In a 2014 study commissioned by Brand Science and Microsoft, the study shows that not only does online advertising deliver excellent ROI efficiency, but it also provides extra value to your other spend in the media. Can be read here [PDF].
In basic terms the report shows that the difference in ROI is striking when a campaign has an online element against those that do not have any online element. When online advertising is added into the mix, the return on investment is much improved.
From a dental point of view, this means that when a brand sponsors an event or runs a conference for their clients, the marketing campaign needs to cover all mediums.
Over recent years, this is the way the online marketing world has evolved. Brands within dentistry have been hesitant to spend all their budget on online marketing but will often use some of their budget online, to compliment campaigns in magazines, events they are hosting or to promote attendance at an exhibition.
Businesses can see that they need coverage across all mediums, their customers are constantly using and sharing digital content and therefore digital is becoming as important as non-digital channels when looking to achieve maximum ROI on their marketing spend.
Therefore, digital is certainly important in the marketing cycle and plays a part in helping produce results from non-digital media channels. This is another reason that online marketing is here to stay.