Advertising ‘worst channel for ROI’- marketing survey
- Added:
- Aug 07, 2009
Many marketers believe that Customer Relationship Management delivers the best ROI with advertising giving the worst, according to a new poll.
The survey was conducted for The Chartered Institute of Marketing’s by Ipsos MORI in the Spring.
The poll revealed that a quarter of marketers (24%) think the best ROI is delivered by CRM activities, particularly among those working in financial services and other services firms (31%), and those in the technology and telecoms sectors (30%).
Second highest in delivering good ROI, with half the number of mentions (12%), is public relations.
Advertising, excluding online, is most widely seen as delivering the worst ROI with nearly a quarter (23%) of marketers rating it as worst. This is higher among those working for technology and telecom companies 38%. Second worst performance is for sponsorship with one in nine (11%) considering it as delivering poor ROI.
Commenting on the findings, David Thorp, director of research and professional development at The Chartered Institute of Marketing said; “As belts tighten it is clear that marketing spend on advertising is under pressure but it’s refreshing to see that investment in ‘knowing your customer', through CRM systems, marketers are able to wisely concentrate their spend in the most effective activities and, as we move into 2010, I’m convinced this more professional approach will stand them in good stead when the economy recovers.”
Methodology:
A total of 1,223 marketing professionals completed the online questionnaire which was hosted by the independent market research organisation, Ipsos MORI, between 2 and 27 April 2009. A broad cross-section of organisations by sector, turnover and geographic location was achieved.
Source: www.cim.co.uk
