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.--(BUSINESS
WIRE)--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.
?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.?
?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:
ROI
80% believe ROI from online marketing activities is important to
measure, but only 31% of marketers can effectively measure it.
Conversion
86% of respondents think conversion rate from online marketing
activities is important to measure, but 25% cannot effectively
measure
it.
Social
Media
-
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.
Mobile
-
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.
Video
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.
© 2010 Adobe Systems Incorporated. All rights reserved. Adobe, the
Adobe
logo, Omniture and the Omniture logo are either registered
trademarks or
trademarks of Adobe Systems Incorporated in the United States
and/or
other countries. All other trademarks are the property of their
respective owners.