The leading reason why companies don’t invest more money in digital marketing is a generally restricted budget for all types of marketing, per a recent report from Econsultancy and Oracle Marketing Cloud. But beyond that primary hindrance, staff constraints, company culture and an inability to measure ROI are all cited as factors, and the report wonders if the “culture of ROI is stifling innovation.”
Indeed, as the analysts note, “without the ability to measure channels, ROI cannot be proved to management, and without proof, decision makers are unlikely to increase budgets.”
So which digital channels do marketers feel most confident in measuring? The survey of almost 500 client-side marketers and agency respondents, primarily from the UK (55%) and other European countries (18%) provides some insights.
As it turns out, there’s only one channel in which at least half of the company respondents feel “good” about their ability to measure ROI: paid search (50% rating as “good”). Email marketing for acquisition (48%) and for engagement/retention (45%) come close in ROI confidence, though only a minority of company respondents rate their ROI measurement capabilities as “good” in these areas. Read the rest at MarketingCharts.com.