To be effective in marketing, it is important to focus on campaigns across multiple channels instead of relying on one particular platform or strategy to bring you business. Each channel helps the other if set up correctly.
According to a new survey by RSW/US, the most effective tools for generating new business, according to agencies, are referrals (59%), networking (57.4%), and business from existing clients (57.4%). Marketing tools such as websites, good web presence on search, and social media, can aid in these results.
| Marketing Tools Most Effective in Generating New Business (% of Responses; Multiple Selections OK) | |
| Tool | % of Responses |
| Social media |
11.5% |
| Referrals |
59.0 |
| Email marketing |
11.5 |
| Paid search |
1.6 |
| Organic search |
4.9 |
| Cold calls |
18.0 |
| Networking |
57.4 |
| Conferences |
9.8 |
| From existing clients |
57.4 |
| Presentations or speaking |
24.6 |
| Email campaigns |
9.8 |
| Source: RSW/US,October 2012 | |
Agencies are significantly more likely to believe that the number of new business opportunities is increasing relative to last year, than remaining the same or declining.
| Opportunities For New Business Relative to Previous Year | ||
| Opportunity | % of Respondents | Expectation For 2013 |
| Remain the same |
34.4% |
34.4% |
| Increase |
44.8 |
61.7 |
| Decrease |
20.8 |
3.9 |
| Source: RSW/US,October 2012 | ||
Marketers are getting more and more sophisticated, says the report, and need firms to help them strategically find their way into the digital and social space, and integrate these new platforms.
Digital and social continue to drive new business opportunities for Agencies, with 76% and 53% of Agencies, respectively, stating that they are seeing these two areas as the biggest drivers of business relative to other marketing/media platforms.
| Frequency of Business Opportunity Type (% of Responses; Multiple OK) | |
| Type of Opportunity | % of Responses |
| Digital (web, design, mobile) |
76.3% |
| Search (paid or organic) |
19.1 |
| Social media |
52.6 |
| Traditional (print, TV, etc) |
46.1 |
| Sales collateral |
23.0 |
| Trade show support |
13.8 |
| Media planning/buying |
28.3 |
| Inbound marketing programs |
6.6 |
| Source: RSW/US,October 2012 | |
For additional information about the study and more responses, please visit RSW/US here