Multichannel Marketing Makes Measuring ROI Difficult – But Not Impossible

Native Advertising

 

Determining your return on investment can be quite difficult when it is possible to span your campaigns and efforts across a myriad of channels from television to the radio, to the Internet, in print, and more.

A study (and report) by AOL Platforms has made an attempt to corral this usage of multi-channel marketing into an understandable concept.

Of the channels there are surprising (and not-so-surprising) results:

Other insights from the report found:

Despite the changes in ROI across the various channels (including the challenges), it’s worthwhile to note that each provide a value and none are technically better than another (seeing that it mostly depends on the efforts of your marketing).

Place two brands against another and their results, even on the same channels, will differ. Areas such as entertainment tend to show the highest ROI through email marketing while industries such as financial services tend to do better on social channels. In the end it depends on your industry and market.

“Brands have traditionally used legacy attribution models, such as last-click or first-touch, to measure and optimize their advertising strategies. While these methodologies may have been standard practice in the past, today’s landscape requires a far more sophisticated approach that takes every marketing touchpoint into account.”

In the end the conclusion of the report should reassure that although multi-media marketing can cause difficulties of measuring ROI it’s not impossible…

“Ultimately, marketers should not obsess over an ideal ROI number, but focus on moving consumers through the marketing funnel using the most optimal media mix.”

Image by Geralt

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