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Business of Marketing > Return on Investment

What’s the Biggest Challenge in Proving Marketing ROI?

April 19, 2017

While most marketers feel that it's getting easier to prove marketing's impact, only slightly more than one-quarter of marketers feel very effective in their ability to demonstrate marketing's value internally, new research from TrackMaven has found. The main challenge appears to be attributing social and content to revenue, per the report. Read more »

What Do B2B Marketers Enjoy Most About Their Jobs?

April 11, 2017

The majority of B2B marketers say that they enjoy the more creative and strategic aspects of their jobs, such as developing and launching new campaigns (76.7%), according to [download page] a survey from the Martech Industry Council and Leadspace. Likewise, they take pleasure in creating and building new marketing programs (69.8%) and planning and executing major events (38.2%). Read more »

Marketers More Confident Measuring ROI From Paid Search & Email Than Other Digital Channels

April 5, 2017

Measuring the ROI of marketing and advertising efforts has been a consistent obstacle for some time, brought to light by greater pressures from the C-suite to prove marketing's value. Digital advertising - for all its growth - hasn't been spared this challenge, but some channels seem easier to measure than others. Indeed, respondents to SEMPO's latest State of Search Report seem relatively confident in their ability to measure the ROI from paid search and email. Read more »

Enterprise MarTech Investments Made Chiefly to Better Understand Customers and Prospects

March 10, 2017

Marketers at enterprise companies (at least 500 employees) are investing in marketing technology primarily to better understand customers and prospects (62%), a task seen as both a key priority and challenge for marketers. That's according to the results of a Squiz survey of 608 marketing professionals in the US, Australia and the UK, a majority (57%) of whom also seek to automate processes and reduce time on admin. Read more »

Why Aren’t CMOs Making Greater Use of Marketing Analytics?

March 6, 2017

There's been no progress in CMOs' use of marketing analytics, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. If anything, the use of marketing analytics is losing steam: respondents say that fewer than one-third of projects used analytics prior to a decision, down from 37% five years ago. Read more »

US Marketing Confidence Rising; Most Expect Function’s Influence to Grow

March 3, 2017

Overall confidence in marketing has increased to a record level, even though marketers express less confidence in their understanding of ROI and investments in the right customers. That's according to the latest Marketers Confidence Index from the AMA and Kantar Vermeer, which also reveals that young marketers are the most optimistic about their function's outlook. Read more »

9 in 10 Digital Marketers Include Video in Their Mobile Marketing Plans

February 27, 2017

Seeking to capitalize on a growing consumer trend in mobile video viewership identified in a recent AOL survey, some 89% of digital marketers use or plan to use video for mobile marketing, according to a new YouAppi study. The most common uses are video for social media and in-app videos (each by 48% of respondents), while close to 4 in 10 will use brand video advertising. Read more »

B2B Marketers Say Email Delivers the Highest ROI Leads

February 20, 2017

Score another one for email. On the heels of recent research showing that email is the top lead- and revenue-producing vehicle for B2B marketers, a newly-released study [download page] from Chief Marketer reveals that email is also the channel producing the highest ROI leads in the B2B space. Read more »

Inc. 500 Execs See Social’s Potential in Driving Sales, But Fret About ROI

February 16, 2017

A majority of Inc. 500 companies are using various social platforms including LinkedIn (94%), Facebook (88%), Twitter (79%) and Google+ (53%), while Instagram (46%) is growing quickly and nearing majority adoption, according to the latest annual study of this topic from the University of Massachusetts Dartmouth. Inc. 500 executives surveyed as part of the study feel that social networking platforms have a greater role to play than other channels in increasing sales. Read more »

Global Sponsorship Spending Set For 4.5% Rise This Year

February 8, 2017

Sponsorship spending worldwide is expected to grow by 4.5% this year to $62.8 billion, according to the 32nd annual industry review and forecast from IEG. That 4.5% growth rate is relatively steady from last year (4.6%) and up from the two prior years (4.1%), as spending on sponsorships is projected to increase at a greater rate than spending on advertising (4.4%) and marketing/promotions (3%). Read more »