According to the new Sapient annual Interactive Marketing Survey more than half the marketing senior level respondents felt only ‘somewhat confident' or ‘not confident at all' in their organization's abilities to track campaigns across multiple channels in real-time, with only 19 percent reporting the ability to make campaign changes in less than 24 hours.
Confidence Level To Track Campaigns Across Multiple Digital Channels in Real Tiime
Confidence Level
% of Respondents
Highly confident
16%
Confident
33
Somewhat confident
39
Not confident at all
12
Source: Sapient, January 2008
While social networking was cited the least "trackable" digital channel, according to the survey, it was the channel with the largest anticipated increase in marketing analytics spend for 2008. Only 12 percent of respondents tracked social networking campaign performance in 2007; in 2008, 42 percent anticipate using analytics to track this increasingly important channel.
Performance Least Confident in Tracking
Digital Channel Performance
% of Respondents
Search
11%
12
Mobile
16
Digital advertising
11
Social networking
25
None
6
Don't know/na
9
Source: Sapient, January 2008
Nearly half the respondents said they do not believe campaign data provided to them evenly measures and compares performance across all digital channels, but ifficulty in comparing metrics across channels is the most common hurdle to accuracy in this area, cited by 28 percent of respondents
Biggest Hurdle for Organization to Measure and Compare
Hurdle
% of Respondents
Don't have capabilities to interpret
15%
Difficult to compare metrics
28
Difficult to work with IT to implement
8
No technology in place
18
Bias toward previously effective channels
20
Don't know/na
11
Source: Sapient, January 2008
Email and search were cited as the two channels that marketers were most confident in their ability to track, and 38% of marketers said search resulted in the highest ROI to their organizations. 28% of marketers plan to increase search spending in 2008.
Area of Digital Marketing Budget Expected to Increase Most in 6-12 Months
Digital Channel Performance
% of Respondents
Search
28%
14
Mobile
14
Digital advertising
19
Social networking
16
None
2
Don't know/na
7
Source: Sapient, January 2008
Sapient Chief Creative Officer, Gaston Legorburu, concludes "In 2008, marketers will seek the ability to seamlessly incorporate social networking with their other channels, including search and email, and the capability to monitor and measure performance to ensure they are achieving optimum results."
For graphic charts and additional information, please visit Marketing Charts here.
More information on the report and Sapient may be found here.
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