Marketers lack the ability to optimize their efforts across the range of online media, including social networks, email, search and mobile content, according to a study by Sapient, a digital advertising and consulting firm.
More than half (51 percent) said they felt only “somewhat confident” or “not confident at all” about their ability to track campaigns across multiple channels in real-time.
Online social media is presenting the biggest challenge with 35 percent saying it’s the category they’re least confident about tracking in real time. It’s also the category that will see the biggest gain in Web analytics spending in the next 18 months with 42 percent of managers planning to use social networking analytics tools.
Because of social networking’s myriad of features, such as blogging, video and messaging, measuring is difficult. “One of the main things people find hard is that there’s no consolidated dashboard on all of this activity, said Dave Coffey, director of media services at Sapient.
Email and search were the most trackable online categories at 32 and 30 percent, respectively. Search is also where marketers expect to increase spending in the next six to 12 months (28 percent). Marketers stated that email would see the biggest decrease in spending during the same period.
Sapient surveyed 120 professionals directly or indirectly responsible for managing digital marketing budgets.