Tuesday 26 February 2008

Marketing effectiveness analysis must be 'fed into strategies'

Companies need to track their marketing effectiveness if they want to feed the "back into marketing strategies".

According to a recent survey, just one in ten of those polled had automated systems in place to track the effectiveness of their marketing spend, such as would be provided by an SEO specialist.

Furthermore, the Global Marketing Effectiveness Report, published by the Fournaise Marketing Group, found that 70 per cent of marketers believed that short-term revenue-boosting and lead-generation campaigns were more important than long-term intangible brand building.

Another 65 per cent believed that their marketing spend had had no discernible effect on consumers last year.

"Media clutter, sophisticated consumers and intense competition go some way to explain the wastage," said Fournaise's chief executive Jerome Fontaine.

"But tracking every marketing dollar spent would mitigate the effect and feed critical real time analysis back into marketing strategies. Which in turn would have more positive impacts on the business bottom line."

Category: SEO

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