65% of Marketing Spend is wasted

The Fournaise Marketing Group – Global Benchmark Report

FistMoney65% of all marketing spend in 2007 had no effect on consumers, according to The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report. Estimated wastage rates varied from 45% in business-to-business marketers through to 65% for business-to-consumer, with figures highest in more developed economies such as the UK, US and Australia compared to developing economies like China and India.

To compound the problem, the report revealed that just one in ten of all marketers worldwide have automated systems in place to track effectiveness of their communication spending.

Of the 55% of marketers that even track the results of their spending at all, 80% do so manually, spending hours capturing, compiling and analysing data.

Tracking marketing effectiveness topped the 2008 wish lists of 35% of marketers, and made the top three for 70%.


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