As the head of CEB's Marketing Leadership Council, my area of expertise include social media, marketing ROI, integrated marketing campaigns, agency management and customer loyalty.
We probably would have gotten a better ROI just marketing more to our main audience.
To play a leadership role in setting strategy within the enterprise, CMOs should insist on data-based decision-making, and measuring marketing ROI to determine the financial returns on their marketing investment.
Companies that measure marketing ROI are savvier with respect to the financial effects of their marketing decisions and, for example, are more likely to be able to estimate the financial impact of any cuts in their marketing budgets.
Less than 5% of our B2B members are in a position to track true marketing ROI.
How will you help me demonstrate a strong ROI on integrated marketing?
FORBES: Seeking To Sell To CMOs? Answer The Question, 'Why Should I Care?'
B-to-B marketers continue to improve their journey of ROI measurement as marketing becomes more accountable at the executive level for a quantifiable impact on revenues.
With these three ingredients in place, marketing ROI is achievable.
The study, by Columbia Business School and the American Marketing Association found that, when asked to define marketing ROI, 82% of the CMOs did not believe it requires a financial outcome.
Knowing what is working allows you to invest in the right places to help increase the return on investment (ROI) of your marketing campaigns.
FORBES: Helping Sales Succeed Through Better Automated Marketing
CMOs see the data explosion as a game-changer, but continue to struggle with leveraging the data to make smarter business decisions or use it to demonstrate a return on investment (ROI) for their marketing programs.
FORBES: The Four Data Waves And How They Help Us Meet Marketing Goals
They are talking about marketing analytics and ROI on the big screen but at the bottom of the screen there is this running stream of kid-centric awareness and anxiety.
FORBES: Dell's Erin Nelson: A Big Career Move To A Smaller Company
We focused the majority of our marketing spend on search engine marketing, got our ROI up to 185% and our conversion rate close to 2%.
Engagement marketing also provides tangible ROI for marketers.
They are being deluged by data and higher expectations in terms of using advanced analytics and tools to better optimize their marketing efforts and deliver stronger ROI.
From advice on gear and nutrition to injury prevention, our participants are highly engaged in an on-going dialog that takes place via social media, content sharing at Competitor.com and regular email marketing communication that yields tremendous ROI for our partners.
Calculating ROI is one of the most difficult things marketing professionals do.
FORBES: How Brand Apps Will Teach CMOs To Love (And Respect) The CIO
International Speedway Corporation (ISC) has proven how data-driven integrated marketing management (IMM) can increase ROI by improving performance across multiple business functions.
FORBES: Are You Using Multi-Channel Campaign Management to Lead?
In that article I touched on survey conducted by Target Marketing magazine, the channel that delivered the strongest ROI for customer acquisition for B2C marketers was direct mail.
FORBES: How The USPS Decision To Stop Saturday Mail Delivery Will Affect Marketers
The CPG company can then shift some of their marketing dollars away from mass market promotions with uncertain ROI and into individualized customer discounts and incentives that deliver direct measurable benefit.
This is a leap of faith for which there is no immediate measure or ROI, yet I believe it is a critical complement to the many marketing activities we could and should measure.
According to the Relevancy Group survey, 73% of marketers want to improve ROI for mobile ads, 54% want to increase email subscribers via mobile marketing, while 53% want to build a social community via mobile ad campaigns.
FORBES: How 2011 Can Still Become The Year Of Mobile For Advertisers
Marketing can bring it all together because marketing is at the center of driving closed-loop business processes and ROI measurement spanning the entire customer lifecycle.
FORBES: Helping Sales Succeed Through Better Automated Marketing
应用推荐