Omniture Survey Reveals Significant Opportunity to Measure Marketing ROI and Increase Effectiveness through Emerging Channels
55 Percent of Respondents Cannot Effectively Measure Marketing ROI; Only 14 Percent of Respondents Utilize Video, Mobile and Social Media in Their Marketing Mix
SAN JOSE, Calif., Omniture, an Adobe company (NASDAQ:ADBE) and a leading provider of online business optimization software, today announced results of the 2010 Omniture Online Analytics Benchmark Survey. Omniture’s most recent analytics survey shares online analytics insights and best practices about marketers’ use of emerging channels such as mobile, social media and video. According to the Omniture survey, there is a great opportunity for marketers to increasingly leverage these emerging channels, as only 14 percent of respondents are currently using all three in their marketing efforts.
“Being able to measure these emerging channels effectively is a key business requirement for many marketers today,” said Matt Langie, director of product marketing, Omniture Business Unit. “But, as the survey suggests, a significant opportunity exists for marketers to implement measurement and optimization strategies for mobile, social media and video. Smart marketers are going where their customers are and sound strategies for these emerging channels can be a significant competitive advantage to drive revenue growth.”
Additional highlights from the survey include the following:
80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it.
86% of respondents think conversion rate from online marketing activities is important to measure, but 25% cannot effectively measure it.
* 69.1% of respondents are using social media in their marketing efforts.
* However, 41% of those using social media lack a mechanism to measure social media conversion.
* A majority of respondents, 77.3%, 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.
Less than half of all respondents, 42.9%, 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.
* In addition, 40% of respondents who are using online video lack a mechanism to measure video starts.
To take the ongoing Omniture 2010 Online Analytics Survey and receive results about online marketing and measurement trends within your industry, please visit the survey page. Approximately twenty minutes after completing the survey, participants will receive a link to a PDF that compares their answers to answers given by their industry peers as well as aggregated data based on answers from all respondents. Also included in the PDF are industry best practices supported by real-world case study examples.
Results of the survey included in this release are as of May 7, 2010.
About Omniture, an Adobe company
Omniture, a business unit of Adobe Systems Incorporated, is a leading provider of online business optimization software for managing and enhancing online, offline and multi-channel business initiatives. Hosted and delivered via on-demand subscription service and on-premise solution, Omniture software enables customers to capture, store and analyze information generated by their websites and other sources, providing business insights into the performance and efficiency of marketing and sales initiatives and other business processes. For more information, visit www.omniture.com.
About Adobe Systems Incorporated
Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.
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