Chinese marketers in dire need of 'digital engagement' KPIs: R3/AdMaster

Many marketers in China are voicing concerns regarding the inadequacy of current KPIs for the evaluation of digital marketing. Just 17 per cent of 200 marketers surveyed by third-party firms R3 and AdMaster believe that the current indicators meet expectations. Most are satisfied with their search and video activities but are unhappy about real-time bidding and social-networking services. Too many digital KPIs are unrelated to actual consumer engagement, according to the research, with too much emphasis placed on cost-per-click and time viewed rather than campaign takeout and changing behaviour.

by Jenny Chan 陳詠欣