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2009 may well go down as the year that digital supplants offline media as the driver of corporate and business marketing. One study, by Chief Marketing Officer Council, found that spending on online and Web 2.0 initiatives aimed at demand generation and advertising will exceed traditional media by almost 50 percent this year. As the pace of this change has increased, effective measurement of digital marketing investments has become more than a best practice. It has become a source of competitive advantage. Analytics vendors have responded with increasingly powerful tools for measuring the growing selection of online marketing channels.
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