NEWS1 August 2013
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Insight & Strategy
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
UK — Digital marketers still need convincing that social media drives ROI according to a survey from TagMan.
The Tag management system provider found that 43% of marketers were not confident that their social media investments were driving social media while a further 32% of respondents were unsure of the value of social media.
In addition, 41% of marketers believed reporting accurate ROI of all marketing activity was the biggest challenge currently facing their business. In fact, 49% were unsure how they measured and rewarded channel performance with a further 55% still measuring success of display campaigns by click-through rates.
The survey also found that 31% were suffering from data overload and although 59% believed big data could have a real impact on business revenue, 36% did not understand what it really was.
TagMan CEO John Baron sad: “Being able to understand that ROI your marketing spend is generating should be at the heart of a digital marketer’s focus, giving them the ability to interpret, value, and respond to the data available to them.”
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