The bi-annual CMO Survey was recently published and, as always, the report reveals many things that people are thinking, but that few discuss openly.
Possibly one of the most frequently, and most frustrating, demands of marketers these days is to ‘prove’ return on investment (ROI). But, is it even possible to do so?
‘Digital Divas 2018‘ is an Econsultancy Asia-Pacific event being held in Singapore on Friday, August 17th and will feature the thought leadership of women in marketing.
For those who are able to attend, please click here to book your spot. For those who cannot attend, or are interested in finding out a bit more about it, Econsultancy has conducted short interviews with each speaker to find out their thoughts on the marketing landscape and their views on how senior marketers can progress in their careers.
One of the unique aspects of Econsultancy events is that they focus on having marketers speak to other marketers.
Whether its roundtable discussions, webinars, or more standard speaker/audience get-togethers, marketers get to hear from other people in their industry about the latest trends, best practices, and frustrations with the industry.
Econsultancy has just published a new Best Practice Guide, Maximising the ROI of Digital Marketing.
Subscribers can download the guide in full, but I thought I would tease you, reader, by sharing seven questions marketers should ask themselves before they calculate ROI.
Econsultancy often invites guest speakers to events who can help our audience, marketers, achieve digital excellence.
In Asia-Pacific, though, we noticed that we were missing one key thing.
Customer experience is an oft-talked about topic in digital and marketing circles. What brands offer the best, what the benefits are… we’re always going on about CX.
But can you define what customer experience actually is?
Few would argue that two of the most important marketing topics at the moment are customer experience (CX) and data analytics.
Which is interesting as CX and analytics seem worlds apart. CX tends to be a soft, holistic study of how to make customers happier and analytics consists of the cold, hard numbers which fuel return on investment (ROI) calculations.
The transition from traditional to digital marketing has proved to be a mixed blessing for marketers.
From one angle, digital has been great for marketers. The digital metrics we get from digital platforms help us optimize our campaigns and improve outcomes to a great extent.
Today’s marketers appear to be fixated on one type of return, return on investment (ROI).
There is, however, another type of return which may be equally as important to a brand’s future financial health, their return on the goodwill they develop with their customers or their return on relationships (ROR).
Late last year, IPG Mediabrands’ Magna predicted that the global market for digital advertising would surpass $200bn and eclipse television ad spend.
But the still-growing digital ad pie is no longer a free-for-all. Thanks to concerns over brand safety, relevance, fraud and viewability, advertisers are becoming more careful about how and where they advertise and even the biggest ad platforms are taking note.
Growing advertiser focus on brand safety, relevance, viewability and ad fraud is motivated by one thing: advertisers don’t want to waste money on ads that don’t realistically have the potential to deliver results.
But is it really possible for advertisers to identify wasteful digital ad spend and reduce or eliminate it?