Best Digital Channels to Increase Revenue

With so many digital channels, it’s really hard to identify which one has the biggest impact on revenue. In fact, approximately one-third of marketers are unsure of which digital tactics are the most effective.

A year ago, email marketing was ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as “good” or “excellent.” Revenue from email had increased proportionately by 28% in one year.

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But the success of the channel could depend on whether you are a B2B or B2C marketer.

According to a recent study from Webmarketing123, Email marketing remains the most effective digital tactic overall. However, B2C marketers found that paid search was the most effective digital tactic, with 24% saying it has the biggest impact on revenue whereas B2B marketers from that email was most effective.

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When it comes to social media channels, B2B marketers have found the greatest success with LinkedIn. Although a large percentage still do not know if they generate revenue at all from social media. For B2C marketers 56% say that Facebook has generated the most the most revenue.

With that said, email is one of the easiest digital channels to measure in terms of revenue generation and ROI. Measuring the revenue from social media marketing is more challenging since it involves intangibles such as engagement, audience reach, and “buzz.” But using tools such as Google Analytics Campaign Tracking can help bridge the gap.

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The Biggest Lesson Marketers Can Learn from #TheDress Debate

Last Thursday, the Internet was in a heated debate over whether a dress was #WhiteAndGold or #BlackAndBlue. When Caitlin McNeill and her friends could not agree upon the color of a dress, she posted a photo on Tumblr to seek out the opinion of others. Buzzfeed got ahold of this and posted an article asking the world to settle the debate. By the next day, it seemed that every person, including my mother, was talking about the dress.

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But the biggest marketing lesson to be learned are not about how it became viral, or the benefits of Buzzfeed or even audience engagement through social media. The lesson is how perception equals reality.

Everyone who looked that photo saw something different. It had nothing to do with intelligence, experience or even fashion sense. (Although most people agreed the dress was hideous in style.) It was about our eyes taking the information in front of us, our brains processing it and giving us an answer that may or may not be correct. Our brains are colored with cognitive biases that affect how we gather, evaluate and retain information. We even see patterns that are not even there. But because the information came from our brain we assumed that it was the right answer. People were insistent on what they were seeing because it was what they were actually seeing.

This is also true with the audience of a brand. The decision of what a brand is, is how the person is going to choose to see it, based on their biases. Each person perceives their own reality. This strongly impacts likeability. So it is important for marketers to accept that not everyone will see a brand in the same way and take that into consideration when developing campaigns.