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What is the Marketing C-Suite Measuring These Days? Conversions!

By: Raquel Hirsch
Date: June 2nd, 2009

Forbes Magazine just released its 2009 Advertising Effectiveness Survey and some of the findings are of interest to marketers concerned with improving web conversions — some of the rest continue to disappoint us.

(The findings are of note because, even though the sample size was small and no margin of error is reported, respondents included two significant audiences: CMOs and other C-suite professionals who hold roles in advertising, marketing, and other media, and senior-level executives defined as director or above who hold roles in advertising, marketing, or media from the Forbes Advisory Panel, an opt-in panel of senior executive Forbes subscribers surveyed regularly on business trends, ideas, and issues.)

When asked to identify the most important metrics that indicate the success of their digital marketing campaigns, 82% percent of those with budgets over $1 million cite conversion or sales.

Further, respondents to the survey said the most effective tools for generating conversions, such as a sale, are:

• Search engine optimization (48%)

• e-mail marketing (46%)

• Pay-per-click search marketing (32%)

Other metrics tracked include:

• 52% say registration or subscriptions via an advertiser’s Web site

• 49% point to click-throughs

• 34% identify boost in search rank is important

Plus, respondents appreciate the halo effect that a website or publication can have on their brand: 43% said that sponsoring a website, page or digital publication is the most effective digital tool when it comes to affecting brand perceptions

The study also reveals some early warning signs for a few tactics, such as behavioral targeting and Ad Networks:

• 82% of respondents say they are concerned about the effectiveness of behavioral targeting

• 81% say they are concerned about customer backlash in response to the practice

Respondents were by far the least happy with Ad networks, with half saying that the results did not meet expectations, and identify Ad networks as likely see the biggest decline in share of marketing budgets.

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Posted in: Marketing planning | Research | best practices

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One Response to “What is the Marketing C-Suite Measuring These Days? Conversions!”

  1. Jacques Warren Says:
    June 3rd, 2009 at 8:19 am

    Strange they didn’t mention *profits*, even though they’re C-Level. Marketing still has a lot of problems/complex toward that little business concept


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