![]() Among the select media, this was by far the highest cost when using house lists, with email having the lowest average cost (of $11-15). Cost-per-Acquisition Benchmarksĭisplay advertising’s lower ROI results from a high cost-per-acquisition (CPA) figure of $41-50. ![]() In MarketingCharts’ primary research into media and advertising influence, email marketing emerged as one of adults’ top purchase influencers, with direct mail also in the mix and social ads a strong contender among youth. These are interesting results in light of consumers’ perceptions. It should also be noted that both the mobile and social media advertising ROI benchmarks are derived from small sample sizes. This year, the DMA used median rather than mean figures due to the data not being normally distributed. Mobile ads are slightly behind on this measure (median ROI of 12-14%), but are still ahead of paid search campaigns (9-10%) and internet display (6%, based on return on ad spend). (Click on the above chart to enlarge.) Measured for the first time, social media ads are said to garner a median ROI of 15-17%, on par with direct mail campaigns. Starting off with perhaps the most important metric, the report finds that email campaigns provide the highest median ROI, of 21-23%, followed closely by telephone campaigns (19-20%). As per usual with these types of studies, the data provided are benchmarks and may not mirror readers’ own results. This article will cover the cost and performance benchmark comparisons and then provide some highlights for each medium. A house file is defined as “a list of current and former customers that come from an organization’s database,” while a prospect file is defined as “a list of potential customers that is usually rented.” For each medium, questions were asked separately for “House” and “Prospect” lists. ![]()
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