iWorld

Only 3 Per Cent of digital marketers in India are measuring ROI correctly: LinkedIn report

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/20/linked-in.jpg?itok=BGcvgWu7

MUMBAI: LinkedIn, the world’s largest professional networking platform, today released ‘The Long and Short of ROI’ report in India to identify how digital marketers measure ROI (Return on Investment). The survey was conducted amongst 4,000 marketing professionals across 19 countries, including India, and reveals how measuring ROI over the length of the sales cycle can lead to more accurate reporting, greater marketer confidence, and improved campaign management.

The findings of the report highlight that digital marketers deliver tremendous value to their businesses but struggle to highlight their impact or true ROI when reporting on performance. The metrics are either reported too soon or wrongly chosen to deliver quick results in order to meet business pressures.

In fact, 78% digital marketers in India claim to be measuring digital ROI long before a sales cycle has concluded. In India, only 3% of digital marketers are measuring ROI over a 6-month period or longer -- one of the lowest amongst all regions, lower than the global average of 4%. This means that many marketers are likely not measuring ROI at all. 

“The Indian digital marketing industry is incredibly competitive today. As marketing campaigns become more dynamic, real-time, and data-driven, measurement is going to be a key discussion in boardrooms going forward. The LinkedIn report highlights how Indian marketers are struggling to measure the true impact of performance; they are thinking short-term and are measuring KPIs, instead of ROI. Measuring too quickly can have a poor impact on campaigns, specifically in industries such as higher education and real estate where it can take months of consideration before sale,” says Virginia Sharma, Director, Marketing Solutions - India, LinkedIn.

Here are the common behaviours of digital marketers in India, when it comes to ROI and measurement, and best practices for marketers to consider: 

1.    78% Indian marketers measure ROI too soon: 78% of Indian marketers measure ROI within the first 30 days of the campaign, which results in an inaccurate reflection of the actual return, considering that sales cycles are 60-90 days or longer. In fact, only 3% of Indian marketers are measuring ROI over a six-month period or longer – one of the lowest among all regions (lower than the global average of 4%).

2.    50% digital marketers rely on inaccurate metrics: 81% of Indian digital marketers claim to measure ROI today, which strongly reinforces India’s data-driven stature. However, another finding shows that 50% digital marketers - with a lead generation objective - claim to use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent. Ideally, cost-per-lead is a better measurement metric here. This is the highest percentage among all countries, clearly indicating that Indian marketers are measuring short-term impact in the form of KPIs, which is not an accurate reflection of ROI.

3.    64% Indian marketers face pressure to prove ROI: As opposed to 58% globally, 64% Indian marketers acknowledged that they needed to show ROI numbers to justify spend and get approval for future budget asks. This clearly shows how pressured Indian digital marketers are internally, hence rushing to measure and prove ROI. 

4.       60% of Indian marketers have to consider revising budgets: 60% of Indian marketers who measure ROI in the short term end up having budget reallocation discussions within a month, often unprepared and hence under confident. In fact, 47% of Indian digital marketers don’t feel confident about their ROI measurements today. 

The report was released after LinkedIn conducted an online survey of 4,000 global B2B and B2C marketing professionals from 19 countries in June 2019. Sample countries include United Kingdom, France, Germany, Spain, Italy, Netherlands, United States, Canada, Australia, New Zealand, India, Hong Kong, Korea, Japan, Malaysia, Taiwan, China, Brazil, and Mexico.  This research was conducted via online survey in June 2019. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Amazon_Prime-Video.jpg?itok=aO74Vin1
Amazon Prime Video starts festive month with popular titles

MUMBAI : Amazon Prime Video has started the festive month with an exciting selection of popular titles across Indian and International entertainment, including the returning seasons of two popular Amazon Original Series. Riding high on the phenomenal success of Season 1 and a momentous...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Reed_Hastings_new.jpg?itok=ZTpBWhWv
Netflix to spend Rs 3000 crore on Indian content

Netflix is upping its India game significantly as the streaming giant is ready to spend Rs 3000 crore on Indian content for this year and the next. Netflix founder and CEO Reed Hastings spoke about the investment during his India visit on Friday while illustrating the country’s important in their...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Airtel-Bharti%20Airtel.jpg?itok=lEUbfoXc
Bharti Airtel to raise up to $3 billion

The board of directors of telecom player Bharti Airtel Ltd approved the telecom operator’s proposal to raise up to $3 billion in account of the issue of overdue fees it owes the government.

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/Netflix.jpg?itok=6gUsjdMn
Netflix available in more than 300 mn pay-TV households

MUMBAI: A new report from UK research firm Ampere Analysis has said that Netflix is available in more than 300 million pay-TV households. It also added that more than 50 million of those have come during 2019. The reach through Pay TV partnerships is almost double the company's current global...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/digital-media.jpg?itok=57evATmW
Esports, streaming wars, shopvertising to dominate digital media trends in 2020

Technology will continue to disrupt and reshape the digital media industry in 2020, presenting new opportunities and challenges for advertisers and media owners. While digital media will continue to grow globally, the coming of new technologies, platforms and digital touch points will force...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/tvf.jpg?itok=8LU2Lrwd
TVF launches new series ‘Cubicles’ in association with DSP Mutual Fund

MUMBAI: Walking its talk to launch new innovative shows, pioneers in digital content and entertainment, The Viral Fever along with leading asset management company, DSP Investment Managers Private Limited is all set to add a new original to its repertoire with the release of TVF Originals ‘Cubicles...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/jio.jpg?itok=Gx0G0YDu
Jiocinema to bring Sun NXT’s South Indian blockbuster catalogue to Jio users

MUMBAI: JioCinema, the on-demand video platform yet again surprises millions of Jio users, especially the South Indian Movie Buffs! In association with Sun NXT, the online video streaming platform from Sun TV Network, JioCinema will present the best of south Indian movie catalogue to Jio users...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/shemaroo.jpg?itok=KIDIlh0c
Shemaroo Filmi Gaane hits the record-breaking mark of 30million subscriber base

MUMBAI: Another feather added to the cap of India’s leading content powerhouse Shemaroo Entertainment. Its leading YouTube channel Shemaroo Filmi Gaane hits an outstanding mark of 30 million subscriber base. Shemaroo Filmi Gaane YouTube channel is the 5th most subscribed channel in India and...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/1.jpg?itok=1COFNGrr
Continuously launching content targeted at different taste clusters ensures good retention: ZEE5's Aparna Acharekar

Among the home-grown over-the-top platforms, ZEE5 has shown most aggression in creating its original content library. As a part of its content strategy for the upcoming year, franchises will play a key role along with a line-up of nearly 20 original films.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories