According to a new report published Tuesday, mobile marketers lead the industry in leveraging marketing metrics and are more successful at linking campaign results across all marketing channels to sales growth.
This revelation comes from the 2014 State of Marketing Measurement Survey conducted by Ifbyphone.
This year’s results also found three-fourths of CEOs are “totally committed” or “significantly committed” to supporting their marketing teams, up from 67 percent in 2013, and are asking for marketing teams to report weekly and monthly metrics to the C-suite to meet the rising demand for marketing data in 2014.
The annual report revealed a push for more pragmatic marketing campaigns that focus on conversions and return on investment (ROI). Sixty-nine percent of marketers surveyed are tracking growth in sales revenue, 63 percent are reporting the number of new customers, and 58 percent are following the number of new leads.
“The explosion of mobile technology has blurred the line between online and offline strategies for marketing measurement,” said Ifbyphone CEO Irv Shapiro. “Marketers with high marketing IQs are embracing mobile strategies without abandoning other channels, both digital and analog. By integrating multichannel measurement solutions, mobile marketers are deriving actionable insights to fuel growth strategies.”
To download the full report, click here.