Where’s the ROI?
Where is the best return on investment when it comes to digital marketing? Is time better spent marketing on social media, like Facebook and Twitter, or is business to business email more effective? Booming echoes thunder through the silence shouting show me the money!! If it were that easy we would all be marketing executives pulling down six figures. A simple examination may shed some light on the subject.
Numbers Don’t Lie
Email traffic consumes the most bandwidth on the internet. That means that there are a lot more people sending emails than anything else on the internet. By comparison, email has more user accounts than all of the other social media combined. Shear volume alone tells us that email reaches more users. Marketing has long been about accessing a massive amount of the targeted population.
While it is true that many people engage in social media, it is a harder place to target high-quality traffic. A large portion of the population still does not engage in social media and many times, they are part of the target audience. Advertising on social media is a lot like finding a needle in a haystack. There is a very small chance that the intended audience will actually see it.
When the intended message reaches a concentrated number of the target audience the outcome is more productive than when it reaches a large number of any audience in general. Even experts will say that when it comes to marketing, a small number of high quality traffic will produce better results than just quantity traffic.
Email is much more personal and allows multiple contacts with the same client. That is what drives sales. Another sweet spot in business to business email marketing is that people expect advertising in their inbox. They may not always want it there, but they are used to seeing it so they are more ready to buy.
The return on investment is most definitely in business to business email marketing. It is much more likely that the target audience will actually read the email than catch if floating on social media. When people are on social media, they are most often there for a friendly chat or to look at cute videos. Email messages get more personal attention and the recipients are already primed to see advertising.
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