There’s an interesting article in today’s eMarketer about business executives’ plans for integrating social media and e-mail marketing in 2010. The report quotes from the “2010 Marketing Trends Survey” by StrongMail, which lists the various marketing tactics on which executives plan to increase spending.
But there’s no mention in the spending table of analytics or any method of evaluating the ROI on these activities. And the report states that 23% of marketers admitted that they didn’t know how to measure their results. Bill Wagner, Executive Vice President of StrongMail comments that “. . . companies need to adopt new tools and strategies to properly measure and monetize their efforts.”
So what’s going on here? Are marketers spending on analytics, and that’s simply not listed in the report? Do analytics come under a different budget? Or are executives really willing to put money, time and resources into campaigns without any idea of their return on investment?
Let’s say it again: 95% of the Websites that I’ve audited were leaving money on the table – and their owners had no idea . . .