Beacon are proud to support the Data & Marketing Association (DMA) initiative on Artificial Engagement, working with The Digital Marketing Hub in Leeds & Manchester to help gain an understanding of the impact of Artificial Engagement on marketing professionals and their organisations.
Measuring the impact of marketing spend and campaigns has always been fundamental to marketers. An increase in sophisticated marketing techniques mean that we are getting more and more in-depth reporting and analysis from response activity, however is there an issue we are yet to get to grips with?
According to Marketingdive, “Global consumer products companies waste roughly $50 billion, or more than half, of their collective investments in digital marketing and trade spending…”, and Powertraffic report that on Google “20% of Pay-Per Click ad clicks are fraudulent”. Beacon sees bot numbers of between 25% and 80% on social media channels, very much channel & message dependant; we’ve averaged this out to 30% for our Digital Marketing ROI Improvement Calculator.
The infographic below was produced from answers by attendees at The Digital Marketing Hub event in Leeds on 27th February 2020. We will expand upon this results based on feedback from future Beacon, DMH and DMA events and keep this blog up to date.
Read the DMA article on Artificial Engagement in full at https://dma.org.uk/article/is-artificial-engagement-impacting-your-marketing
Read Beacon’s latest blog on the state of fake clicks, ad fraud and bots at https://www.thisisbeacon.com/click-fraud/update-on-fake-clicks-ad-fraud-and-bots-march-2020/