Internet search engine marketing is among the most easily measured marketing channels, according to a study issued yesterday by the Chief Marketing Officer Council.
Search marketing was grouped with direct mail, e-mail and Web marketing among easiest-measure activities. Hardest-to-measure marketing channels were advertising, sales and marketing collateral and branding activities, according to the study.
Titled “Measures+Metrics Audit — Assessing Marketing Value and Impact,” the study was a survey of more than 315 senior marketing executives at global technology firms. It found that 80 percent of those who responded did not have formal methods for measuring the performance of their market dollars despite spending up to 25 percent of their revenue on marketing.