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What is the return on investment of your digital marketing spend?<\/p>\n
If you can’t answer that, you’re not alone. IBM recently conducted a survey of 1,700 Chief Marketing Officers in 64 countries – one of the largest and most comprehensive studies of its kind. The results of this survey (PDF), which were widely published and reported, show two things very clearly:<\/p>\n
The inherent contradiction in these two statements is causing stress for marketers. There are a number of challenges in measuring digital ROI. But it doesn’t have to be that way.<\/p>\n
Digital in the big leagues.<\/strong><\/p>\n Until recently, digital was considered a “guerrilla” tactic. Marketers tentatively put small amounts of money into digital channels, cautiously testing the waters, while maintaining their tried-and-true offline budgets. At the time, the risk was low and the rewards were potentially great.<\/p>\n Digital marketing is no longer a fringe tactic. Depending on whose data you believe, digital has even surpassed television in terms of time spent<\/a> and level of importance<\/a>. Dollars spent in digital channels have not quite caught up<\/a> in North America (though they surpassed TV a couple of years ago in the UK<\/a>) but we’re getting there.<\/p>\n These budgets are no longer negligible. Digital dollars need to demonstrate solid returns.<\/p>\n Information overload?<\/strong><\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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