Where to advertise in tough economic conditions

South Africa’s economy is in a tough spot and businesses are under pressure to perform on limited budgets.

For businesses which want to succeed, however, there is good news – a new report shows that online marketing provides the best return on investment (ROI) for local businesses.

Nielsen’s Media ROI Benchmarks report for South Africa shows that digital media provides the most return for every rand spent, which is crucial in tough trading environments.

The key findings from the report included the following:

  • Digital media marketing provides a much higher ROI than other channels.
  • Digital media marketing was almost twice as effective as TV and print.

Digital ROI

The graphic below from the Nielsen report shows what companies receive in terms of ROI across different media channels.

It shows that digital media marketing provides a much higher ROI than other channels.

For every R1 a company spends, they receive the following ROI:

  • Digital – R2.30
  • Cinema – R1.60
  • Print – R1.35
  • TV – R1.30
  • Out of Home – R1.25
  • Radio – R0.85

Media ROI

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Where to advertise in tough economic conditions