Advertising delivers worst ROI, says CIM survey
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The Chartered Institute of Marketing product story
Edited by the Marketingweek Marketplace editorial team
Aug 11, 2009
The Chartered Institute of Marketing's (CIM) Marketing Trends Survey has revealed that many marketers believe that customer relationship management (CRM) delivers the best return on investment (ROI).
The research also showed that marketers believe advertising delivers the worst ROI.
The survey, conducted for the CIM by Ipsos Mori in spring 2009, revealed that 24 per cent of marketers think the best ROI is delivered by CRM activities, particularly among those working in financial services and other services firms (31 per cent), and those in the technology and telecoms sectors (30 per cent).
Second highest in delivering good ROI, with half the number of mentions (12 per cent), is public relations.
Advertising, excluding online, is most widely seen as delivering the worst ROI with 23 per cent of marketers rating it as worst.
This is higher among those working for technology and telecom companies (38 per cent).
Second-worst performance is for sponsorship with 11 per cent considering it as delivering poor ROI.
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