Dive Brief:

• Even though marketing executives are active in digital, mobile and social media channels, recent research found more than 70% would increase those budgets with better results metrics and the ability to track return on investment.
• The research was based on surveys of 400 senior marketing execs at agencies, media companies and brand-side marketers.
• The social media channel saw a 24% rise over 2014 with 74% of marketing execs now reporting they would increase spending if they could access better ROI metrics.

Dive Insight:

Marketing executives are active in digital, mobile and social media channels, and with better ability to track results and return on investment, they would be spending even more in those channels according to research by WPP agency, Millard Brown Digital.  Seventy-eight percent of senior marketing executives indicated they would increase digital channel spending, 79% would spend more on mobile and 74% (up from 50% last year) would spend more on the social media channel if they could more easily prove return on investment from those budget lines.

Stephen DiMarco, Millward Brown Digital’s president, said, “Marketers are looking for the shortest path to ROI possible. They want to attribute a media purchase, whether it’s on a TV network or a digital property, to a sale." DiMarco added, "Variables from quality of creative to the choice of the media property whether it was online or traditional to the retail experience to promotions and coupons to even inventory available – it’s all going to impact ROI."