2006/2007 State of Marketing Study
The Effectiveness Imperative
Marketers Face the Challenge of Measuring Up
CHICAGO · HAMBURG · LONDON · MADRID · NEW YORK · SAN FRANCISCO · TOKYO · ZURICH · www.prophet.com
What people are saying…
“Technology has transformed the [audience] measurement platform. That which was
once considered to be beyond the scope of quantification has bowed to the reality
that everything, in fact, can be measured.”
— Bob Liodice, President and CEO, Association of National Advertisers
· · ·
“We’re still learning exactly how to measure effectiveness.”
“We see a lack of analytical models to measure one of our primary tactics,
radio advertising.”
“We do measure our public relations efforts, but (metrics) are primarily focused on
output. We don’t really have a true understanding of outcome.”
— Participants, Prophet’s 2006/2007 State of Marketing Study
STUDY
Marketers continue to face an uphill
battle when it comes to creating an
effective marketing organization that
demonstrably drives the business.
Increasingly, senior management looks to marketing to enable, if
not drive, short- and long-term business growth. Yet marketers
typically don’t see themselves at the wheel for this particular
journey. Many seem trapped. They don’t think marketing is the
answer to the call for growth, probably since they remain at
arm’s length from many critical drivers and, ironically, from the
customers they aim to serve.
Marketers have wrapped themselves in a cocoon of comfort
rather than confront a challenging environment they’re not sure
how to deal with. The new media landscape is changing rapidly,
as are customer behaviors. Customers are better informed,
more equipped than ever before, and are aggressively using new
media. Yet marketers aren’t sure how to use new media, much
less measure its effectiveness. As a result, they’re getting left
behind as they stick to their comfort zones and the traditional
marketing tactics that fall within them.
Senior management not only wants, but demands that