Marketers Use + Measurement of Emerging Channels

Some interesting stats below from Omniture research on how marketers as a whole are using and measuring ROI across various emerging channels.

Everyone wants to figure it out, but no one is really there yet.

I.e. Take heart – everyone is struggling with the same issues/obstacles/opportunities. :)


According to the results of the 2010 Omniture Online Analytics Benchmark Survey about marketers' use of emerging channels

such as mobile, social media and video, 55% of respondents cannot effectively measure marketing ROI, and only 14% of respondents utilize video, mobile and social media in their marketing mix. Matt Langie, director of product marketing, Omniture Business Unit, observes that "...a significant opportunity exists for marketers to implement measurement and optimization strategies for mobile, social media and video... sound strategies for these emerging channels can be a significant competitive advantage to drive revenue growth." Highlights from the survey include the following: ROI
80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it
Conversion
86% of respondents think conversion rate from online marketing activities is important to measure, but 25% cannot effectively measure it
Social Media
69.1% of respondents are using social media in their marketing efforts
41% of those using social media lack a mechanism to measure social media conversion
Mobile
77.3% of respondents, are not currently using mobile in their marketing efforts
Of the 22.7% that are using mobile, 73% can measure if website visitors are coming from a mobile device, but only 30% are able to measure their mobile app conversions
Video
42.9% of all respondents are using online video in their overall marketing efforts
Of those using online video, 59% feel that post-video conversion is one of the most important video metrics, yet 70% are unable to measure post-video conversion
40% of respondents who are using online video lack a mechanism to measure video starts