Making Marketing a Solid Business Growth Generator
LONDON – The Fournaise Marketing Group, one of the global leaders in Customer Acquisition through Marketing ROI, released its 2010 Global Marketing Effectiveness Report – to share with CEOs, management decision-makers and Marketers across the globe how ROI Marketers delivered 24% incremental customer demand in 2010 and generated business growth for their own organisation.
“CEOs around the world have always wanted their Marketers to deliver top-line growth for the business. But they have often been frustrated with their Marketers’ inability to quantify the effectiveness of their spending and the positive impact it has on the top line. ROI Marketers are the new breed of Marketers. They think business. They mean business. They track and maximise to grow the business. They focus on business-related KPIs. They speak the language of their management and stakeholders” said Jerome Fontaine, CEO & Chief Tracker of Fournaise.
Best known for its cloud-based Next Generation Marketing Effectiveness Tracking solutions, Fournaise analysed a wide pool of 2,000 cross-channel B2C and B2B ads it tracked for its ROI Marketer clients across 12 countries worldwide in 2010, to give a glimpse of how ROI Marketers operate to deliver measurable top-line business growth:
1) ROI Marketers are 100% pragmatic and take decisions based on effectiveness
They noticed last year that Traditional Ads beat Digital Ads by 5% in effectiveness, and adjusted their strategies and campaigns accordingly with proportionately greater focus on Traditional Ads.
2) ROI Marketers are not afraid to go against popular marketing trends if their tracking results say the contrary
Despite the consumption explosion of everything digital, they tracked that the overall effectiveness of the Digital Ad category fell for the first time in 2010 for them: by 4%. Unlike many Traditional Marketers, they reduced their Digital Ads spending and only focused on the formats where they saw acceptable ROI results in terms of customer demand generation.
3) ROI Marketers invest in the areas where they know they will get business results
Take social media for example: they saw excellent results for customer service, customer experience and overall buzz creation, but they did not see enough solid or consistent demand generation results to consider social media their new frontier or to make it the centre of their strategies.
“ROI Marketers focus on one single currency – incremental customer demand – and build their strategies and campaigns around that currency. Their CEOs know they are the very people they need to grow the business. And that sends a strong warning to Traditional Marketers: become ROI Marketers or run the risk of becoming obsolete” Mr Fontaine added.
The Fournaise 2010 Global Marketing Effectiveness Report (and Top 5 Marketing Effectiveness Tracking Results Fournaise tracked for its ROI Marketer clients) is available at www.fournaisegroup.com/2010-ROI-Marketers
