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Table 5. Most frequent used marketing (communication) campaigns or actions (0=never, 1=yearly,
2=quarterly, 3=monthly, 4=weekly, 5=daily).
Mean
Mean
Mail 2,57 Telemarketing 0,64
The customer as ambassador (positive word-of-mouth) 2,25 Price penetration 0,63
Networking 1,96 Free trial/example 0,58
Facebook 1,94 Inviting the press 0,57
Post on the website 1,71 Flyering 0,56
SEO 1,61 Testimonials 0,54
Brainstorming with customers 1,48 Youtube 0,54
LinkedIn 1,34 Congres 0,5
SEA 1,32 Festivities 0,49
Actively respond to negative/positive comments on social media 1,29 loyalty program 0,46
Online advertising 1,18 Incentives 0,45
Meetings 1,08 Billboards 0,4
Exhibitions 1,06 Rebate 0,37
Advertising on websites 1,04 PostCard 0,36
Presentations 0,97 Chatsessions 0,34
Discounts 0,97 Gift Voucher 0,31
Demonstrations 0,97 Experiencecentres 0,31
Sponsorship of goods 0,94 Tryouts 0,28
Business events 0,93 Open house 0,22
Send a press release 0,93 SMS marketing 0,18
Post content on fora or blogs 0,92 Coupons 0,18
Free give aways 0,86 Radio 0,16
Twitter 0,78 Sweepstakes 0,15
Newspaper ad 0,73 Brandstores 0,15
Promotional items 0,72 Festivals 0,15
Google 0,71 Online games or app 0,1
Seminars 0,69 Tv 0,09
Interviews in specific dailies 0,68 Flashmobs 0,08
Charities 0,68 Popupstore 0,07
Table 6. Techniques used for tracking ROI (0=not at all, 1=rather not, 2=neutral, 3=a little, 4=very much).
Mean
Use online calculation tools (click-through rates and time spent on a page) 1,93
Key performance indicators (predetermined parameters) 1,72
Survey/panels of customers 1,28
Self-developed integrated tool 1,28
Purchased integrated tool 0,72
Counting give-away numbers 0,63
Outsourced to marketingspecialists 0,58
Counting returned coupons 0,56
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