How to maximize the return on investment from digital marketing

Gian Fulgoni

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The lure of the internet has attracted marketers for some time now. In 2016 spending on digital advertising (encompassing search, display, rich media, video, sponsorship, classifieds, lead generation and mobile) is expected to grow by 15% in the U.S., reaching $68 billion and surpassing spending on TV advertising for the first time. Targetability and measurability are often cited as digital's key advantages over traditional media. While these benefits are real, nothing is perfect, and smart marketers are now realizing they need to be careful in their measurement and executional approaches if they want to maximize the return on investment (ROI) from their digital ad investments.