CEO’s Agree: Marketers don’t show Marketing ROI. How to regain trust?
Are we blind for our own Marketing ROI?
(image source: lifehacker.com)
Showing Marketing ROI and the ability to contribute to the growth of the business is in many ways the biggest challenge of every marketer.
Every so often reports show that B2B marketers have problems showing Marketing ROI. And then marketers have to do ‘more with less’.
Why is this?
Why do we have problems in showing our Marketing ROI? What can we do to regain trust from our CEO?
Putting a stop to Advertisement Blindness
Experiments have shown that online advertising and print advertising are increasingly less effective. We have become blind for advertisements.
The Benway and Lane experiment
The term “banner blindness” or advertisement blindness was coined by Benway and Lane as a result of website usability tests where a majority of the test subjects either consciously or unconsciously ignored information that was presented in banners.
They used eye tracking camera’s too monitor where people look on a screen. The experiment showed that we do see the ads, but we do not take them into account. Jacob Nielsen did a comparable experiment back in 2007.
We have become extremely well trained in filtering out everything we don’t want on a web page. And that even includes Google text ads.
Eye tracking camera’s monitor where people look on a screen. Banners and even Google text ads are not looked at.
Image source : http://www.useit.com/alertbox/banner-blindness-examples.jpg
