The group surveyed 3,000 marketers worldwide on the return on investment (ROI) from the marketing channels they use.
Wastage rates are estimated at 65 per cent for business-to-consumer marketing. They are highest in low GDP growth markets such as the UK, US and Australia, compared to high GDP growth markets India, China and Singapore.
Wastage rates are estimated at 65 per cent for business-to-consumer marketing. They are highest in low GDP growth markets such as the UK, US and Australia, compared to high GDP growth markets India, China and Singapore.
Jerome Fontaine, chief executive officer and chief tracker of Fournaise Marketing Group, explained: “With markets still jittery from recession scares, businesses will look at budgets with greater scrutiny to protect shareholder value.
“The tendency is to cut back spending in areas where ROI cannot be precisely quantified. Our report shows that 70 per cent of Asian marketers are not tracking the effectiveness of their spending at all.”
Furthermore, only 10 per cent of marketers tracked the effectiveness of their communication spending, and over 80 per cent do so manually by analysing data. “Marketers shouldn’t pour money into an idea and then leave the results to chance, only to worry when they don’t see a return,” said Fontaine.
“Tightening budgets and a slowing economy mean marketers must be focused on maximising the impact of their spending on their company’s business.”
