Demonstrate the impact of marketing activities is the big headache that marketers face. Pressure has increased in recent years, has confessed that 85% of sellers.
As reflected in the report of ITSMA and EEV (Vision Edge Marketing), only 26% of companies are able to measure the impact of your marketing strategy for your business.
Although companies have the assurance that their actions effectively promote business, it is not so easy to prove. According to the survey, 40% of these vendors said that their marketing efforts are noted in the impact of your business, but can not show how they have influenced the achievement of the objectives. Another 28% also defends the effectiveness of their marketing strategy, but does not know if has significantly impacted, nor how to measure those results.
These problems in measuring the results of the strategy have also come to light in other similar studies. Such is the case of the report of the Fuqua Business School, Duke University, where just over a third of respondents (36%) could short-term measure your marketing impact. Meanwhile, only 28% were able to quantitatively demonstrate their effectiveness long term.
According to Forrester Research, only 51% of B2B can appreciate the economic impact of marketing for your business. Meanwhile, Adobe study reflected the growing importance of demonstrating the effectiveness of marketing actions. 29% indicates that there is much more pressure in this direction, while 50% agree that it is now essential to demonstrate this impact.
Is it really that difficult to demonstrate the impact of marketing strategy?
The study of VEM and ITSMA difference between yes marketers are able to demonstrate the effectiveness of their actions and the rest. The first group, only 16% believe that effectiveness is difficult to measure, compared with 37% of the rest.
For the group that is capable of reporting results, it is important to set measurable and quantifiable objectives and show business vision, analyze various metrics and have an adequate control panel that allows them to draw conclusions in quantitative terms.
Definitely measure the ROI of a marketing strategy is not entirely impossible, but it is essential to establish appropriate goals, and have the necessary tools.