You would think that with the ability to measure everything when you do online marketing, many companies would do so.
Not so say McKinsey consultants – while 91% of the marketing executives who participated in the McKinsey digital-advertising survey (06/08) reported that their companies were advertising online, 80% said that their companies allocate their media budgets by using subjective judgments or by repeating whatever they did the year before.
Heck, only 50% were using click-through rates to measure effectiveness of their online direct response ads. And only 30% considered the offline impact of online marketing.
Surprisingly (not), those who were measuring the impact of online marketing were more satisfied with digital marketing than those who did not, and 55% of them (compared to 43%) were cutting their spending in traditional media in order to increase their spending online.
It is amazing how many marketing departments are still not accountable for results…sigh…