So I’m surprised that only 47 percent of marketers use analytics to measure the success of their online marketing investment. Is it because they’re off not knowing? That they can use the usual metrics to entice advertisers while disregarding what doesn’t work? I’m not sure.
Online marketing investment is predicted to increase for the 6th consecutive year as organizations begin to look to social networks as well as email, SEO and pay-per-click advertising, according to Alterian in its sixth Annual Marketing Survey. A quarter of those surveyed cite analyzing results as the hardest part of any campaign.
“With the current economic climate,” said David Eldridge, CEO Alterian,” it is refreshing to see results that show businesses investing in areas that can directly drive sales – essential in this market. What is less encouraging is the low number of marketers who use analytics to evaluate and refine their campaigns.”
With responses from more than 1,500, a fifth are predicting a reduction in offline marketing investment, with 38 percent predicting it will actually increase. Online direct marketing is also set to see healthy growth this year, with 62 percent of organizations citing planned increases in budgets. Only one-fifth of respondents said their website was only ‘basic’ and not at the core of its marketing activity.
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