Marketers and the ROI Conundrum

Return on investment – or ROI – has taken on increasing importance over the last few years. The recession, in particular, has forced marketing departments – among others – to monitor and measure the success of their marketing spend, sometimes relying on ROI to justify their outlay.

However, a new study by Omniture has found that more than half (55%) of marketers claim they cannot effectively measure their marketing ROI. The online survey, conducted between January and April this year, sought the views of more than 600 marketers.

The survey found that, while 69% are using social media for marketing purposes, 41% of those do not have a way to measure social media conversion. A further 43% of marketers said that online videos formed part of their strategy, but more than two-thirds (70%) were also unable to measure post-video conversion.

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