Marketers are still looking for the right way to measure ROI for online branding initiatives. Falling back on the usual methods means that marketers are failing to take the full value of total display and video ads into account. Analysts at eMarketers are recommending some additional techniques that should help marketers improve their measurement process.
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.
Coremetrics calls its new study “The Face of the New Marketer”. The title calls attention to the fact that more companies are shifting resources to online marketing. As this shift occurs, marketers can’t be sure if their efforts are paying off or if they could be more successful with their online strategies. It’s an important topic to consider as marketers continue to face a difficult marketplace.