Source: TheDrum
A new study by the IPA and ISBA, conducted with representatives from brands, agencies and marketers, has found that only half of marketers feel they have appropriate marketing metrics and measures in place.
In addition 75% of marketers and 73% of agencies admit that short-term objectives take priority over long-term plans.
This stems from the fact that a mere 14% of marketers strongly agree with the statement that they have signed off marketing plans and objectives for the long term, defined as being between one and three years.
These findings clash with the headline message from the report that marketers are aiming to improve their effectiveness cultures by 32% as early as 2020, elevating the current average rankings from a middling six out of 10 to eight out of 10 in the process.
At present over half of marketers rate their marketing effectiveness at six or below on the 10 point scale but an optimistic 61% are confident of attaining a two-point boost or greater within two years. As a result 75% expect to sit at 8 or above with a third expecting to top out at nine.
