The fifth annual PRWeek/Manning Selvage & Lee Marketing Management Survey was just published and I’m sure it will have many new marketing folks working overtime this weekend. Just 12% of the respondents see value in CGM…
Also, it seems only 22% said they were "very willing" to allow consumers more control. Others said it could harm their businesses and there is no clear return on investment. Mark Haas who’s firm did the research thinks marketers focusing on ROI are the reason for the results:
The advertising industry’s ROI-driven attitude is why many marketers are wary of using new media/CGM, Mr. Hass said. "ROI is a convenient explanation for not engaging consumers in a very meaningful way," he said. "They’re not spending money on new media. This is happening at a time when CGM is exploding as far as impact.
I have a question for Mark Haas and for Lloyd Trufelman – can either one of you point me to the agencies that are ROI driven?
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