Study: Why ROI Now Beats Page Views Or Email Open Rates For Web Metrics

Study: Why ROI Now Beats Page Views Or Email Open Rates For Web Metrics
SHARE
THIS



Revenue and return on investment now outpace traditional web metrics like page views or email open rates for CMOs, according to a study. And the leading-edge consumers of marketing technology are pulling ahead of theirs peers on these measures. 

Such a result may seem self evident, but even as recently as a year ago the evidence of industry studies — and the attitudes of market participants — suggested otherwise.

The interactive research report, called “Why Marketing Technology Matters 2016”, was commissioned by Engage Digital and was conducted by GfK. Additional analysis was provided by the Which-50 Digital Intelligence Unit and the results were delivered by Engage Digital managing director Jeff Clark to the ADMA TechMix conference in Sydney on Friday.

According to the authors of the report, “Progressive and innovative companies are extracting greater returns on their investments in marketing technology, and are more satisfied with their marketing technology investments, than their peers.

While that’s a finding which is likely to warm of the hearts of CEOs who have been looking for marketing to step up, other aspects of the research suggest CMOs still haven’t shaken off all of their colouring-in department heritage.

Customer experience emerges as an increasingly significant concern for marketers and there are ongoing concerns about integration and data silos. The authors note, “Dissatisfaction often emerges from a lack of integration with other tools and platforms and this appears to be a core need for support. Automation has its benefits but it also carries the risk of negative outcomes and can cause huge headaches that have a compounding effect.

Despite this, solving the single view of the customer conundrum — which is table stakes in the integration game — rates last on the list of Mar-Tech use cases, suggesting that too many marketers still regard it as an SEP — Somebody Else’s Problem — specifically IT.

Advocacy

TechMap-1

While leading-edge consumers of marketing technology are passionate advocates they, like others, are surprisingly unsatisfied with the current offerings. The study finds, among other things:

  • Satisfaction with marketing technology is quite low — four in 10 are somewhat satisfied but only 15 per cent very and four per cent extremely satisfied.
  • Users are highly satisfied when they see tangible results like increased traffic, sales conversions, improved efficiencies — case studies are needed to demonstrate ROI.
  • Lower levels of satisfaction relate to a feeling that they could be doing so much more, suggesting that more support is needed to help clients realise the full potential of their investment. Anxious to prove effectiveness, there is a level of impatience to see the return from Marketing Technology investment.

From ancient grudge

Ever since Gartner made its seemingly bold prediction that marketing would outspend IT on technology by 2016 (apparently Gartner believes that actually happened in 2015), the relationship between these two culturally divergent disciplines has been under the spot light.

According to the study, the research revealed two interesting and seemingly contradictory insights.

“On the one hand, in those organisations where marketing and IT do not work well together, respondents actually report seeing more benefits from marketing IT,” the authors noted.

The authors say this probably reflects the frustration felt by marketers with the way their needs have been addressed in the past. “Many marketers have had to battle to have their priorities heard and then reflected in the development queue. But with marketing technology, they often found a way to circumvent IT by buying marketing software-as-a-service in the cloud.”

On the other hand, the study also revealed that those organisations which report IT and marketing working well together report higher levels of satisfaction with marketing technology. “Given the importance assigned to integration problems and disconnected data silos as key challenges to marketing technology implementation, a good working relationship between marketing and IT seems essential.”

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]