Email And Websites Fare Better Than Social Media In Terms Of Higher ROI

One sure indicator of the health of any business is the return on investment or ROI. All companies base their business strategies so as to achieve a higher amount of ROI. For companies engaged in some form of e-marketing, use of an effective communication tool is imperative to broaden their consumer base and highlight the brand image. Till recently the choice of such medium has been the company website and the email. Of these two, the latter has proved to be more potent. Lately, business houses have been provided with another option to reach the customers – the social networks. Social channels have come up in a big way with sizable following and the more popular among them even posing as some sort of a threat to companies like Google. So it was natural for e-marketers to utilize this form of communication with the hope that it will prove to be equally, if not more, than email or company website. Unfortunately statistics tells us otherwise.

In a recent survey conducted by EPiServer at adtech found that around 60% of companies participating in the survey admitted that they are getting higher ROI from email and websites than the much-in-demand social channels like Facebook, Twitter, YouTube, and LinkedIn. Bob Egner, VP of Global Marketing at EPiServer observed that the outcome of the survey leaves no doubt those social networks have to go a long way to be as effective as email and corporate websites. Communicating with consumers through social sites is at best still in the experimental stage and both marketers and technology people should work together to transform it into a tool for revenue growth. Majority of the respondents to the survey agreed that till such time that happens, the strategy for increasing ROI would continue to utilize email and company website.

One reason for email scoring as a major business communication tool over social networks is that there are people who have never subscribed to any of these social channels but regularly use email to communicate. There are email marketing services, email marketing solutions and email marketing campaigns which can be availed of by e-marketers to stimulate their revenue growth. The corporate website, if ingenious and attractive enough, is another significant tool for realizing increased ROI. All said and done, it is too early for businesses to rely on communication to clients through social network as one of their major corporate strategy.