Industry News - Media Relations
By Raha Naddaf, Staff Writer
Marketing communication strategies in support of
brand image building in South Africa
The fears of marketing practitioners, that South African
brand-owned companies are buying short-term sales at
the expense of long-term brand equity, were largely
allayed by the findings of a recent study conducted
by Deon Tustin of the Bureau of Market Research (BMR)
at the University of South Africa (Unisa). According
to the 250 senior marketing and brand managers who participated
in the survey, the most commonly used integrated marketing
communication strategies include consumer promotions
used in combination with either the press, radio or
television. The study showed that at least 56.6 percent
of the total marketing communication expenditure of
brand-owned companies in South Africa is allocated to
television, radio, press, outdoor and cinema advertising.
Higher expenditure on these marketing communication
tools relative to promotional activities (promotions,
direct marketing, sponsorship and public relations)
proved to support the long-term prospects of products
and services over time. (more...)
Source: Bureau of Market Research
Serious Consequences in Failing to Prove Marketing
ROI
Marketing professionals are failing to demonstrate
ROI due to a fundamental inability to agree with management
on precisely what the parameters for ROI should be,
according to the survey by CRM Technologies. Called
"Achieving ROI on Marketing Spend," the survey
of over 100 heads of marketing shows that 87 percent
of marketing directors have faced barriers when trying
to demonstrate return on investment. 52 percent stated
that the inability of management to actually quantify
and agree with what ROI should mean in practice was
the reason for failure. Other barriers to demonstrating
ROI on marketing include poorly targeted campaigns (39
percent), inability to analyze response data (20 percent)
and a lack of available budget to spend on analysis
(18 percent). "There has always been a need for
businesses to prove the value of their marketing investment,
and this need is now greater than ever," commented
managing director at CRM Technologies, Andrew Freeman.
"However, the pressure on the marketing management
function is not made any easier by the apparent inability
of general management to understand the dynamics and
parameters that indicate campaign success and prove
the value beyond doubt," he added. (more...)
Source: ChannelMinds
Survey on Measuring Marketing ROI
Business marketers examine measurement tools, current
and future use of ROI measurement and share personal
insights in a survey conducted by Mobium Creative Group.
More than nine of ten respondents say they are already
measuring ROI in some or most of their communications.
And eight of ten are expecting to do more measuring
in the future. 50 percent of respondents report that
they have directly linked specific marketing communication
tactics to specific dollar amounts in order to demonstrate
that their marketing communication is a profit driver.
40 percent have justified a larger budget by proving
actual dollar return on investment. 64 percent report
that they measure ROI in some of their communication,
and 8 percent report no use. The most widely used measurement
tools are web logs/e-mail response logs (68 percent)
and survey research (54 percent), while only 25 percent
of respondents report using magazine sponsored readership
studies. (more...)
Source: Mobium Creative Group
Marketing ROI - What is Being Measured and What is
Not
According to a survey conducted by the Silicon Valley
American Marketing Association (SVAMA), 88 percent of
survey participants report that they measure marketing
activities. Of those who measure, 52 percent state that
they measure half or more of their marketing activities,
while the remaining percentage measures less than half
of their activities. The top marketing vehicles used
include web sites (74 percent), lead generation programs
(69 percent), events/tradeshows/seminars (62 percent)
and advertising including print/radio/Internet (57 percent).
Despite the fact that measurement is incorporated in
marketing campaigns, a majority of the respondents (65
percent) state that they dedicate less than 10 percent
of their week to measuring marketing activities. (more...)
Source: Silicon Valley American Marketing Association
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