A new report from the Platt Retail Institute, conducted in association with the American Marketing Association and sponsored by hybris software, compares marketers’ rankings of various channels’ budget allocations against the channels’ perceived importance and ROI. The study reveals that of the 11 channels identified, email marketing ranks 3rd in current importance and 5th in return on investment, but only 8th in budget allocation. A similar pattern emerges for social media.
That is, while ranked 4th in both current importance and ROI, the channel ranks only 6th in budget allocation.
Marketers may be overspending on call centers, though. This channel is ranked 3rd for budget allocation, but only 6th for current importance and 8th for ROI. Other channels that may be getting too much spending include mass media and direct mail and catalog. Read the rest at MarketingCharts.