To be a great challenge for professionals ROI on digital channels remains a mystery to most marketers Tags ROI social media marketing read later Traditionally it has been thought that it was easier to account for impacts and other quantifiable elements in digital channels than in traditional ones, but despite this, companies are still unable to adequately measure the ROI of these digital channels. A new study carried out by Euroconsultancy and Responsys, comes to point out this statement. Among the companies and executives interviewed, mainly in the UK (46%) and in other European countries (19%), only 50% marked their understanding of ROI in digital channels as “good” (33%) or “very good”. good” (17%), down from 55% the previous year. On the contrary, the proportion of “sufficient” or “poor” grew from 42% to 48%.
The remaining 2% acknowledged having "very poor" knowledge. The companies that answered the questionnaires had even more diverse opinions. On the one hand, the proportion of those who said that their clients understood digital ROI “very Gmail Email List well” grew 3 points, from 5% to 8%, while the “good” group decreased by the same proportion, with a drop from 3 points to 23%. At the opposite extreme, the percentage of clients whose understanding of ROI was “fair” fell 5 points, to 33%, points that had been added to the “very poor” category, reaching 27% in this case. In fact, Given this decline, digital marketing seems to be on the same level as traditional channels when it comes to measuring ROI.
This year, 47% of marketing executives surveyed said their understanding of ROI from traditional channels was "good" or "very good," up 3 points from 44% a year earlier. The increase occurred among those who stated "good" knowledge in the same proportion as it decreased in the "very good" group. Among agencies, 45% said their clients understood ROI in traditional channels "well" or "very well," up from 41% a year earlier. Agencies therefore see that their clients continue to have a better understanding of ROI in traditional channels (45%) than in digital channels (31%). The study has been carried out among more than 800 marketing services companies (377) and professional clients of the sector (457).ads By Angel Alba Opinion STRATEGY Feb 8, 2013 11 recommendations for selling innovation projects Tags innovation marketing sales read later favorites 0 AA Angel Alba CEO of Innolandia.es, a leading blog specializing in innovative services.