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Which channel offers the biggest reward for the lowest effort?

With only so many hours in a day and increasing pressure to improve results with shrinking or similar budgets, marketers need to choose the channels they invest in wisely. We asked how tactical effectiveness compares to executional difficulty in our State of Digital Marketing – Benchmarks for Success last year and these were the results:

Digital Benchmarks for Success channel effectiveness

Having been called the workhorse of digital marketing many times, email makes a great appearance on the chart with effectiveness at three times the effort. And after many predicted email’s death in favour of social, it turns out that even though it’s now quite a mature channel, many marketers perceive social media actually requires more effort than it’s worth!

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