Growing businesses are failing to properly measure their digital marketing efforts, new research has found.
According to a survey by Australian ad network Sensis, only ten per cent of small businesses base their advertising decisions on their online return on investment (ROI) while 78 per cent said they have no digital marketing strategy at all, Utalkmarketing.com reported.
The poll also revealed that 69 per cent of small companies who do invest in digital marketing then fail to measure the ROI of their campaigns.
Among the reasons cited for the failure to measure ROI were a lack of time and knowledge about how to track online investments.
Gerry Sutton, chief operating officer of Sensis, said: "The world of digital media is growing and changing at such a rapid pace that it's no wonder SMEs are confused.
"Being able to access the right professional advice is critical to getting the most from the opportunities that are on offer."
Source: thomsonlocal.com
Date: 16/12/2010