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The Most Effective, Most Used, and Most Budgeted for Digital Marketing Tactics

by Ayaz Nanji  |  
July 15, 2014
  |  13,620 views

Digital marketers say email remains the most effective tactic across much of the sales funnel, according to a recent report from Gigaom and Extole.

Digital marketers consider email the most effective digital tactic for building awareness (41% of respondents), boosting acquisition (37%), and increasing conversion (42%), the survey of 300 US-based digital marketers found.

In particular, digital marketers say email shines for customer retention, with 56% of respondents citing it as the most effective tactic.

Respondents with tight budgets especially appreciate email's value early in the sales process: Significantly more respondents with smaller budgets rank email as the most popular tactic for achieving brand awareness than do companies with big budgets.


Below, additional key findings from the report.

Tactics Used

  • Though email is viewed as the most effective digital tactic across much of the sales funnel, it remains part of a multipronged approach. Most marketers surveyed get fewer than 25% of their new customers via email campaigns.
  • The four most digital tactics used most by respondents are email marketing (86% use regularly), social media marketing (72%), search engine optimization (70%), and content marketing (64%).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by NG Tue Jul 15, 2014 via web

    With regards to social media marketing is this paid or content posted for organic consumption?

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