Digital marketers are now using a wide range of channels to reach their target audience. However, new research indicates that they are finding it challenging to measure the return-on-investment (ROI) of channels, such as email, social media marketing, and...
Digital marketers are now using a wide range of channels to reach their target audience. However, new research indicates that they are finding it challenging to measure the return-on-investment (ROI) of channels, such as email, social media marketing, and search.
Nielsen recently published its �Annual Marketing Report� for 2023, and statistics suggested that globally, only 48% of marketers are focused on both their reach/frequency and ROI. The majority of respondents (52%) stated that they are only focusing on their reach and frequency at this time.
�Practically speaking, marketers without dependable measurement data won�t be able to make fully informed media mix decisions,� concluded the researchers behind the report. That could limit their ability to plan for their primary business objective for the year: customer acquisition.�
Most marketers (61%) are �very� or �extremely� confident in their ability to measure the ROI of social media initiatives. About 59% said the same about search, and 53% claimed that they were �very� or �extremely� confident in their measurement of email.
Marketers� Confidence in Social Media Measurement Grows
Although marketers are now becoming more confident in their use of social media, previous research indicates that they weren�t always comfortable leveraging this digital channel.
Hootsuite released its �Social Media Trends 2023� report, and data suggested that most marketers (40%) are at least �confident� in the ROI social media delivers. However, only 37% said they were �extremely confident,� and 20% admitted they were just �somewhat confident.� Nearly 4% admitted that they weren�t at all confident.
�Our survey found that, when it comes to social media, seniority has a major impact on how individuals perceive and demonstrate the value of social,� concluded the researchers behind the report.
