Marketers May be Underinvesting in Email, Social

A new report [download page] 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. (more…)