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Which Digital Marketing Tactic Has the Biggest Revenue Impact?

by Ayaz Nanji  |  
March 3, 2015

One-third of marketers say they do not know which digital marketing tactic has the biggest positive impact on revenue, according to a recent report from Webmarketing123.

The report was based on data from a survey of 600 marketing professionals (a combination of B2B and B2C) based in the United States.

Some 26% of respondents say email is the digital marketing channel with the greatest positive impact on revenue; SEO is second (17%), followed by paid search (15%), social media (5%), and online display advertising (5%).

Below, additional key findings from the report.

B2B vs. B2C

Email is the most effective tactic for B2B marketers, with 31% saying it has the biggest impact on revenue.

Paid search is the most effective digital tactic for B2C marketers, with 24% saying it has the biggest impact on revenue.

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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 DH Patterson Thu Mar 5, 2015 via web

    I meant to give the article 4 stars. I thought you had to click on each star individually like you do on other sites. I apologize for the error. I found this piece to be very helpful.


  • by Kath Pay Mon Mar 9, 2015 via web

    Very interesting research. The next step would be to include the cost of the tactic to derive the ROI of it. My guess (supported by Econsultancy research) would be that Email Marketing delivers the highest ROI. The fact that 25% are unsure which channel has the biggest impact on revenue is a bit scary :-)

  • by Magnolia Mon Mar 9, 2015 via mobile

    In China, SEO and paid search are positive to generate revenue, social media is playing a more and more important role in this aspect

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