To understand this first it is important to understand the past and the present of digital marketing.
Back in the old days, there was a trend of conducting one annual planning meeting for a go-to-market strategy, plan and budget. But, today marketers need to plan frequently and even modify plans as per real-time customer insights, emerging media, channels and technology.
14.6% close rate has been recorded for SEO leads, while outbound leads (like direct mail or print advertising) have a 1.7% close rate.