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Which Marketing Channels are Worth Focusing On in 2017?

January 23, 2017

By Sherice Jacob

goals-digital-marketing-plan

It’s no secret that in 2017, like every year, marketers want to get the biggest ROI from their advertising spend. So which channels are worth your attention? A new survey from Ascend2 took a look at the most lucrative and engaging channels of the past year to determine which ones could give you the best results in 2017.

Let’s take a closer look at what they found:

#SquadGoals

You can’t make a marketing plan without goals in mind. That’s why Ascend2 asked top level marketing professionals what their biggest goal were for this year. As you can see, although “Increasing Sales Revenue” is at the top with over half of the votes, it’s worth noting that getting more leads (and improving the quality of those leads) along with more traffic are all vying for second place:

Many times, however, these goals are the very obstacles that stand in the way of a fully nurtured, driven campaign. You can’t improve lead quality because the budget is thin. The budget is thin because sales revenue is lacking. And when sales revenue is lacking, decision-makers aren’t keen on spending more dollars just to test “if it works”.

For marketers, it’s very much a catch-22 cycle, where one has to prove that a particular channel is worth the cost, but that channel can’t perform adequately without a certain amount of spending. That’s why it makes sense to concentrate on specific channels – and if 2016 has been any indicator, many professionals aren’t looking to experiment wildly with unproven technology or pipe dream platforms:

These answers, in terms of effectiveness, should surprise no one. Where many companies fall short, however, is unifying the customer experience between these channels. How effective is it, for example, to reach someone on the company’s social media for help when the website “Contact Us” isn’t giving the customer the results they need?

Having a unified brand and plan in not just creating a campaign, but satisfying the customer at every step of their interaction with your brand is becoming more and more vital as people connect with you through all types of channels. One poor experience (on mobile, for example) and that could sour the customer on any other interactions with the brand, no matter how flawless the website or social media presence.

Effectiveness vs. Execution

And just because a particular channel is noted as being more effective, doesn’t mean it’s easy to implement. Take a look at how marketers rated the channels as far as difficulty to execute:

most-difficult-channels-digital-marketing-plan

Almost a complete repeat of the most effective channels. The question then becomes more of a balancing game – seeing if effectiveness will win out over difficulty, and choosing those areas with moderate difficulty and high effectiveness.

Let’s take a closer look at how they match up – and how to tackle those which are most promising.

analyzing-channel-effectiveness-versus-difficulty

Looking at this chart is not to say that you should completely write off channels like organic …read more

Source:: Kiss Metrics Blog

      

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