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Apr 16, 2013
Article

Marketing Research Chart: Channels tracked by marketers

SUMMARY: In this week's chart, we learn about the types of channels marketers track and analyze to make improvements to their marketing efforts. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.
When selecting email marketing metrics, identifying what to measure and understanding a metricís purpose are the first steps. Selected metrics should be actionable, helping organizations consistently make improvements and gain necessary budget approvals.

We asked marketers Ö

Q: Which of the following are you involved with tracking, analyzing or reporting on for your organization?

View Chart Online

Click here to see a larger, printable version of this chart



Recently, in the wake of emergent tactics like social media, one might anticipate less frequent reliance on email marketing. Yet, our respondents felt differently about emailís current viability, as 63% indicated they currently track email marketing data.

Content marketing and SEO were similarly strong performers, as they were selected by 60% and 53% of respondents, respectively. What was interesting was the tracking of social media marketing, which was selected by fewer than half (48%) of surveyed marketers.

The lowest-performing tactic for this survey question was video marketing, which was selected by just 29% of respondents. This is also interesting as video is still a prevalent tactic for marketing products and brands. With the advent of HTML5 technology implemented in emails, and the new level of engagement that can result, one might expect video to be a more commonly tracked tactic.

Points to Consider

Has your company implemented and tracked the performance of video marketing tactics? How about social media marketing tactics? Were your findings significant enough to merit change in your marketing plans? If you did not track these tactics, what was your reasoning?

For more information about marketing analytics, download the free excerpt from the 2013 Marketing Analytics Benchmark Report. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Useful links related to this research

Social Media Marketing: Social metrics from "likes" to ROI

Marketing Research Chart: Analytics usage for message creation

Marketing Research Chart: Top email marketing metrics, tracked by email maturity phase



Comments about this Chart

Apr 16, 2013 - Boyd Butler of Consultant says:
These results highlight the indifference, or perhaps lack of experience, when it comes to tracking marketing, especially social media marketing. As these channels can be tracked offline (via call tracking) and online, via dynamic numbers and email tracking (e.g. www.Admeter.co.uk provides these services) it still seems as though there are trackers and non-trackers in terms of marketing specialists. Even with a nudge effect of marketing across several channels the ROI of these nudges is important and should be tracked for efficient marketing.



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