Customer acquisition beats ROI as business objective

Marketers accused of losing sight of financial implications of campaigns.

Sign here
Sign here: Just 5% of marketers say ROI is their top concern

Customer acquisition and retention are now the key priorities for marketers, above measuring return on investment (ROI), according to new research.

The survey – carried out by research firm Vanson Bourne, on behalf of predictive analytics software company SPSS – reveals that 50% of marketing professionals questioned placed customer acquisition and retention as their key business objectives.

By contrast, ROI has fallen down many marketers’ lists, with only 5% of respondents placing it as their top concern.

Colin Shearer, SPSS senior vice-president of strategic analytics, argues that ROI needs to rise back up the agenda and says: “Marketers seem to have lost sight of the budgetary and financial implications of campaigns. We are no longer in the boom times – all expenditure needs to be justified within the business to ensure value for money.”

The research, which quizzed 100 marketing professionals, also found that some marketers are making decisions based on instinct alone. In terms of decision-making, nearly 15% of marketers from the financial services sector say that they often largely go on gut feeling.

This is compared with their counterparts from the technology and retail sectors, who prefer to mix intuition with proven results and historical success.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here