As we enter 2019, your clients may be asking themselves whether they should spend more money on promotions or on advertising. Analytic Partners has released its ROI Genome Report to show marketers how they may be missing the mark when they rely on promotions.
With all the positivity responders of GetResponse and Smart Insights’ show toward email marketing, some survey results of how they’re using email are shocking.
Display advertising still commands a significant portion of online ad spending. But how’s that really working for your clients? Let’s take a look.
Paid Search. It’s a field that captures nearly half of all online ad spending. Google became a household name as a result of its sophisticated algorithms and ad words. Marketers were willing to spend $14.8 billion last year on paid search to improve their positions on search engine results pages. But is paid search delivering the kind of ROI that marketers believe they are getting?
It’s hard enough to measure ROI on digital advertising but when attribution models are used incorrectly the audit trail can get downright confusing. Should a marketer be happy with the current last-click attribution model which is the industry standard? Some analysts say marketers should be willing to work a little harder to properly value formats like social media and organic search which are vastly under-counted.
2012 is supposed to be the year that big data makes a big difference for marketers. But, for all the talk about gleaning data and applying it to measuring ROI, most enterprises don’t have the details worked out. Few can even agree on what constitutes marketing ROI.
Ever since marketers started paying for advertising, they’ve wanted to know if it’s working. Marketers who write the checks for digital campaigns want accountability from the media space providers, too. Defining and measuring ROI has been difficult until now but vendors are rolling out new tools designed to make a difference.
If there’s one lesson merchants have learned from the recent recession, it’s that they must measure return on investment (ROI) to track and improve profitability. Merchants are especially keen on measuring the ROI on their marketing investments. But good data on specific types of marketing remains elusive.
Everyone has a different idea about how to measure the financial return from a marketing investment. Many experts claims it’s an inexact exercise at best and the numbers tend to get particularly hazy for word-of-mouth campaigns. But academic researchers at Goethe-University in Frankfurt, Germany who recently completed a study say they’ve come up with a good way to measure how social capital becomes economic capital in a simple word of mouth (WOM) campaign.