Complimentary Research Report | Australia and New Zealand
Do you ever wonder whether your digital marketing campaigns are really working?
Well, we at Sitecore thought it was time to find out. In our recent research project, ‘Emerging Trends in Digital Marketing’, First Point Research & Consulting and Sitecore surveyed 330 marketing managers, based in Australia and New Zealand… and the results tell a pretty worrying tale.
Firstly, even though print, TV, trade shows and direct mail topped the list as the most overrated marketing channels, offline spend remains higher than online spend (61% vs 39%), meaning many marketers aren’t putting their money where their mouth is.
On top of this, while 43% agreed that their bosses value converted sales and new customer acquisitions as the best measure of success, 73% admitted to basing their benchmark for digital marketing success on web traffic.
Amazingly, a further 20% confessed that they don’t track ROI on digital marketing at all!
This is where it gets really interesting! Rather than being concerned about their digital strategies, a massive 60% of respondents claimed that their knowledge and skill-set in digital marketing were either good or excellent.
When we dug deeper, we discovered that the majority of these respondents were senior marketers with over 15 years’ experience.
So, to sum-up most marketing managers:
- are spending most of their budgets on apparently ‘overrated’ offline channels
- aren’t tracking ROI correctly (or, in some cases, at all!)
- think they’re doing a darn good job when it comes to digital marketing…
If you'd like to learn more about these insights and many others download this very handy report today.