Survey results: Here’s what 376 marketers say is working in online marketing

If you know you’re making someone money, you would know all about the ROI. You would be shouting from the rooftops about your ROI. And it’s easy to figure out ROI. An overwhelming majority of marketers saying they’re “not sure” about ROI tells me they don’t want to know what the ROI is. Because they think their ROI is bad. Crazy how people want to be paid for marketing work without putting any thought into whether their work actually does what it’s supposed to. It’s nuts!

“Marketers are clueless when it comes to ROI. But how are those marketers defining success? Return on investment (ROI), arguably the single most important metric for gauging the profitability of a campaign, remains elusive for many marketers to measure. For each core online marketing strategy, we asked marketers what type of ROI they were seeing—and the top answer for nearly every strategy was “not sure.” The only strong exception to this rule was social media marketing, which 44 percent of marketers saw a positive ROI for. Otherwise, either marketers aren’t measuring their ROI rates consistently, or they don’t know how to do it.”

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