Industry Report Reveals Majority of Marketers Failing to Focus on Tangible ROI

The latest global report by marketing effectiveness consultancy Fournaise, which was based on interviews with 1,200 CEOs and decision-makers, has issued some damning revelations of the industry.

According to the report, marketers are suffering from the "disease" of focusing on trendy media instead of ROI. In 2013, 71% of marketers were found to be spending too much time trying to understanding new media platforms such as mobile, social and digital.

Fournaise Marketing Group has claimed that too many marketers are distracted by what they believed are the buzz "game changers", such as marketing automation, omnichannel executions and big data management, rather than spending time on proven marketing basics such as tracking effectiveness.

The report also found that the vast majority of marketers in 2013 failed to convert marketing investment into quantifiable results, namely increased sales and market share gains. As many as 79% of marketers admitted they were not able to prove their marketing spend delivered the commercial boost that their management expected in 2013.

Supporting this finding, the Fournaise Marketing Group 2012 Report found that 70% of CEOs claimed they had lost trust in the ability of marketers to provide tangible growth, and were frustrated by their inability to deliver proven ROI on campaigns.

Global CEO and Chief Tracker of Fournaise, Jerome Fontaine, commented: "One of the diseases in the marketing industry is that marketers too often forget new media, marketing automation, omnichannel, big data and the likes are only tools used to best deliver, analyse and/or optimise the message. Those marketers who made the tools the core of their strategies got it wrong in 2013.

In the tyre industry they say that power is nothing without control. In the marketing industry, form is nothing without the right content."

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