Effectiveness of advertisement campaigns

Marketers find their hands full with executing marketing strategies, aimed at awareness, branding, sales, or a combination of the three. At the same time, with growing stakes, it has become increasingly important for marketing experts to validate that record spending by demonstrating a concrete return on investment (ROI). The marketing industry as a whole is picking up on this – according to new research drawn from a survey of over 2,700 marketers in nine countries. The study, conducted by Research Now together with Econsultancy, shows that almost all brand and agency marketers now understand the importance of analytics and campaign-level measurement to prove the effectiveness of their advertising services. A quarter of all brands meanwhile rate this factor as ‘extremely important’ to their business. “With only 3% of brands and 4% of agencies not measuring the success of their advertising campaigns, the need for measurement is evidently acknowledged by marketers,” said Monica Savut, Head of Commercial Research Services at Econsultancy, following the release of the 'What Advertising Effectiveness Means to Modern Marketers in a Digital World’ report.