Source: SEMPO [download page]
Notes: Two-thirds of marketers and agencies feel that they are good at measuring the ROI of paid search, according to SEMPO’s latest annual study. But only a minority feel good about their ability to measure the ROI of the other digital channels listed: SEO (45%); email (44%); display (29%); and social media (22%). These results are strikingly similar to a survey of global marketers released earlier this year, in which paid search was the only channel for which a majority of respondents felt good about their ability to measure ROI.
As such, the SEMPO study indicates that measuring ROI is marketers’ top challenge for several disciplines, including SEO, social and display. However, for paid search, securing budget is the top challenge, while for email agreeing upon campaign metrics is the biggest challenge.
Related: Paid Search Trends in Q3 2015
About the Data: SEMPO’s 10th annual “State of Search” report is based on an online survey of more than 500 respondents from client-side marketers/advertisers (36% share) and agency/consultants (63%). The survey was originally fielded in late 2014. The majority of respondents (both marketers and agencies) operate in B2B and B2C equally. Two-thirds are from the US, with the UK (9%) the next-most heavily represented country.