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cent suggesting it is either ‘highly’ or integration of sales and marketing’ would expect to increase the number of
‘moderately’ valued. The biggest be the most effective means of increasing integrated channels that they use,
challenge in helping extend and enhance the value of marketing within the suggest they will either only use
the reputation of marketing, however, organisation. measurably techniques or prioritise
was considered to be ‘lack of meaningful For the future, measurement and those that are measurable. By
ROI data’, cited by 32 per cent of integrated marketing look likely to contrast, 36 per cent said that
respondents. Meanwhile, 37 per cent of become more closely linked. Fifty-seven measurement would not be a priority
respondents suggested that ‘better per cent of those respondents who in channel selection.
Figure 1 Figure 2
Q. How would you describe the approach your company Q. To what extent do you utilise integrated
takes to measuring the effectiveness of its marketing? communication techniques for your marketing?
Non-existent – we No campaigns are currently integrated 5%
don't measure 3%
Comprehensive
– everything is
measured 10%
Few campaigns All campaigns
are integrated are integrated
Limited – we
26% 22%
measure very
little 20%
General –
we measure
most things
30%
Patchy – some areas more than others 37% Most campaigns are integrated 46%
Figure 3 Figure 4
Q. What is the primary obstacle in effective Q. What is the biggest challenge that you face today in
measurement of integrated marketing? demonstrating marketing’s value to the organisation?
Other 11%
The diversity of channels/
Other 7% Lack of meaningful
techniques employed 12%
ROI data from
marketing
Limited
campaigns 32%
resources for
marketing
function 20%
Lack of single
Difficulty in
Budgetary
We already
reporting
tracking certain
limitations
use many
source 24%
techniques 51%
15%
channels, and
Board-level scepticism of
analysis is
marketing function 12%
complex 14%
B2BM MAY 08 – www.b2bm.biz
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