Executives say email and search are the two marketing channels for which it is easiest to measure return on investment (ROI), according to recent research from Millward Brown.

The report was based on data from a survey of more than 300 senior leaders of brands, agencies, and media companies.

Online ads are seen as having the third-easiest ROI measurability after email and search. Direct mail ranks fourth.

Webinars are seen has having the hardest ROI measurability, followed by events/conferences and content marketing.

Some 74% of executives say they would increase spend on digital channels if it were easier to track ROI; 71% say they would increase cross-channel spend if ROI measurement were easier.

About the research: The report was based on data from a survey of more than 300 senior leaders of brands, agencies, and media companies.

Sign up for free to read the full article.

Oh, boy. The dreaded sign up form.

Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji