A new study commissioned by IPA and ISBA is the latest to show the continuing struggles that marketers are having with metrics and data as just 50% admit that they do not have the appropriate measures in place to determine the effectiveness of content campaigns.
While that takeaway is unlikely to come as a surprise, the fact that 75% of marketers are only focusing on objectives for the next 12 months rather than planning for the long-term suggests a degree of short-sightedness. These blind spots are often exacerbated by a failure to keep track of the right metrics.
The findings also go against marketers’ desire to drive better returns from campaigns as 32% said that they want to improve effectiveness cultures within the next two years. It all adds up to a challenging environment for brands as the need to deliver more relevant and engaging output grows stronger.
When asked to rate the effectiveness of marketing on a ten-point scale, just over half said that they would give a score of six or below. While issues persist, almost two-thirds are positive and believe that they can boost their rating by two points or more by 2020. A third of respondents expect to score a nine on the scale at that time.
Greengrass Consulting’s Founding Partner Libby Child said: “The depth, detail and variety of responses highlight the complexity of the challenges facing marketers and their agencies as they strive to develop effective solutions, together, for the short and long term. There is certainly a will, but the way is not so easy.”