Mid-tier marketers not measuring impact
By Selim Unutmaz in Marcoms News on Wednesday, 29th March 2017 at 4:28pmA recent study on Australian mid-tier companies by marketing services business Salmat found that one quarter of its participants do not measure their marketing results. This is despite the fact that more than half of all mid tier companies are increasing their marketing budget this year.
Head of Marketing at the ASX-listed Salmat, Benjamin Hillman pointed out that such neglect would result in less effective marketing activities.
“With marketing resources tight and the pressure to deliver results increasing, we need to be asking ourselves, ‘how will I measure results and prove effectiveness?’ before hitting the go button on any marketing activities,’” said Hillman.
While the most successful three channels (website, email marketing and social media) saw 2016 investments mainly...
To continue reading this article...