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Report: Email and organic search are the most effective channels for driving high quality leads

by on 30th March 2018

44 percent of marketers believe that email marketing and organic search are the most effective channels for driving high quality leads, according to a new report from Digital Doughnut.

The report surveyed 1,042 marketers between July and August 2017.

While email marketing and organic search appear joint first on the list, LinkedIn appears third and paid search appears fourth, with 33 percent and 29 percent of marketers respectively citing these channels as one of the most effective channels for lead generation.

The report also states that only 43 percent of marketers surveyed deem the return on investment from online lead generation activities to be “good” (36 percent) or “excellent” (7 percent), while 57 percent deemed the return on investment to be “okay” (40 percent) or “poor” (17 percent).

Moreover, 32 percent of respondents “somewhat disagree” (20 percent) or “strongly disagree” (12 percent) with the statement “We have a clear understanding of return on investment from online lead generation, based on sales data,” while 22 percent “neither agree nor disagree” and 29 percent “somewhat agree”.

Only 17 percent “strongly agree” they have a clear understanding on the ROI from online lead generation.

On activities in which organizations lack maturity, the report states that 22 percent of respondents deem their processes for transferring data between business systems to be “very basic,” while 12 percent deemed it to be “very advanced”.

Meanwhile, 46 percent of marketers deemed their content production and development activities to be “quite basic” or “very basic”.

The report comes amid reports several large advertisers have slashed digital advertising budgets both based on performance and brand safety concerns.

Procter and Gamble, one of the world’s largest digital advertisers, announced last year it had cut its digital advertising budget by $140 million and cited brand safety concerns and automatic traffic (bots) as the basis.

Meanwhile, Unilever has also toyed with reducing its digital advertising budget and its CMO, Keith Weed, has made numerous statements about the brand safety concerns created by digital advertising.

Among the concerns cited by big advertisers is the inconsistency between digital and traditional metrics, which often makes like-for-like comparisons an ideal rather than a reality.

Criticism in this regard is often directed at Facebook, which allocates a view based on 3 seconds of interaction with video content.

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