Maximizing ROI in a competitive landscape

In this whitepaper, we’ll look at the challenges marketers are facing, how business email is one of the most powerful marketing tools at your disposal, and how email signatures let you reach a wider audience, generate more leads, and drive more sales.

In today’s business landscape, consumer choice is everything. Customers have limitless options on where to spend their money, and multiple channels through which to do so.

Six key challenges facing marketers today

Your marketing strategy needs to work seamlessly across all channels, gathering and using data to improve the customer experience, automating and streamlining processes, and building brand loyalty.

Audiences are more fragmented than ever. Consumers become blind to marketing messages as they’re bombarded from all directions. And customers expect a personalized experience with a friction-free journey.

1. Customer behavior  

Marketers often try to reach their target audiences through social media (75%) and influencer marketing (74%). However, 52% of consumers prefer to communicate with brands over email, with only 9% choosing social media.  

2. Increased competition  

The marketplace is increasingly crowded, making it vital to differentiate yourself from your competitors.  This means developing a unique value proposition, based on what your customers want. This will allow you to successfully pull ahead of your competitors and maximize ROI.  

76% of consumers choose brands they feel connected to.  

3. Fragmented media landscape  

The days of traditional advertising being the sole focus for marketers are long gone. You need to know your audiences’ media habits and test which messages resonate to make best use of your budget.  

The average person clocks 6 hrs 58 mins screen time per day.  

4. Content saturation & short attention span  

To stand out, your brand voice must be clear, timely, and useful. It means helping customers get to their end goal quickly and speaking authentically. Audiences are oversaturated, so don’t just push what you’re keen to promote.  

95% of content fails to connect with audiences due to oversaturation. 

 5. Brand reputation  

With so many fast-moving channels to manage, brands are vulnerable to reputational damage.

The risks shouldn’t be underestimated as 90% of consumers report not buying from businesses with poor reputations. Your brand must be consistent across all platforms.

Unified brand presentation increases revenue by up to 23%.  

6. ROI measurement  

Without analyzing metrics to determine success, you can’t justify the spend. Make sure to always track campaign performance to qualify and quantify success. You need to make data-driven decisions to ensure the best ROI.  

Only 28.4% of marketers measure ROI consistently. 

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