.
“The findings of this new study will help marketers re-evaluate their budgets to take advantages of the efficiencies delivered by online [marketing].”
Concluding, Earle told thedrum.co.uk: “Where it is utilised well, online is a very efficient means to connect with hard-to-reach consumers who tend to escape traditional advertising channels.”