Yesterday we discussed the Shift in Digital and a couple of facts from the Center For Media Research bring us up to date on what is happening online and with marketing as a whole...
"The two top challenges facing marketers are: - Obtaining an integrated view of customers across online marketing touch points (45%)
- Interpreting the resulting data (41%)
The three areas that have seen the biggest spending increase this year are:
- Online marketing (69%)
- Generating online business (56%)
- Web 2.0 (55%)
67% of marketers indicated that marketing has always been viewed as critical in their organization, and only 19% say that marketing is seen as discretionary.
The three most commonly used forms of online marketing are:
- Email marketing (87%)
- Display advertising (86%)
- Paid search (69%)
The three most commonly used marketing measurement tools are:
- Individual online marketing campaign performance (77%)
- Online customer behavior-per visit/session (76%)
- Display advertising performance based on impressions (69%)"
Using the ROII calculator makes it is easy to interpret the expected results of the campaign and it brings the focus of what metrics are truly important for your clients.