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The results also provide information on industry best practices – Advertisers can learn from their colleagues and make changes to improve their marketing efficiency.

“The survey showed that a significant number of advertisers to measure the ROI considers important, but currently no solution available to measure this critical size,” says Stefan Berger, Country Manager DACH, Omniture Business Unit at Adobe. “What matters is how far the solution can measure to increase sales and to implement how easy it is and whether collected metrics can be converted into more usable data.”

The survey results show that advertisers have a better measurement of ROI and conversion good chances to increase their marketing effectiveness. 81% of respondents in the EMEA region and hold the measurement of ROI from online marketing activities as important. Currently, less than a third of them able to do so. In addition, 89% of respondents consider the conversion rate as an important index, but can they measure only 65% effective.

The survey results show that social media, mobile devices and video are used too little and that enhance advertisers reach, customer participation and sales, can by investing in these new channels and measure them effectively. Only 10% of respondents said they use all three new channels into their marketing mix:

Social Media

• 64% of respondents use social media in their advertising, but only 20% of them are with their ability to measure social media really pleased.
• In addition, all 37% of companies using social media to measure does not have a mechanism for the conversion of social media.

Mobile Applications

• The majority of respondents (79%) use mobile applications not currently in their advertising campaigns, and only 21% are with their ability to measure mobile marketing really pleased.
• Of the 21% who use mobile phones, 80% are measured in a position to determine whether their site is called from a mobile device, but only 32% can measure the conversion rates for their mobile offerings.

Videos

• 40% currently use online video in their marketing activities, but only 17% of them are with their ability to measure online video truly satisfied.
• 54% of those who use online video, keep the conversion rate after playing the videos on the main index, but 73% are not able to measure.
• use 44% of the respondents, online videos, have any mechanism to measure how many times the videos played.

www.omniture.com / en