Senior Marketers Seen Lagging in ROI Analysis of New Digital Tools

Only 14% of senior marketers whose companies use social network marketing say they are tying their efforts to financial metrics such as market share, revenue, profits, or lifetime customer value, while only 17% of those whose companies are using mobile advertising say they are doing so,according to [download page] a survey released in March 2012 by Columbia University’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA). This compares to 41% whose companies measure the financial impact of their email marketing, and 47% whose companies do so for their traditional direct mail marketing.

This is despite adoption of new digital tools such as social network accounts (85%) and mobile ads (51%) having risen to a point where they rival the adoption rates of more established channels such as sponsorship and events (90%), print advertising (85%), direct mail (74%), and TV and radio ads (59%).

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nyama-roi-measurement-marketing-channels-march2012.jpgOnly 14% of senior marketers whose companies use social network marketing say they are tying their efforts to financial metrics such as market share, revenue, profits, or lifetime customer value, while only 17% of those whose companies are using mobile advertising say they are doing so,according to [download page] a survey released in March 2012 by Columbia University’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA). This compares to 41% whose companies measure the financial impact of their email marketing, and 47% whose companies do so for their traditional direct mail marketing.

This is despite adoption of new digital tools such as social network accounts (85%) and mobile ads (51%) having risen to a point where they rival the adoption rates of more established channels such as sponsorship and events (90%), print advertising (85%), direct mail (74%), and TV and radio ads (59%). Leer más “Senior Marketers Seen Lagging in ROI Analysis of New Digital Tools”