This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

Tuesday, 21 October 2014

Marketers 'miss ROI by ignoring value proposition'

UK — Marketers who are focusing on new media platforms at the expense of understanding their customer value propositions are missing out on ROI opportunities, according to a new study.

The Fournaise Marketing Group measured that, last year, 71% of marketers focused more of their campaigns, activities and budgets on mobile, social and digital platforms, while spending less time and effort researching, developing and testing customer value propositions (CVPs) for those same campaigns.

Fournaise concluded that: “These CVP-neglecting marketers performed 3 times lower on average (in terms of business results and ROI) than CVP-focused marketers – who also happened to use the same mobile, social and digital media in their message delivery channels mix.”

Global CEO Jerome Fontaine said: “The key 2013 marketing performance lesson is simple: campaigns/activities without crafted, researched and optimised CVP architectures will under-perform, regardless of the media channels they are deployed in.”

Fournaise’s study is based on interviews with 1,200 CEOs and marketing decision-makers, as well as tracked performance results.

 

Follow us on
Follow us on Twitter

Have your say

Please add your comment. You can include links, but HTML is not permitted.
Your email address will not be displayed on the site. All comments are moderated.

Mandatory
Mandatory
Mandatory
Mandatory