Online Marketing Beats Offline Marketing for Highest ROI

internet marketing services and SEO Optimization

Online Marketing Beats Offline Marketing for Highest ROI

Harry Bartlett

Since companies have been using traditional offline marketing for decades, many of them are unaware of, or afraid to use, online marketing strategies [even though they deliver a higher ROI than offline marketing].

Becoming friendly with the term 'Internet marketing' can help you to understand the most effective ways to increase visibility and sales. Below are a few of the statistics that highlight the effectiveness of Internet Marketing.

1. E-Mail
E-mail provides the highest return on investment of the following marketing programs:

                * House e-mail marketing: 25%
                * Search Engine Optimization: 18%
                * Paid Search: 16%
                * Public Relations: 12%
                * Direct Mail: 12%
                * Print Advertising: 4%
                * Online Ads (banners etc.): 3%

         Source: MarketingSherpa Search Benchmark Guide 2008

  • E-mail has the highest ROI of marketing vehicles producing $57 for every dollar spent. (OgliveyOne Worlwide, Jeanniey Mullen)

The following statistics are important to take note for the design of an email:

  • 64% of key decision makers view e-mail on Blackberries and other mobile devices. (MarketingSherpa)
  • 59% of e-mails are viewed with images turned off. (MarketingSherpa)

2. Lowest Cost Per Meeting

  • Paid Search: $250
  • E-mail: $700
  • White Paper: $900
  • Trade shows: $2,500      

      Source: Marketing Sherpa B to B Demand Generation Summit '07

3. Outbound vs. Inbound Cost Per Lead

  • Outbound (trade shows, direct mail, print ads, TV/radio ads): $255 per lead
  • Inbound (Search Engine Optimization, blogging, social media, RSS,   public relations): $45 per lead

       Source: HubSpot

4. Who Finds Who

  • 80% of tech buyers say they found the vendor/product/service. 20% say the vendor found them. The most popular online venues are:

                * Google 83%
                * Vendor website: 26%
                * Online Publication: 21%
                * Online Directories: 20%
                * Online Communities: 19%
                * Analyst website: 13%
                * Yahoo search: 14%

       Source: MarketingSherpa/KnowledgeStorm Connecting Through Content 2007


  • Through 2010 enterprises that deploy CRM strategies (such as and Eloqua) will return at least 25 percent better financial metrics than those that don't (0.8 probability).

      Source: Gartner, Inc. Ten Secrets for Creating a Customer-Centric Enterprise, by Scott Nelson, December 2005


  • According to a Proctor & Gamble survey:

              * PR delivers significant ROI overall, much greater than advertising, and provides a halo effect over other marketing tactics
              * PR showed an overall 275% ROI
              * PR delivers high ROI with relatively low spend in comparison to other marketing vehicles.
              * SEO is a part of any PR program

      Source: Proctor & Gamble, as reported by Web Marketing Today


      Interested in learning more about web internet marketing services,
      SEO, email marketing or pay per click campaigns? Click here to visit the Bartlett  
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About the author

Harry started Bartlett Interactive in 1998 and focuses on integrating best practices in branding, user experience design, Internet marketing and technology to increase the value of an online presence.
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