Exploring Key Performance Indicators: Insights from 200 Marketers on Industry Priorities

Title: Exploring Key Performance Indicators: Insights from 200 Marketers

The marketing landscape is ever-evolving, with marketers constantly adapting their strategies to align with changing priorities and performance metrics. A recent survey conducted by the Video Advertising Bureau (VAB), in partnership with Advertiser Perceptions, delves deep into the crucial performance indicators that matter most to marketers. The survey, titled "Keeping Up With The KPIs: 10 Key Questions Answered by Marketers to Understand Priorities Across Businesses," reveals insights from 200 marketers spanning small, medium, and large enterprises.

Survey Findings and Insights

The survey's goal was to uncover the essential Key Performance Indicators (KPIs) that marketers focus on and how those vary by business size. According to the findings, brand awareness emerges as a dominant objective for smaller firms, while larger organizations prioritize revenue and profitability. Specifically, around 66% of small businesses cited increasing brand awareness as a top objective, while 59% and 47% of large companies focused more on revenue and profitability respectively.

Interestingly, the results also highlight a significant disconnect among larger firms regarding internal KPIs. The research showed that marketers in larger companies are almost three times more likely to identify a disconnect between the KPIs communicated by management and the actual goals set, with 32% reporting such inconsistencies compared to 12% among small companies. This discrepancy hints at broader structural challenges that larger firms face, including misaligned strategies and resistance to investing for the long term.

Short-Term versus Long-Term Priorities

The survey results paint a troubling picture where short-term pressures significantly influence marketing strategies. Marketers across the board indicated that tactical hurdles for smaller brands contrast with the structural misalignments experienced by larger organizations. In fact, a substantial 74% of small businesses reported that their KPIs prioritize short-term sales outcomes over sustained branding efforts. This trend was echoed by 63% of medium businesses and 70% of larger firms.

Additionally, the research illuminated how medium-sized firms view their media partnerships. There appears to be a short-term focus, with lower prioritizations placed on vital aspects like brand safety and content quality, potentially undermining long-term brand equity.

The Role of Multiscreen TV

The analysis also reviewed the effectiveness of various media strategies, with multiscreen television gaining recognition as particularly impactful for large organizations, especially in upper funnel metrics. Approximately 64% of marketers perceived brand awareness as a top KPI influenced by multiscreen TV, while 46% viewed revenue and sales growth in a similar light. This dual approach of leveraging both brand awareness and revenue generation highlights the nuanced strategies employed by larger businesses.

Looking Ahead

As marketers gaze towards the future, a unified call stands out: to enhance focus on KPIs that will fortify brand equity and foster stronger customer relationships. In the upcoming year, brand awareness remains a key focus for 52% of small businesses, 50% of medium businesses, and 49% of larger enterprises.

The insights gleaned from the survey underscore the necessity for businesses to reevaluate and align their KPIs with a balanced view of both short-term achievements and long-term growth objectives. The full survey results and methodology provide a valuable resource for marketers seeking to fine-tune their focus in a landscape marked by rapid change and evolving consumer expectations.

Conclusion

In an era where clarity and alignment are crucial for success, VAB's in-depth survey sheds light on the intricate dynamics of KPIs across different business sizes. Marketers are encouraged to leverage this data to navigate the challenges they face and capitalize on new opportunities that arise within the evolving marketplace. For further reading and to access the complete report, visit the VAB's website at thevab.com.