×


Home About Contribute Media Kit Contact Sign In
×







.


Marketing Industry News

If It Moves Measure It, and If You Measure It, It Will Move


UK SMEs are failing to measure marketing ROI. The Marketing Centres M360 assessment highlights the need for business leaders to grapple with marketing metrics.

If It Moves Measure It, and If You Measure It, It Will Move


"Marketing should be focused on identifying customers, winning them and then retaining them. As a discipline, it should add value and doesnt need to be a cost."
Tony Galloni, Marketing Director



UK SME owners are struggling to measure and understand the ROI of their marketing activity, according to the results of The Marketing Centre’s M360 assessment

In the 2021 assessment, metrics scored lower than any of the other 12 categories. Of the 500+ responses, business leaders gave themselves an average score of 54 per cent, or 2.7 out of 5 when it came to measuring their marketing ROI[1].  

The Marketing Centre which specialises in providing part-time marketing directors, launched its Marketing 360 assessment in 2020, specifically designed to help businesses assess their marketing performance and marketing maturity score. 

When it came to questions around their marketing metrics, respondents were asked to feedback on areas including: marketing performance measures, reviewing budget against objectives, measuring customer acquisition and retention, and costs per acquisition. 

Clare Methven, co-founder and director of The Marketing Centre, said: “It’s disappointing to find that so many SMEs believe they aren’t properly measuring their marketing activities, and that they are struggling with establishing any form of meaningful marketing metrics. 

“It is vitally important that business leaders do all they can to track and measure the success of that work. They can then budget accordingly, in the knowledge that their marketing spend is delivering results.” 

Tony Galloni, one of the marketing director team at The Marketing Centre, who works with SMEs, added: “Marketing should be focused on identifying customers, winning them and then retaining them. As a discipline, it should add value and doesn’t need to be a cost. 

“The first step when it comes to undertaking a marketing campaign is to be clear about why you are doing this? What is your goal? And what are you hoping to achieve? 

Tony’s top three tips when it comes to marketing metrics are: firstly, to be clear about what you want to measure and how measurement will add value to the business. Secondly, to figure out how you are going to measure it, and lastly remember that if it moves measure it, and if you measure it, it will move.”

The other 11 categories that respondents were asked to feedback on included: communications, brand, leads, retention, sales and technology. On completion of the assessment the respondents receive a personalised action report setting out how improvements can be made.

 

1.NB: these are self-assessments, so the data represents perceptions of their marketing and not necessarily an objective appraisal.

.


Marketing Business News - REAL Agency has recruited three new talented team members to help brands over-achieve their marketing goals, and evolved their offering to include all aspects of digital marketing.


Cheshire Marketing Firm Drives Expansion

Marketing Business News - Great Places Housing Groups construction services framework Innovation Chain North ICN has embarked on a digital transformation project with award-winning digital agency The SEO Works.


Innovation Chain North undergo digital transformation with The SEO Works

Marketing Business News - A Cornish business boosted turnover by 75,000 in just a month - by adding ONE extra page on its website.


Laundry specialist boosts business with dairy farm focus

Marketing Business News - Breathe PR has won an ongoing contract for public relations with CIC Made by Mortals to raise awareness of their theatre-based health and societal work.


New music theatre client for Breathe PR

Marketing Business News - Following a series of new business wins at the beginning of 2021, boutique digital agency Fablr has expanded its team again. This is just one part of the agency s considerable growth plans for the year and Fablr plans on continuing to expand its team throughout 2021.


New hire and promotion for Fablr as client base increases

Marketing Business News - A Bury-based design agency has bolstered its team to eight employees just in time to celebrate its fourth year in business. Dan Strayer has joined Think Design, based on Bury New Road in Whitefield, as its SEO amp Digital Marketing Manager.


Dans the man for Bury design agency






Ten Times Ten

We transform your bright ideas into brilliant digital products.