Investment in digital advertising channels has been reaching new heights with each passing quarter that it was almost inevitable that the question of whether this huge outlay was prudent would crop up.

In new research from tag management company, TagMan, 41% of the marketers surveyed believe reporting accurate return on investment is the biggest hurdle currently facing their business. Additionally, 49% admitted to being unsure of how to measure and reward channel performance.

While almost half of respondents are still struggling to figure out how to assign value to partners, social media is causing some head scratching too. TagMan found that 43% are not confident their investment in the channel will drive revenue.

Evolution of Marketing

TagMan wanted to discover how UK advertising had changed in the eyes of those on the ground and as such there was a surprise or two along the way, according to the company’s chief executive officer, Jon Baron.

“The aim of the study was to drill down into what brand marketers really think about how their jobs have changed, and it has uncovered some incredibly surprising results,” Baron revealed. “One of the more unexpected results that the survey returned was that digital marketers still considered email as the most useful form of digital advertising.”

Configuring marketing departments to communicate more coherently as a group is a serious challenge for an industry with multi-screen ambitions. It was brought to the fore again in this report as 35% of respondents struggle to understand how different channels work together.

More of TagMan’s findings are explained in the infographic below.