More than four in five marketing executives (82%) say they expect campaigns to be measured, yet few can effectively evaluate the ROI of key channels such as public relations (18%), search engine optimization (SEO) (24%), and social media (26%), according to a survey from Ifbyphone.
Marketers' capabilities in measuring ROI vary across marketing channels, but overall they have been most successful at measuring email (47%) and direct marketing (41%) campaigns.
Below, additional findings from Ifbyphone's State of Marketing Measurement survey.
When pressed to select the most difficult type of campaign to track, more than one-half of marketers cite offline channels such as public relations (33%) and print ads (27%).
Fewer marketers cite online ads (15%), email marketing (6%), and SEO/PPC as the most difficult campaigns to measure.
Measuring Keywords Most Challenging
Looking at online advertising specifically, marketers say they have the most trouble measuring which keywords drive the most clicks (40%), conversions (40%), and phone calls (37%).