There is no doubt that one of the fundamental aspects to measure the efficiency of a marketing strategy is the ROI-return on investment- and one of the last studies has been carried out at the end of 2010 by more than 231 respondents who use Online marketing strategies aimed at achieving an increase in business figures and obviously, greater consolidation of the brand.

The study prepared by Lenskold Group, resulted in a report of more than 21 pages which included relevant recommendations to optimize the ROI of investments in online marketing.

The optimization of the marketing campaigns in relation to the exploration of habitual practices and the generation of new opportunities derived from a greater efficiency in the marketing campaigns, although it was the main objective, has not been the only one since the study allowed to identify some aspects of great relevance.

The vendors have a broad enough vision to identify the potential that remains to be exploited. It is estimated that the possible increase in benefits will be around 10%. However, 44% have not yet identified the areas by which their benefits could increase.

The highest benefit is confined to the area of ​​new alliances and synergies aimed at generating new business opportunities.

The use of online marketing campaigns generates opportunities derived from the identification of the actions carried out by the competition, or that allows achieving a growth that stands at 22% comparatively with the 10% mentioned above.

Companies that include the analysis of ROI in their marketing campaigns experience rapid and strong growth, standing at 51% for those that use not only financial measures and 63% for those who include quality as variables that allow the conversion into figures of deal.

Finally, companies that use tools and analysis of ROI measurement, determine that online campaigns are more efficient than traditional marketing because they allow evaluating the level of brand consolidation and customer loyalty, variables whose ROI is traditionally complex to measure.