New Media 'Distracting Marketers from ROI'

Global marketers who made tools like new media, marketing automation, omnichannel and big data the core of their strategies got it wrong in 2013, according to a report by the Fournaise Marketing Group. Most failed on ROI targets by focusing too much on new media rather than on research and testing, the study says.

The report, quoted on www.warc.com , says more than 70% of global marketers failed as a result to deliver the quantifiable business results expected by their management last year. Fournaise, whose global CEO and chief tracker is Jerome Fontaine, said the ROI of those who did not neglect customer value propositions (CVPs) in their campaigns was on average three times better than the above group.

The company interviewed more than 1,200 CEOs and marketing decision-makers in North America, Europe, Asia and Australia for its 2013 Global Marketing Effectiveness Program; and measured the effectiveness of more than 2.5m ad campaigns across all media. It found that the perceived technological 'game changers' distracted marketers from employing tried and tested marketing techniques, and almost four fifths admitted they had failed to definitively prove the expected ROI.

Fontaine said the key lesson was that campaigns and activities that do not have 'crafted, researched and optimised CVP architectures' will under-perform regardless of media channel.