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, said LinkedIn in its latest âThe Long and Short of ROIâ report.
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.
âThe 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,â said 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:Â