2016 Customer Acquisition, Retention and the Best ROI
Every year, Target Marketing completes an extensive Media Usage Survey, asking readers how they’re allocating the budgets, what media they’re favoring and more. What follows is data from the third and fifth sections of the 2016 survey.
The "2016 Media Usage Survey" has revealed how companies are increasing spending and how a lot of that is happening in digital. A third major trend in this year’s survey is that marketers are focused on acquisition.
Where is that extra acquisition spending going? Three channels jump out of the data, with more than 10 percent increases year-over-year: SEM (11 percent increase), social media advertising (15 percent increase) and mobile (18 percent increase). By contrast, on the retention side, only mobile increased by more than 10 percent year-over-year (16 percent).
We’ve seen how marketers are planning to spend their budgets. But if you forced them to pick one channel for acquisition and retention, what would it be? Here’s what respondents said were the best methods for maximizing ROI.