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Survey shows marketers lack adequate tools for campaign analytics
Date: 27/02/2009
Marketers will continue to invest significantly in online marketing this year, but less than half (47%) actually use analytics to measure their campaigns, and one-fifth only have a ‘basic' website, according to the sixth annual marketing survey from Alterian.
The study found that a predicted increase in online ad formats for the sixth consecutive year as organizations begin to look to social networks as well as email, SEO and pay-per-click. These findings are consistent with other recent results that show email, display and search are the most effective marketing tactics.
One quarter of marketers say analyzing results is the hardest part of any campaign:
2009 Spending and Investment Priorities
The survey report also offers an analysis of both online and offline marketing spending and investment priorities over the coming year:
- Online direct marketing is set to see healthy growth this year, with nearly two-thirds (62%) of organizations citing planned increases in budgets. More than one quarter (26%) say their online budgets will remain static, while 6% say they will decrease
- Despite the widespread coverage of the death of offline media and marketing, only a fifth of those surveyed are predicting a reduction in offline direct marketing investment, with 38% predicting it will actually increase.
Multiple Applications Commonplace
Marketers are still using multiple applications to do their job, with around a quarter of respondents using more than seven applications on campaigns, the study found. The fact that half of those surveyed (51%) use between three and six applications, means that a vast majority of marketers are attempting to analyze data from disparate systems, with little or no integration, Alterian said.
Websites Not at Campaign Core
Though online investments are the focus of many campaigns, one-fifth of respondents claimed that their website was only ‘basic' and not at the core of its marketing activity. With increased investment predicted in online marketing channels, companies need to better understand the importance of the website in effectively underpinning its online presence, Alterian said, adding that this statistic demonstrates a need for companies to better understand the channels available to them before investing their marketing funds.
Source: MarketingVOX
WFA's Digital Network, comprising Global/ Regional Interactive Marketing Directors from within our membership has recently exchanged insights on using web analytics tools to better understand digital opportunities. For more information, please contact Robert Dreblow: [email protected]
