Companies Boost Digital Marketing, Unsure of ROI
ADOTAS – While companies continue to bump up their online ad budgets, particularly for social, a high percentage still are uncertain how measure the effectiveness of digital campaigns.
Marketing Budgets 2010: Effectiveness Measurement and Allocation, a survey of more than 1,000 companies by Econsultancy and ExactTarget, found that while 88% of respondents were increasing or keeping their marketing budget the same in 2010, 28% were shifting at least some of their marketing budgets from traditional to digital
Social media is the big winner, as 70% plan to increase their off-site social media budgets — e.g., Facebook and Twitter — while 64% will boost their on-site social media spend, via blogs and reviews on the company websites. Also 64% of companies plan to increase their organic search engine optimization spend, while 51% will give a boost to their paid search. In addition, 56% companies planning to increase their mobile spend and 54% would do the same for email.
At the same time, 43% of respondents rated themselves as “poor” at measuring the ROI of digital advertising. In particular, 38% reported difficulty with measuring the effectiveness of on-site social media and 40% said the same for off-site.
Reader Comments.
That’s a big jump for social media. Digital (social media) is starting to become slightly more easier to measure ROI. It really comes down to the individual organization on how that measurement means anything.
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Covario Issues Annual Client Awards for SEO/SEM Success February 10th 2012 ADOTAS - Search engine marketing/SEO services provider Covario issued the [...] more »
- BlueKai Report Explains DMPs to Publishers February 10th 2012 ADOTAS - BlueKai released a report this week on the [...] more »
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
Features
- Infographic: The Online Ad Industry Is Like the Stock Market February 10th 2012
- Mobile Search: More Intent, More SMB Opportunity February 10th 2012
- BlueKai Report Explains DMPs to Publishers February 10th 2012
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- HootSuite Social Media Management » More Apps, Open API, and the Solution Partner Program ~ News Roundup: [...] mentioned in our HootSuite’s Super Bowl XLVI Social Media Recap, adotas and MediaPost analyzed our
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
