Choose the best marketing medium based on the latest research

What’s hot? Email and social media. What’s not? Display advertising and direct mail. Check out these survey results.

How should savvy marketers allocate their budgets in 2017?

According to recent research from GetResponse, marketers rank email and social media as the top two digital channels for return on investment (ROI). The report was based on data from a worldwide survey of 2,510 digital marketers. Forty-two percent of the respondents work for B2C-focused firms, 19 percent represent B2B-focused organizations and 39 percent work for organizations that are both B2B- and B2C-focused.

Some 18 percent of marketers across all industries said email marketing delivers an “excellent” return on investment, and 17 percent affirmed that social media marketing does the same.

Search engine optimization efforts ranked third (14 percent) and social media pay-per-click came in fourth (12 percent) in terms of ROI perception.

Respondents who work for marketing/advertising agencies also ranked email marketing, social media marketing and search engine optimization as the top three safest bets for ROI:

No disrespect to affiliate marketing, display advertising and direct mail, but it appears a majority of marketers are betting big on email, social media and SEO moving forward.

A version of this post first appeared on MarketingProfs.

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