Omniture EMEA analytics survey finds only 10% of EMEA respondents are using social, mobile and video in their marketing mix
Omniture EMEA analytics survey finds only 10% of EMEA respondents are using social, mobile and video in their marketing mix
Omniture, a provider of online business optimisation software, announced the results for the Europe, Middle East and Africa (EMEA) 2010 Omniture Online Analytics Benchmark Survey at its annual Summit late last week in London. This is the first such event since Adobe’s $1.8 billion (£1.25 billion) takeover of Omniture last year. This survey shares results about the current state of digital marketing in the EMEA region including statistics about the usage of emerging channels and the measurement capabilities of return on investment (ROI) and conversion.
Surprisingly, half of EMEA respondents could not measure marketing ROI with their current web analytics solution. Results from the survey provide respondents with industry best practices, allowing marketers to learn from their peers and make changes to increase marketing effectiveness.
Call to demonstrate investment value
“Results from this survey show that marketers need to focus more directly on how they measure and yield a positive ROI for their organisation,” said Neil Morgan, Omniture Business Unit vice president of marketing in EMEA. “We have found that a significant number of marketers think measuring ROI is important but are currently unable to measure this all-important metric. Truly, it all comes back to the numbers. Are you helping to measure and drive more sales; am I turning the metrics I gather into actionable data? If not, it is time to make some changes to become a more data-driven, results-oriented marketer, achieving the results your organisation deserves.”
Survey results show that marketers have a great opportunity to increase marketing efficiency through better measurement of ROI and conversion. The majority (81%) of respondents in the EMEA region feel that measuring ROI from online marketing activities is important to measure, however less than one third can effectively measure it today. Additionally, 89% of respondents feel that measuring conversion rate is important to measure, but only 65% can effectively measure it.
Results from the survey indicate that social media, mobile, and video are being under-utilised and marketers can potentially increase reach, customer engagement, and sales by investing and effectively measuring these emerging channels. In addition, only s10% of respondents reported using all three emerging channels in their marketing mix.
Adding new media to marketing mix
When it comes to social media, 64% of respondents are using social media in their marketing efforts, but only 20% of those are very satisfied with their ability to measure social media. In addition, 37% of those using social media lack a mechanism to measure social media conversion.
With mobile, a majority of respondents (79%) are not currently using mobile in their marketing efforts, and only 21% were very satisfied with their ability to measure mobile marketing. And, of the 21% that are using mobile, 80% can measure if website visitors are coming from a mobile device, but only 32% are able to measure their mobile app conversions.
Over one third (40%) were using online video in their overall marketing efforts, but only 17% of those were very satisfied with their ability to measure online video. Of those using online video, 54% felt that post-video conversion is one of the most important video metrics, yet 73% are unable to measure post-video conversion. In addition, 44% of respondents who were using online video lacked a mechanism to measure video starts.
To take the ongoing 2010 Omniture Online Analytics Survey and receive results about online marketing and measurement trends within your industry, please visit the survey page. Approximately twenty minutes after completing the survey, participants will receive a link to a PDF file that compares their answers to answers given by their industry peers, as well as aggregated data based on answers from all respondents. Also included in the PDF file are industry best practices supported by real-world case study examples.
