Companies fail to measure campaign success and make the most of limited budgets
81 per cent of organisations are under increased pressure to demonstrate tangible results from marketing due to the recession, according to research from Emailvision [1].
In spite of this shift in attitude, many companies are still failing to monitor the return on their investment to drive both digital and offline campaigns forward.
Almost two thirds of organisations making use of viral content for marketing are not measuring the success of this approach.
In addition more than a third of businesses indicated that they have no idea how advertising is benefiting their company, while only seven per cent of respondents are analysing the return on investment delivered by social media tactics.
The survey findings from Europe’s largest email marketing service provider also illustrate a notable decrease in marketing budgets as a result of the recession.
Half of the businesses questioned indicated that the economic climate had left them with less money to promote their organisation.
However in spite of this the vast majority of companies are failing to maximise sales opportunities with existing customers. Almost half of respondents highlighted customer acquisition as their main marketing objective, while only one in ten strategies had a strong focus on making the most of cross and up sell opportunities.
“The increasing focus on achieving measurable results on a fixed budget highlights how now, more than ever organisations need to get back to basics to ensure marketing campaigns are effective.” said Nick Gold, UK managing director at Emailvision. “Companies need to look at the fundamental elements of their strategy such as targeting the right people, with the right message achieving high deliverability and ongoing testing to get the most from campaigns. Reviewing the success of existing campaigns will drive their marketing forward by ensuring maximum return on investment.”
[1] Survey conducted at Internet World between April 28 - 30, 2009. Questioning 354 businesses across various industry sectors
If you've used Emailvision let us know. We know that companies focus on new, but in tough times, ALWAYS talk to existing clients first :-)
We're doing surveys at the moment where customers are not impressed by companies that can't be bothered to talk to them!
Labels: Emailvision