Source: Domus [download page]
Notes: More than 8 in 10 marketing and advertising decision-makers surveyed by Domus say they have needs not currently being met by internal staff or agencies. The persistent ROI problem comes to the fore yet again, with a leading 43% of those respondents saying that measuring and reporting the business impact and ROI of marketing and advertising programs is an unmet need. Separately, 64% of respondents agree with the statement: “There is ‘digital dysfunction’ at my company (e.g., uncertainty about how to best integrate digital strategies into our marketing mix).”
Related: Marketers’ Main Problems Calculating ROI, and the Toughest Questions They Face on the Job
About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of Domus, Inc. during 1st Quarter 2014 among 155 U.S. full-time employees working at the director level or higher at companies with annual revenue of $250 million or more who have at least some decision-making responsibilities for marketing and/or advertising at their company. Figures for company size were weighted where necessary to bring them into line with their actual proportions in the population.
